Cultural differences are a complicating factor when it comes to penetrating a market. To ensure successful internationalization, it is important to pay attention to the image that your company and your brand project. This article gives some insights into why a Chinese name for your brand or company is important
This article gives some insights into why a Chinese name for your brand or company is important, illustrated by a few examples. In our next article we will introduce practical and legal steps to obtain a Chinese name and trademark, taking into account cultural considerations, naming conventions and linguistic considerations. A well-crafted Chinese name is more than a translation; it is a strategic asset that can greatly influence your brand’s acceptance and success in China.
If there is no existing name in Chinese characters for your brand, it is very likely that many different Chinese names will be adopted by your Chinese customers, consumers, partners, suppliers or any other stakeholders, especially for difficult foreign names. Even Chinese people who can understand and speak English will probably search for a few Chinese characters to remember your foreign name more easily. Consequently, it is better to choose your own Chinese name and also protect it.
Choosing a Chinese trademark is particularly important because not only the meaning, but also the sound, tone and even the look of the Chinese characters chosen for a name can affect the brand’s reputation. In China, names carry significant cultural weight and meaning. A good name can evoke positive emotions, convey brand values, and foster a deep connection with consumers. Conversely, a poorly chosen name can result in misunderstandings, mispronunciations, and even negative connotations, which can hinder your brand’s acceptance.
Examples of successful Chinese brand names
There are several well-known western brands that successfully found a Chinese name. Some of these names are merely literal translations, others sound like the western brand name, but also have a good meaning.
- Coca-Cola: known as “可口可乐” (Kěkǒu Kělè), which translates to “delicious happiness,” the name captures the essence of the brand while sounding similar to the original.
- Carrefour: called “家乐福” (Jiālèfú) in Chinese, meaning “happy family”.
- Apple: called “苹果” (Píngguǒ), meaning “apple,” the name is straightforward, easy to remember, and directly associated with the product. 苹果：“苹果”(Píngguǒ)，意为 “苹
- Nike: named “耐克” (Nàikè) in China, which means “endurance and conquer,” reflecting the brand’s focus on athletic excellence.
- Lotus: named “莲乐” (Lián lè) in Chinese, with the first character being the Chinese word for the ‘lotus plant’ and the second character meaning ‘happy’.
Creating a Chinese name for your brand or company is a strategic process that should not be underestimated and involves cultural sensitivity, linguistic considerations, and market understanding. A well-crafted name can enhance your brand’s appeal, facilitate market penetration, and ensure legal protection in China.
Please contact the Belgian-Chinese Chamber of Commerce (BCECC) in case you need more information.