Abstract
The term multiculturalism conjures up associations of pluralism, cultural enrichment and linguistic diversity. These associations can be of vital importance in the branding process, where products or companies are provided with an image. It is this image that companies sell, and that customers often buy into. The main purpose of this chapter is to look at ways in which brand names may convey multicultural connotations. The study focuses on German brands, covering a diverse range of sectors. Possible explanations will be offered and discussed with respect to factors such as cultural diversity, economic motivation and global competition.
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Bergien, A. (2021). Multicultural Aspects of Names and Naming Reflected in German Brands. In: Felecan, O., Bugheșiu, A. (eds) Names and Naming. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-73186-1_22
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DOI: https://doi.org/10.1007/978-3-030-73186-1_22
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