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The article is dedicated to the reasons and process of choosing a company name in Xiaomi Corporation, whicn can be translated as “A small grain of rice”. Unlike many Chinese companies, Xiaomi Corporation’s choice of name was associated not only with a marketing move that would allow the company to successfully enter the international market and stand out from other brands, but also with the desire to demonstrate “its history”, which, by using certain symbols, would reflect such significant aspects of Chinese culture as respect for traditions, connection with historical memory, etc. The experience of Xiaomi Corporation shows how strongly traditions and history can influence modern ideas about the creation and development of a brand.

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