Given the Increasing Importance of China as a consumer market, Nestl has decided to stop using the Chambourcy category brand name for milk-based products used worldwide, which is a brand with great recognition In Europe and Latin America. The name was deemed too difficult to transfer Into the Chinese linguistic context. Furthermore, Nestl maintained advertising spending at three levels (corporate name, category name and product name) and decided to use the Nestl name directly for all Its milk-based products in addition to a brand name for the particular product In some cases. Discuss the marketing and management Implications of such a decision.

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