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About This Book
“In order to guide Italian companies that intend to make this qualitative leap forward towards Chinese consumer, we have developed an unconventional linguistic approach which focuses on the fundamental aspects of translating Western brands into Chinese. The great potential and enormous interpretative charm of Chinese characters allow us to convey the perceived meaning of the Western brand far beyond the boundaries of our own form of writing.
The strategic choice of characters and their combinations, as needed to make foreign brands pronounceable in Chinese, can reveal and propose extraordinarily interesting brand-related values and meanings.
We are convinced that the approach we suggest can be dramatically helpful in expanding awareness of Italian brands perceived among Chinese consumers and that triggering this new course of cultural integration between Eastern and Western cultures will unquestionably strengthen the value and quality perception of Made in Italy by extending its physical and cultural boundaries.
In recent years, the global relevance of Chinese consumers has become increasingly perceptible and influential.” Zeno Casti. Linguist, marketing enthusiast, sustainable entrepreneur.He combined his passions for foreign cultures, marketing, design and communication in an original and intricate path of study which enabled him to create and develop an unconventional cross-cultural approach. Although his university career started at the University of Miami in the U.S., with the intention of studying marketing and economics, he actually majored in Chinese Language and Culture at Ca’ Foscari University of Venice. In 2016, he earned his Bachelor’s Degree in Italy after studying for two years in China between Zhejiang University in Hangzhouand Fudan University in Shanghai.
After his academic experience in China, in 2017 he decided to return to Venice to take a Master’s Degree in American Studies at Ca’ Foscari with the aim of broadening his knowledge of U.S. and Canadian culture and literature. After obtaining his Master’s Degree in 2019, he attendedthe UPA Academy 2020 Master in Communicationin Milan to expand his knowledge of strategicand digital communicationin the Business world.
He has been involved since 2016 inthe international developmentof Studio Casti which operatesin the Design, Communicationand Marketing environmentthrough a series of start-upsfounded to focus on differentareas of research and businessin innovation, sustainablebusiness, corporate cultureand entertainment sectors.
Studio Casti has offices in Milan, Dublin, Miami and Shanghai.