Abstract
The authors investigate the brand name standardization/adaptation strategies used by consumer goods Fortune -500 companies in China and Hong Kong. The authors compare English brand names with Chinese brand names on several dimensions. The vast majority of firms localize their brand names, and transliteration of the brand name is the strategy used most often. Firms also appear to be successful in avoiding unfortunate brand name mistakes and add features to the brand names, such as cultural symbols, additional product benefits, and more positive connotations, when localizing the brand name for the Chinese market.
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