Carlos J. Torelli, University of Illinois at Urbana-Champaign (IMAGE)

University of Illinois at Urbana-Champaign, News Bureau

Carlos J. Torelli, University of Illinois at Urbana-Champaign

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Younger, more cosmopolitan Chinese consumers tend to favor brand translations that keep both the sound and the meaning of the original name, says U. of I. business professor and branding expert Carlos J. Torelli.

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Photo by University of Illinois College of Business

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