Navigating the Chinese market: A study on naming and positioning strategies of local and international coffee brands

The dilemma between globalization and localization presents peculiar challenges for foreign brands aiming to grow in international markets. For companies aiming to enter the Chinese market, the choice or creation of a Chinese brand name involves a combination of linguistic, cultural, psychological, and market factors. The real challenge for a brand seeking its position in China is to gain visibility and recognition, and this is where brand naming plays a crucial role. China is a country of many facets, with an extremely diverse social and economic landscape. Differences in geography, culture, and consumption habits make this market unique and complex, where each segment requires a specific approach. In this context, cultural sensitivity and localization become essential pillars for brand naming strategies. A brand name cannot be simply transliterated or directly translated; it must be carefully adapted with empathy, respect, and cultural awareness to ensure that it resonates authentically with the values, expectations, and preferences of the Chinese audience. Failing to consider the Chinese cultural and social context can lead to misunderstandings, compromise brand perception, and undermine the effectiveness of the naming strategy. The main goal of this thesis is to investigate brand naming strategies adopted by coffee companies in the Chinese market. Since brand names function not only as identifiers but also as communicative tools shaped by linguistic, cultural, and market factors, understanding how they operate within the Chinese context becomes essential. The linguistic complexities of Chinese combined with a rich cultural background that deeply influences consumer behavior, make the process of brand naming extremely challenging. This study therefore focuses on real cases, to observe which strategies could be considered more beneficial in the process of creating a brand name for coffee brands and their effectiveness when addressing Chinese consumers. The thesis is divided into four chapters. The first chapter discusses the general elements of Chinese brand naming and describes the characteristics and linguistic considerations to be taken into account when developing brand names. The second chapter focuses on the cultural aspects of brand naming in the Chinese context. The third chapter analyses the evolution of the coffee market in China and consumer dynamics. The fourth chapter presents the case studies of Starbucks, Lavazza and Luckin Coffee, and it examines how international and local coffee brands adapt their naming and positioning strategies in the Chinese market.