Linguistic and Strategic Challenges in Brand Naming in China: Volkswagen as a Case Study in the Automotive Sector

This thesis explores the development, linguistic challenges, and strategic importance of brand naming in China, concentrating on the automotive industry as a case study. Chapter 1 traces the historical advancement of branding in China, starting from ancient practices to the revival of branding following the 1976 economic reforms. The chapter also examines the socio-cultural implications of brand naming, exploring how Confucian values, cultural differences, and semantic transparency influence the perception of brand names among Chinese customers. Chapter 2 considers the linguistic challenges of creating effective brand names in Chinese, including the tonal nature of the language, the complexity of characters, and the importance of phonetics in brand recognition. Transliteration, semantic adaptation, and hybrid approaches are the main translation strategies examined in the chapter. Through the analysis of some research, it is possible to comprehend which is the main strategy adopted by international brands to balance their global identity with local preferences and culture. Chapter 3 focuses on the growth of China’s automotive industry and the challenges faced by international brands. It provides an overview of the market's historical development and the rise of domestic brands and explores the strong competition between domestic and international brands, highlighting the necessity for foreign companies to adapt their brand names and marketing strategies to resonate with Chinese consumers. Chapter 4 examines marketing strategies and the critical role of brand naming in the success of automotive brands in China. It highlights strategic approaches tailored to Chinese consumers, emphasizing the importance of understanding local behaviors. Case studies, such as Volkswagen’s success in China, demonstrate the impact of effective brand naming and culturally aligned marketing campaigns.