After reading the selection, answer the following questions with a, b, c, ord. To help you analyze your strengths and weaknesses, the question types are 148 CHAPTER 3 Organizing Textbook Information for Study CHECK YOUR COMPREHENSION indicated. Main Idea 1. Which is the best statement of the main idea of this selection) a. Marketing is a complicated business. b. Some brand names translate well into Chinese, and others can sound like the English name. c. Appealing brand names are important to sales. d. Naming the brand can be the most important and difficult deci sion when marketing a product in China. Detail 2. The Chinese word vang, which means "flying" or "scattering to the wind" works well for which brand? a. BMW b. Kia c. Garnier d. Colgate Main Idea 3. Which statement best describes the point made by the details in paragraph 3? a. Nike's Chinese brand name, Nai ke, sounds like the original and also translates well. b. The name Taizi works well for Tide. c. The best situation is when a Chinese brand name sounds like the English name and its meaning puts the product in a positive light. d. The Chinese symbols for Coca-Cola's Chinese name represent the company's current advertising theme "open happiness." Inference 4. As it is used in the second paragraph, "localizing its name" refers to which of the following? a. choosing a brand name that has deep significance b. selecting a brand name that is appropriate for the place it will be sold c. being careful about branding d. avoiding names that don't translate well Inference 5. What is the meaning of upper crust" as it is used in the fourth paragraph? a educated women b. wealthy class c. government leaders d. the top of a pie 145 Business Communications SELECTION 1 SELECTION Skill Development: Note Taking Annotate this selection and then make Cornell-style notes of the key ideas as if you were planning to use your notes to study for a quiz. jous consistency reportant? MARKETING TASTY FUN' AND 'DASHING SPEED' After a long day's work, an average upscale Beijinger can't wait to dash home, lace on a comfortable pair of Enduring and Persevering, pop the top on a refreshing can of Tasty Fun, then hop into his Dashing Speed and head to the local tavern for a frosty glass of Happiness Power with friends. Translation? In China, those are the 5 brand-name meanings for Nike, Coca-Cola, Mercedes, and Heineken, respectively. To Westerners, such names sound pretty silly, but to brands doing business in China, the world's biggest and fastest growing consumer market, they are no laugh- ing matter. Perhaps more than anywhere else in the world, brand names in China take on deep significance. Finding just the right name can make or break a brand. 10 "Often, a company's most important marketing decision in China is localizing its name, "asserts one global branding analyst. "It's also a notoriously tricky one." Ideally, to maintain global consistency, the Chinese name should sound similar to the original, while at the same time conveying the brand's benefits in meaningful symbolic terms. Nike's Chinese brand name, Nai ke, does this well. Not only does it 15 sound the same when pronounced in Chinese, its "Enduring and Persevering" mean- ing powerfully encapsulates the "Just Do It" essence of the Nike brand the world over. Similarly, P&G's Tide is Taizi in China, which translates to "gets out the dirt," a perfect moniker for a tough-acting detergent . Coca-Cola's Chinese name-Ke kou ke le-dates all the way back to 1928. It not only sounds much like the English name, the 20 Chinese symbols convey happiness in the mouth, a close fit to Coca-Cola's current "open happiness" positioning. Other names that wear well on Chinese ears while also conveying a brand's essence include Lay's snack foods Le shi ("happy things"); Reebok-Rui bu ("quick steps"); and Colgate Gau lu jie ("revealing superior cleanliness). Chinese brand names can convey subtle meanings that might not be apparent 25 to Western sensibilities. For example, "Dashing Speed" seems appropriate enough for an upscale automobile brand like Mercedes. So does BMW's name Bao Ma- which translates to "Precious Horse." However, in China, "precious "has a feminine connotation, whereas "dashing speed" is more masculine. This works out well for wakers water by other? both car makers, which target different genders among China's upper crust. For 30 instance, BMW is a market leader among affluent Chinese women. Some brand names translate naturally. For example, when Garnier introduced its Clear shampoo in China, it lucked out. The Chinese word for "clear"-Qing-is one of a select few Chinese words with unusually positive associations that are used in many brand names. Garnier added the word yang, which means "flying" or "scat- 35 tering to the wind." According to the director of Garnier's brand consultancy, the Qing Yang brand name connotes "very light, healthy, and happy-think of hair in the air," just what the brand intends. Other universally positive Chinese words com- monly found in brand names include "le" and "xi (happy), "li" (strength or power),"ma" (horse), and "fu" (lucky). Thus, Kia sells one model in China named 4) Qian li ma, or "thousand-kilometer horse," suggesting unusual strength