The phenomenal change in the fortunes of some of the economies in the Asia Pacific region, coupled with attendant local market developments and opportunities, have resulted in a preoccupation with the area by international marketers. Whilst many aspects of marketing policy have been investigated and revised in response to the collective challenges these emergent markets present, one aspect of policy that has received limited coverage to date is that of brand naming. This article seeks to review and comment upon the impact of previous studies concerned with the brand-naming process and to question existing guidelines in relation to the Asia Pacific region. In so doing the authors seek not merely to question the “conventions” of current thinking, in terms of their appropriateness, but to offer some commentary upon the experiences of foreign and indigenous marketers. By examining established viewpoints this article highlights the risks that marketers may unwittingly expose themselves to. Indeed salient aspects of the multicultural markets constituting the Asia Pacific region have an important bearing upon ideas relating to the brand-naming process and the generation or transferability of appropriate names. The arguments advanced not only question prior research, largely conducted in the USA and Europe, but sharpen the focus of this research by demonstrating how cultural and linguistic diversity, characteristic of the region, demand a revision of some of the prescriptions advanced in previous investigations.
Field of Research
150503 Marketing Management (incl Strategy and Customer Relations)