This study aims to examine the cultural traditions, historical experiences, and political symbolism reflected in the naming systems of China’s aerospace development. China’s aerospace endeavors extend beyond mere technological exploration; through carefully crafted naming strategies, they uniquely integrate traditional Chinese culture with modern technological advancement, conveying profound cultural meanings and political messages. Firstly, from the perspective of Chinese mythology and traditional philosophical thought, this paper analyzes the cultural symbolism embedded in aerospace names such as “Tiangong,” “Shenzhou,” “Chang’e,” “Yutu,” and “Zhurong.” It explores how these traditional elements combine with modern technologies to strengthen the cultural identity and national pride of the Chinese public regarding their country’s aerospace achievements. Secondly, this paper delves into the historical experiences and political implications embodied in the naming of the “Long March” series rockets and the “Dongfanghong” satellite, illustrating how these naming strategies effectively preserve China’s revolutionary history and emphasize socialist ideology and national political symbolism. Finally, this study suggests that the cultural and political dimensions of China’s aerospace naming strategies have successfully enhanced domestic cohesion and shaped China’s distinctive aerospace image on the international stage.

Following the 2008 financial crisis, globalized markets in North America and Europe experience a shift in public opinion toward a renunciation of globalization and a reorientation toward traditional (domestic) values. Responding to this paradigm change, multi-national corporations (MNCs) face the decision of whether (a) to continue to pursue global branding strategies or (b) to align their global brands with local consumer cultures. This decision requires an understanding of how the degree of market globalization relates to consumer preferences. The present study draws on signaling theory to empirically investigate (a) the relative impact of a brand’s globalness (i.e., perceived brand globalness) and its cultural market alignment (i.e., perceived cultural symbolism) in eliciting perceptions of brand credibility and brand quality (b) across two countries that differ regarding their degree of market globalization (Germany and South Korea). Findings indicate that the signaling value of global brands, as a function of their market reach, is greater in globalizing markets than in globalized markets, whereas the signaling value associated with cultural market alignment is greater in globalized markets than in globalizing markets. Implications of the findings for theory and practice are considered.