Preference And Choice Of Global Brand: The Perspective Of Brand Naming Strategy Applied In Chinese Market

Branding, as one of the most important competitive factors in economic globalization and integration is now becoming a sign to facilitate brand equity with good name of easy-pronouncing, easy-recall and full of imaginations. China, the most huge and energetic market, has been to be the preemption place for all global companies. Branding strategy and brand naming strategy are both the hot points for scholars and international brand managers.The former research explained the affection, perception and kinds of ways in translation when global brands entry into china by borrowing the science of linguistics, psychology, semiotics and translation work. Researchers also take linguistic differences, cultural diversity and customers'psychological distinctiveness into consideration, while China is such a unique market that Chinese customers are differ from those western neighbors in purchasing behavior owing to its special cultural, linguistics and social value system. That's why scholars pursuit the right answer all the time whether there is any relationship between brand name preference and brand preference, and what kind of brand name in china will be popular among Chinese customers, which factor or variable affects people's brand perception and association to global brands? All the above questions raised are not drawn a conclusion yet in research fields.This paper makes a thorough review into the relationship between brand naming, brand image and brand equity. On the bases of other sciences like psychology, semiotics and customer behavior, the paper analyzes the affects to different perception and preference for customer themselves regarding different branding strategy. According to the refenrial theories from product attribution and customer's perchase experiences, the auther names and categories brand naming strategies into 5 differnent new slites.The paper takes china as target market, summarizes special influential factors for Chinese customer, and then proposes a new brand naming strategy through combining consumption experiences (Hedonic and Utilitarian) and product attribution (related or non-related). After testing and observing global brands'performance in china by off-peel test of 30 free-chosen samples, the paper validates all hypotheses and then verifies the validity of the new brand naming strategy of global brands in Chinese market. The results also supply a simple way to new entry global brand in China.