Zarządzanie międzynarodowymi markami w chińskim otoczeniu rynkowym – aspekty translacyjne i kulturowe
Managing international brands in the Chinese market environment – translation and cultural aspects

Summary/Abstract: Appropriate adaptation of products and services brands to the requirements of local markets remains a challenge for many multinational corporations. This is particularly visible in the Chinese marketing environment, which causes new and previously unknown problems for international companies in the brand management field, especially with regards to name translation and transliteration in the Chinese writing logographic system. The purpose of this paper is to present the main issues of global brand name translation into Chinese and their transformation to this specific and demanding cultural-linguistic context. The source of information was obtained by means of extensive literature review and the author’s many years of direct observations in this market

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