In the first article we introduced the importance of having a Chinese name for your brand or company. In this article we explain how you can find a good Chinese name.

Key considerations for selecting the right name
Understanding the cultural context
In Chinese culture, names are often associated with specific characteristics, values, or concepts. It’s important to choose a name that aligns with positive qualities such as prosperity, happiness, and harmony. It is important to avoid names that could be associated with negative meanings or superstitions. Numbers play a crucial role in Chinese culture, with certain numbers considered lucky (e.g., 8 for prosperity) and others unlucky (e.g., 4 for death). Incorporating favorable numbers into your brand name can enhance its appeal.
Phonetic appeal
The name should be easy for Chinese speakers to pronounce. Complicated or foreign-sounding names may be difficult to remember and pronounce correctly, which can diminish brand recognition and appeal. Chinese is a tonal language, meaning that the intonation of a word can change its meaning. Foreign brands or companies should select a name that doesn’t sound like an undesirable word or phrase in Chinese due to tonal differences.
Linguistic considerations
You can opt for a literal translation, which conveys the meaning of your original name. Alternatively, you can choose a phonetic translation, which replicates the sound. A combination of both works best, where the name sounds similar to the original while at the same time conveying a good meaning. Chinese characters have nuanced meanings and associations. Foreign brands or companies should choose characters that not only reflect your brand’s identity but also harmonize well together, creating a positive and coherent image.
Steps to create a Chinese name
Here we have listed a few steps to consider when creating an appropriate Chinese name:
- Research and understand your market: Understand the preferences and cultural nuances of your target audience in China. It may be useful to investigate how similar brands have approached this matter and to identify any trends or common practices that can help you to determine your brand strategy.
- Define your brand characteristics: Identify the key characteristics and values you want your brand name to convey. These could include qualities like innovation, luxury, reliability, or health. Your chosen name should reflect these characteristics to resonate with your target audience.
- Brainstorm potential names: Collaborate with native Chinese speakers and cultural experts to brainstorm names that align with your brand characteristics. Consider both literal and phonetic translations, and explore various combinations of characters that convey positive meanings and are easy to pronounce.
- Evaluate and refine: Evaluate the potential names based on cultural significance, ease of pronunciation, and market appeal. Conduct focus groups or surveys with Chinese consumers to evaluate their reactions and preferences. Refine the list to a few top choices that best meet your criteria.
- Legal checks and registration: Conduct a thorough legal check to ensure your chosen name is available for trademark registration and doesn’t infringe on existing trademarks. Once you have verified availability, proceed with the registration process to secure your name legally in China.
- Launch and promote: Integrate your new Chinese name into your brand’s marketing and communication strategies. Ensure consistency across all platforms and channels to establish a strong and cohesive brand identity in the Chinese market.

Please contact the Belgian-Chinese Chamber of Commerce (BCECC) in case you need more information.