Selecting the Right Brand Name: An Examination of Tacit and Explicit Linguistic Knowledge in Name Translations
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Organizations invest substantial resources and use numerous advisors — marketing consultants, lawyers and linguists — when creating brand names. Naming decisions are particularly important in international marketing where names must be adapted across markets. As Business Week reported, when Microsoft launched its new search engine, Bing, ‘it took six months and dozens of experts to settle on the name. Brand naming is serious business in an age when goods must have global appeal’ (Helm, 2009).
KeywordsTacit Knowledge Product Category Native Speaker Consumer Research Naming Method
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