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Entering the Chinese Market

Entering China? How will your name be received? Some global brands, like Mercedes, cater to the different markets and languages, others, like Nokia, try a one-size-fits-all name.

Foreign brands pondering what Chinese brand name to take for their Asian markets will invariably come across the anecdote of how Coca-Cola was initially given the catastrophic name "bite the wax tadpole," in China. This story, while largely an urban legend, only serves to makes the task seem more daunting.

The Aging of Abercrombie & Fitch
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