【摘要】 跨国经营条件下的品牌命名是品牌要素选择中最重要也是最困难的一项决策。品牌命名中涉及语言要素选择、文化和法律问题对品牌传播的影响;跨国经营条件下不同语言体系、不同文化认同、不同法律环境等方面对品牌命名具有不同的挑战;应对挑战需要运用全球一体化、本土化、全球一体化与本土化相结合等品牌命名策略以及防御性注册和主动性注册等法律保护策略。更多还原

【Abstract】 A brand name can make substantial contributions to a brand’s equity,and brand naming is at the most central position of choosing brand elements.Unfortunately,it is most difficult to choose a brand name,especially for a transnational business,as brand naming involves a variety of linguistic factors,culture factors,and legal factors in the context of economic globalization.The author proposes some brand naming strategies to cope with the difficulties in transnational operation.更多还原