Cultural products with brand name recognition in their home countries are often translated for overseas markets. The trend is to stay as close as possible to the original name, particularly for well-branded products (e.g., Batman movies). However, reframing a brand name may sometimes be necessary if it is culturally distant to foreign consumers. This Journal of Marketing study examines brand name strategies when cultural products are marketed in foreign countries. Using Hollywood movies shown in China from 2011 to 2018, the team shares their insights in this webinar.
Full article in the Journal of Marketing: https://doi.org/10.1177%2F0022242920912704
Read the Scholarly Insight for this article here.
