Cross-Strait Brand Naming: A Comparative Analysis between Mainland China and Taiwan

Abstract

This thesis focuses on the differences in brand naming translation strategies used by foreign companies in Taiwan and in mainland China. The comparative analysis elucidates how different factors in Taiwan and mainland China shape the translation and adaptation of foreign brand names. The thesis is divided into three chapters. The first chapter provides an overview of Taiwan’s dynamic language landscape, shaped by various historical phases, including Japanese colonial rule, the Kuomintang’s policies during the martial law era, and subsequent language reforms post-1987. Furthermore, the chapter analyzes the evolution of Mandarin in Taiwan, known as 國語 Guoyu, and its distinctions from mainland China’s 普通话 Putonghua. The chapter further explores the coexistence and usage of local dialects and their impact on linguistic practices in Taiwan. The second chapter provides a broader framework of brand naming within the Chinese context, emphasizing the importance of brand names, their characteristics, and the methods used in translating foreign brand names into Chinese. Moreover, the chapter delves on how cultural influences shape brand names and their impact on perceived value among Chinese consumers. The third and final chapter offers a focused comparative analysis of brand naming practices in Taiwan and mainland China. Through a detailed examination of specific examples of brand name translations and adaptations in both regions, the analysis uncovers the underlying factors that lead to variations. As part of this analysis, a list of brand names is included, which presents the brand names as they appear in both regions and specifies the different translation methods employed.