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loses the phonetic link with the original. The mixed method seems to be the most popular one among the three as it creates a new name in Chinese that both sounds like the original and has a meaning. This result confirms that the sound of the original name is the starting point in the translation process, but the meaning of the new name is a more important concern. Three-quarters of the sample used either mixed or free translation. Factors affecting renaming Reflecting product benefits and brand positioning are the two largest groups. It is interesting to note the use of folklore or idioms in renaming car brands such as: BMW as a horse, Citroen as a dragon and Rover as a tiger. All these animals are powerful symbols in Chinese legend. The horse is related to speed, the dragon to power and the tiger to prestige. It is also worthwhile to compare Coca-Cola with Pepsi Cola. In their Chinese names ‘Palatable and enjoyable’ 1 and ‘Hundred things enjoyable’, the last two characters are the same. However, the difference in the first two characters sets them apart. Coca-Cola’s name has a clear link with product benefits; the repetition of a character makes the name rhythmic which enhances the name recall. In contrast, Pepsi’s name is a poorer imitation Table 12.4 Factors influencing the new name Factor Brand Name in Meaning Total Chinese = 75 Reflecting product Nivea Girl keep elegance 18 benefits or industry Pampers Help baby fit characters Ikea Good for home Polaroid Shoot get instant Quality/brand Saab Gentleman’s treasure 16 positioning Gucci Classic looks Goodyear Strong, special unique Lucky names Kellogg Home happy 13 Heineken Happy power Carrefour Family, happy fortune Traditional values Ericsson Love build trust 5 Prudential Protect honest Beliefs/customs Rover Land tiger 3 Linking to logo or Wrigley’s Arrow brand 4 packaging Patriotism Aiwa Love China 3 Henkel China high Country of origin L’Oreal European elegance 3 effect Other Microsoft Tiny weak 6 Same or similar to Volkswagen The masses 4 the original meaning Source: Fan, 2002a © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors
without any distinctive feature. In all 100 cases, Glaxo-Wellcome is the only long name with five syllables. Despite its length, the name itself is unique and easy to remember. For Glaxo the last character used in Chinese represents medicine names. The second part Wellcome is rendered as ‘keep healthy’, clearly describing the product benefits. Other examples are shown in Table 12.4 (p. 189). Balance between sound and meaning Chinese names place more emphasis on meaning than sound. A meaningful name is crucial in developing both a mental image and favourable associations. Mercedes Benz is a good example. Its official name in the People’s Republic of China is ‘Speed on’. The sound and visual image of two characters indicate a horse with associations of speed, dynamism, performance and capability – the exact attributes that the brand symbolizes. Brand positioning is another important consideration. In the case of Canon, its new name ‘Best calibre’ is strategically desirable: it sounds appealing and generates associations of quality. The new name has the inherent ability to be recalled easily from memory and establish a distinctive, quality brand positioning. Renaming a brand in another language/culture involves more than simple linguistic issues. Brand positioning is perhaps a more important consideration here. A good localized name like ‘Best calibre’ with ‘Built-in’ image could add value to its original brand equity and make brand communication in that market a relatively easier task. Brand renaming in a foreign culture is notoriously difficult due to the complexity in linguistic and cultural differences. It has to take into account various factors and weigh up any subtle differences between alternatives. Examples in Table 12.5 demonstrate that a poorly conceived name could create confusion in the consumer or harm the brand’s equity. Although no simple rule guarantees the finding of a good name, an understanding Table 12.5 Names with potentially negative connotations Brand Name and meaning in Comment Chinese Peugeot Pizza Hut Dunhill Compaq Microsoft Olivetti Source: Fan, 2002a Pretty Must win customers Ascend happy road Healthy cypress Tiny soft /weak Good profit gained Too feminine, no link to product benefits Sounds desperate, confusing Philistine, incompatible with the upmarket image Cypress symbolizes the aged or old, incompatible with a hi-tech image Implies ‘tiny and weak’, contrary to its status of the world’s largest firm Who gains profit What about customers © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors
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HANDBOOK OF CORPORATE COMMUNICATION
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First published 2004 by Routledge 1
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PART II: CORPORATE COMMUNICATION AT
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Figures 2.1 Strategic employee comm
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Tables 2.1 Strategic objectives 5.1
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Contributors Anthony Clive Allen is
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David Pickton lectures and research
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organization as a whole beyond that
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Preface In its 250th anniversary ye
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PART I CORPORATE COMMUNICATION AT N
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enlightenment regarding cross-cultu
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participants had a sense of outcome
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5 Working to define clear and measu
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game’ according to the men’s ru
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that assist the leader in perceivin
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interaction patterns are slow to ev
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and physical ability. As the concep
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organizations: have academics and t
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CHAPTER 2 A best-practice approach
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implications and effects. Many mana
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4 Effective media/forums: Effective
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The three-phase action plan contain
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Where are the company’s employee
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Once senior management has establis
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employee improvement efforts, at th
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CHAPTER 3 Knowledge management for
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take this further and distinguish b
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• The identification of the conce
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structured). The lack of formal org
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as they occur in and affect organiz
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kinds in organizations, data wareho
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tools, techniques, methods and prin
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the wider tasks of disseminating kn
