Managing Corporate and Brand Identities in the Asia-Pacific Region
分析了亚太地区语言和文化特征（如表意文字、风水信仰、色彩象征等）对企业与品牌身份管理的影响，并针对命名、形象建立和品质感知提升提出建议。
Building appropriate and attractive identities for their companies and products is one of the key challenges facing managers today. Corporate and brand identities are as important in the fast-growing markets of the Asia-Pacific region as in the West; however, the rules of the game are different. This article describes the unique features of Asian languages, such as ideographic language systems with a large number of homonyms and sound associations, as well as pertinent cultural characteristics, such as feng-shui and other supernatural beliefs, the role of aesthetics and color symbolism, the importance of social relations, and the Asian service concept. The article also provides recommendations for the three key tasks involved in corporate-identity and brand management: selecting corporate and brand names; establishing corporate and brand images; and enhancing quality perceptions of the company and its products.