在“一带一路”的国家战略背景下，无论是中国企业走出去，还是西方企业走进 来，都要考虑中西方语言文化差异。本研究采用个案研究法和实验法，选择集体主义/ 个人主义文化框架的典型代表——中国与美国为研究背景，以市场和消费者视角为切入 点，具体从品牌延伸命名策略的角度展开研究。研究发现：集体主义/个人主义文化框 架下品牌延伸命名的差异与人的命名的差异结果一致，集体主义文化背景下的消费者更 偏爱突出母品牌和家族关联式命名策略，个人主义文化背景下的消费者更偏好突出子品 牌和独立个性式命名策略。本研究开创性地研究了不同文化背景下的消费者对品牌延伸 命名策略的偏好，为企业在跨文化市场上合理应用品牌延伸策略提供理论依据。

Under the background of China's "One Belt One Road" initiative, the cultural differences between the Chinese and western languages should be considered in the going-out of the Chinese enterprises and the coming-in of the foreign ones. This paper studies brand extension naming strategy with the methods of case study and experiment from the perspectives of market and consumers. It selects China and the U.S. as the representatives of the collectivism and individualism cultural framework. It finds that the differences in the brand extension naming are consistent with those in the naming of people. Consumers from the collectivism cultural background prefer the relational naming strategy of stressing the parent brand and family while the consumers from the individualism culture favor the personalized naming strategy of stressing sub brands and independence. This paper tries to explore the preferences of brand extension naming strategies under different cultural backgrounds, providing the theoretical basis for companies in the cross-cultural market to adopt the appropriate brand extension strategies.