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to achieve. Rich networks of contac
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management of these resources. Ther
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CHAPTER 4 Corporate and government
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the collective and the planned towa
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individual business executive cause
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due to ‘handicaps in status’. D
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definition of the national interest
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This was the case with the Major go
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Public silence, private analysis an
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The tension between these perspecti
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Principles and Practice, London: Th
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have resulted in shifts in normativ
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out of which twenty-three replies w
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Argument over how public relations
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ather than rank in order of perceiv
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programmes. This is possible only i
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A practitioner claims that research
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elations. The term that seems to be
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have in place some form of auditing
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2 Wheeler, T., D. Moss and J. White
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CHAPTER 6 Communication similaritie
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of mass communications, journalism
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2000). Stakeholders with a large st
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But over time, both entrepreneurial
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with a small and important number o
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similarities of quoted (listed) or
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expressed, especially in the United
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Chairman CorpCom Committee Finance
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their time on communication. Argent
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question, debate the judiciary func
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CHAPTER 7 Strategic challenges for
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implementation which implies three
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one major objective to aim at whils
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The nurse The administrator The the
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Patients and service users Non-care
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whom a communication breakdown may
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hospital as advocated by the profes
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A changing local government environ
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Act local Despite the original misg
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Summary Both studies indicate the c
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CHAPTER 8 Communication audits: bui
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ship of key issues and relating com
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• What are the key business probl
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available the results will be, and
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Page 158 and 159: • give regular feedback on perfor
Page 160 and 161: REFERENCES Cialdini, R. (2001) Infl
Page 162 and 163: CHAPTER 9 The Olympic Games: a fram
Page 164 and 165: well-structured department format,
Page 166 and 167: Table 9.2 Seoul 1988 PR practices D
Page 168 and 169: Table 9.4 Atlanta 1996 PR practices
Page 170 and 171: according to the specific Australia
Page 172 and 173: etween venue operations and the pho
Page 174 and 175: Howard, S. (1998) Corporate Image M
Page 176 and 177: Meaning of the corporate brand Corp
Page 178 and 179: in today’s fast paced global comp
Page 180 and 181: managers and employees to keep up w
Page 182 and 183: in innovative products of a consist
Page 184 and 185: CHAPTER 11 Differing corporate comm
Page 186 and 187: would like to achieve. From the mom
Page 188 and 189: Most businesses have the potential
Page 190 and 191: clear majority of the respondents b
Page 192 and 193: Sales and business development team
Page 194 and 195: national differences, and they may
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Page 198 and 199: and systems are altered. Communicat
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Page 202 and 203: there were 78,339 firms involved in
Page 204 and 205: Table 12.1 Advertising industry tur
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Page 212 and 213: Table 12.10 How did you integrate t
Page 214 and 215: Table 12.14 What role does event sp
Page 216 and 217: NOTE 1 The Chinese names of interna
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Page 222 and 223: - securities - insider information;
Page 224 and 225: Only 8.8 per cent use a vendor for
Page 226 and 227: Building a corporate communication
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Page 232 and 233: • Electronic means: email, broadc
Page 234 and 235: People on their own and in organize
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Page 244 and 245: CHAPTER 14 Assessing integrated cor
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Dimensions of integration Very stro
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is an assessment tool. The resultin
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CHAPTER 15 New technology and the c
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However, there are also strong argu
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smaller groups of people, i.e. from
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dominated by a handful of huge comp
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Figure 15.2 The changing face of Co
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PART III MANAGING IMAGE, IDENTITY A
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modes of delivery - it supports amo
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Conversely, and of equal importance
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open up new competitions in what we
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May, with 24 hours non-stop music b
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Kanter, R. M. (1989) When Giants Le
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Table 17.1 The best corporate reput
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Mandelson, Henry McLeish, and Slobo
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Schultz, 1999). The second reason i
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Table 17.3 Revenue (%) Less than $1
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While there is little doubt that go
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McCarthy, E. J. and Perrault, W. D.
