Easy name sells well
By Andrew Moody | China Daily | Updated: 2010-05-10 07:59
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Jonathan Chajet, the managing director of global brand consultancy Interbrand China, said Chinese brands often struggled in Western markets because consumers found their names 'tongue- twisters', lacking the easy resonance of established names such as Sony, Nokia, Apple and Heineken. Provided to China Daily |
Chinese companies told to consider how they are perceived
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