the brand names. What can be at sight are 张记茶餐厅, 谢记理发店 and what not. While, most of the brands named in this way are time honored ones, like 王老吉(herbal tea; CANTON) was named after a doctor in Canton(Guangzhou), 王泽/Wong Tze.
Chinese people are fond of names from well-known places with great significances because China is a country with a vast territory and a long history, which not only reflects the fact that they are proud of it but also tell people that these products are unique to certain places. Here the case of 长江/Yangtze River will be discussed. Being the longest river in China, Yangtze River is the symbol of the wisdom and indomitability, and it carries Chinese history forward. Many companies named their brands after it just as to arouse the pride of the people. There are dozens of brands in different fields called “Yangtze River”. Brands named after the original places can also boost the spread of the local cultures, like Jingde town, home to china-wares, so there is a brand name called 景德镇, with the help of the history, it flew across boundaries, and both “景德” mutually promote each other.
In addition, Chinese people have been holding the idea of reverting to the origins/hometown for generations, which is also known as “home bias”. That is why there are many brands entitled with names of places. As a result, those names can draw consumers closer. 青岛/Tsingtao(beer), 哈尔滨/Harbin(beer) are two examples.
2.3.3 Names of Animals and Plants毕业论文
http://www.751com.cn/ Chinese people boast themselves to be the offspring of 龙/dragons, because it is the totem of Chinese people. Many firms adopt it to be the name of their products. Since 龙 means auspiciousness, happiness in Chinese culture. In ancient China, the figures of 龙 were inscribed on temples, palaces to show the superiority and supreme social status of the family. Therefore, we get 华龙(instant noodle; CHINA), meaning Chinese 龙/dragon; 港龙航空/Dragonair (airline; HK). Other frequently used animal names are phoenix, horse, crane, etc. 宝马/BMW (car manufacturer; GERMANY), 马自达/Mazda (car manufacturer; JAPAN) both take the advantage of the image of horses which represent high speed and the sublime status in Chinese culture, robbing the eyes of many customers.
2.3.4 Chinese Literatures原文请+QQ3249,114 辣'文^论;文'网
With a long history, abundant literal treasures were accumulated in China. Among all the genres of literatures, poetry is often the preference of brand makers for poems are more evocative among Chinese folks and they can add further connotations to the brands and products. Chinese name of Lexus was once 凌志, meaning “ambition”. It came from a line from a classic revolutionary poem, “an ambition to soar in the clouds wells up. /久有凌云志。” It can make people picture that they can experience a cool drive in Lexus and arose ambitions when they ponder it in Chinese. Baidu (search engine) was derived from a line of a poem written by Xin Qiji, a poet in ancient China. The line reads, “I’m searching for her in the crowd a thousand times. /众里寻他千百。” So “baidu” features the persistence of searching for information. 稻香村(wine; CHINA), with “稻” for grains; “香” for being fragrant; “村” for village, was derived from the classic masterpiece, The Story of the Stone, also known as A Dream in the Red Mansion, which is familiar to Chinese readers.
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