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Table 18.1 Operational functions of
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Table 18.2 Differences between rout
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Due to the wide range of circumstan
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Legislative/regulatory (UK) Environ
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The Turnbull Report encompasses iss
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Data recovery Technology recovery B
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as electrical supplies, voice and d
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direction the media would take so t
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on top of the building. Meridian we
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the system/building failure was dow
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Scotiabank’s incident response In
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Scenario: phases 1 and 2 Info sourc
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As vice president, Rex Engstrand, d
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Luftman, J. N. (2003) Managing Info
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Issues Issues management is part of
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Agency Agency Agency Agency Transpa
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tent. Such lack of website maintena
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inging people in to work from home
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e) deployed. In addition, the conse
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Figure 19.5 Tesco has statements ab
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organization is something that has
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Mojo Wire, 11 is the website which
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Someone got your copyright: you got
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prevent a mass of comment in dozens
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NOTES 1 Grunig, J. E. (1982), ‘Th
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lifetimes. 2 A study by CBS News an
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• Do you agree the events of Sept
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Table 20.1 Responses of senior-leve
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important and more significant assi
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Table 20.3 Comparing mean scores be
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11th because stockholders and emplo
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email conversational interviews wit
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CHAPTER 21 Public relations and dem
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about public policy options. This t
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international flux and transformati
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etween organizations and publics. A
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elations. Some of these took their
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By the late 1950s and early 1960s m
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PART IV THE FUTURE IS NOW
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developed in this chapter as an aid
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composition can be judged by visual
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Figure 22.1 Toyota Source: Permissi
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Response The represented participan
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(11) Is the linearity (position of
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(3) What is the integration of diff
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Response The text is concerned with
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CHAPTER 23 Methodological issues fo
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The whole management endeavour is t
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awareness of what is involved in in
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• In making sense of the world, u
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CHAPTER 24 Communication for creati
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simultaneously de-emphasizes the va
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y what the organization values and
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Opportunities for providing a varie
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integrated organization is recogniz
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Activities 1 Select three establish
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Shepherd, M., Briggs, R., Reinig, B
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demand for cultural insight (Coulma
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The evolution of the knowledge econ
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their products. In testimony before
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language policies. With rare except
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Individuals possess unique personal
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Abrams (1983) goes on to describe l
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dominant language emerges within hi
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degree to which the language afford
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Table 25.1 Functionality offered by
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Dhir, K. S. and Savage, T. (2002)
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Reeves, N. and Wright, C. (1996) Li
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growth of public relations. There i
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economic downturn, the global corpo
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definition, demanded that it be bro
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Technology Anyone practising public
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nurses and pharmacists, and include
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1-way mandate from HQ 24% Local uni
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accounting procedures being used an
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of the tragedy of Enron, that 90 pe
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expose the student to some thought
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and the understanding that ‘trust
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CHAPTER 28 The new frontier for pub
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necessary (Grunig et al., 1995). Fo
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culture-bound perspectives and assu
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audiences; in addition to communica
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All respondents agreed that knowled
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company needing more foot soldiers
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(1995) Multicultural Public Relatio
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