A brand name interacts with brand strategy, visual identity and messaging communication. It is also creating a unique and unified brand experience for people. The using of naming whether is in the local brand country or abroad; it will increase the brand awareness and empower the construction of the brand.
So far most Chinese consumers are not familiar enough with English, to read and pronounce foreign brand names.
It is difficult for people to talk about a brand if they cannot say your name and foreign name will feel unfamiliar to the Chinese audience. Do Chinese affection more brands with names are written in Chinese characters or the using of foreign verbal increase the brand success?
There is a risk to be fully understood? Some customers will not have the knowledge or open mindedness to understand a brand name from foreign countries. They cannot be able to catch the meaning of the name and become confused about the brand. It requires significant effort from the customers, making a low engagement.Chinese is made up with individual characters,which have many different pronunciation and meaning. Put together, it can sound like a foreign name but meaning completely different. Also, different pronunciation in different dialects: a name could sound different from Beijing to Hong Kong.
Walking onto Shanghai Street, locals and tourists are able to
See two categories of brand names: Chinese names and foreign languages such as English,Japanese, Korean and French.
In China there are local brands who using foreign words as Paris Baguette or Croissant de Terrasse. These brands are using this strategy because someproducts are linked to countries as food for French. Italy and France areassociated with fashion, Germany with quality and safety. Japanese culture is associated with high quality and technology. This way will reflect to consumer’scredibility and the premium side of he brand that will justify the high price.
Pampers translation name means “ help the baby confortable”. Coca Cola “taste make you happy” it is a part of their success in China.
The third option is to create a Chinese name that sounds different, but has a positive meaning and the right message.
Crest translation means beautiful, clean people.
Jaguar translation means fast jaguar which is already a familiar name.
BMW means precious horse, the horse has a positive message behind it.
The steps to create a good name:
There are four steps to create a good name, the first one is the meaning resonates: positive associations for the brand. The second is the cross-cultural meaning: the brand name resonates in multiple cultures. The third one is memorisable: the name is simple, easy to pronounce, spell and understand at the same time.
The last one is the strategic Fit: create a brand image that is consistent.
Chinesebrands do the same
On the other side, same story for the Chinese brands. Chinese companies are also engagingin the naming, in the purpose to gain more international awareness.
As example Jiànlibao a soft drink brand,has encountered difficulties on the international market as foreign consumershad a hard time pronouncing its name.
This is an indication that adjusting your brand name to the market is beneficial.
Other Chinese brand, translate their name to be understood by the foreign consumers. WeChat is a great example, also Chinese convenient stores as All Days.
Nowadays there are three emerging name typologies trends:
• Symbolized name
• Colloquial name
• International name
This name typology is partly dedicated in e-commerce and online travel brands, it involved animals, plants and objects this is a clear meaning which is easy to memorize, communicate and link to the brand. It also helped to build up brand awareness.
Tmall is a part of the first typologies
“ Symbolized name”,
Using a cat as their primary symbol ties together a mysterious and independent animal that the local culture often associates with women, a core target consumer for Tmall to align their brand identity with their demographic.
After having chosen the brand symbol, brands start to develop their identity based on it.
The second name typology is Colloquial name, DIDI and QUNAR belong to this category.
The colloquialism is another brand naming trend, which consist to use the daily language.
This way makes them all close to the consumers, but the weakness is their differentiation. Because these names represent common industrial features. It is hard to be differentiated and not copied.
Also a group of similar names can create confusion for the consumer.
For that, brands have to use a distinctive verbal system and unify a style of copywriting, staying in the brand values.
The third one “ International name”, represent the brands who have the desire to become international. This is showing the strategy and the positioning of the brand.
The cars brand BYD communicates throughtheir design and publicity in Chinese local culture. It main models wear thename of Chinese ancient dynasties, but due the name is internationalized.
The application Keep, use alphabetic nameand target the international metropolis style. Which represent a moderncosmopolitan image, targeting urban consumers with a multicultural background.
The brand name is the main element in the brand identity,
The brand identity reflects the positioning, brand essence and differentiation. Thename will guide the consumer to its perception of the brand and differentiated itfrom the competitors. To make your brand successfully.
