The Brand‐naming Enigma in the Asia Pacific Context
970
Abstract
Some of the issues confronted by marketers in determining the appropriateness of brand names in the Asia Pacific region are discussed. More specifically, the concern is with the impact of rich and diverse cultural environments upon conventional wisdom in relation to the brand‐naming process and related marketing policy pertaining to operations in the region.
Keywords
Citation
McDonald, G.M. and Roberts, C.J. (1990), "The Brand‐naming Enigma in the Asia Pacific Context", European Journal of Marketing, Vol. 24 No. 8, pp. 6-19. https://doi.org/10.1108/EUM0000000000611
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited