Selecting the Right Brand Name: An Examination of Tacit and Explicit Linguistic Knowledge in Name Translations

  • Bernd Schmitt
  • Shi Zhang
Part of the Journal of Brand Management: Advanced Collections book series (JBMAC)


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).


Tacit Knowledge Product Category Native Speaker Consumer Research Naming Method 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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© The Editor(s) 2017

Authors and Affiliations

  • Bernd Schmitt
  • Shi Zhang

There are no affiliations available

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