ABSTRACT
Chapter 7 focuses on language considerations in intercultural markets. It investigates the role of language in intercultural marketing, focusing on the interaction between language, communication, and culture. It sheds light on the influence of cultural conditioning on verbal and nonverbal communication preferences. It discusses the components of language, links between language and sensory experiences, and layers of language. It sheds light on the classic communications model and the cultural aspect of noise, as well as on the notion of linguistic imperialism. It further discusses linguistic considerations for naming strategies. The case-in-point examples include unique characteristics of a language, brand naming in the car industry, K- pop, and universal principles for brand naming. The mini-case in this chapter discusses brand naming considerations in China.
