Brand name translation : How translation distorts Oriflame’s Chinese brand name communication
This pre-study explores how the process of translating from English to Chinese may distort intended brand name messages, using Oriflame as a case study. The findings show that the brand name had a tendency to be perceived as phonetic rather than phonosemantic and that the character combination was p...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Uppsala universitet, Företagsekonomiska institutionen
2010
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-126269 |