Adapting Japanese chrematonyms into chinese from the sociolinguistic perspective: Strategies and approaches

For this study we analyzed more than one thousand Japanese company and brand names. We selected those available in China and analyzed the mode of adaptation into Chinese. We decided to utilize six different categories and seven subcategories to differentiate and evaluate the strategies various Japanese companies use to make their brand name more suitable and understandable for Chinese consumers. This article also discusses the specific nature of Chinese loanword strategies and the peculiarity of ideographic writing system, which makes it more difficult for foreign companies to understand the cultural and linguistic background behind it.