The Art of Chinese Naming

Chinese Naming

Does My Company Need a Chinese Brand or Company Name?

Entering the Chinese market is an exciting and potentially lucrative move for any international company. However, it's also a journey filled with unique challenges and considerations, particularly when it comes to branding. One of the key questions that arises for foreign businesses is whether to adopt a Chinese brand or company name. Let's delve into this topic, considering linguistic, legal, and other practical aspects.


Understanding the Linguistic Landscape

Cultural Resonance: The Chinese language is rich in meaning and symbolism. A well-chosen Chinese name can resonate culturally, making your brand more relatable and memorable to Chinese consumers. For instance, Coca-Cola's Chinese name ‘可口可乐’ (Kěkǒu Kělè) translates to "delicious happiness", which not only sounds similar to its English name but also conveys a positive message.


Ease of Communication: A Chinese name is easier for the local population to pronounce and remember. This ease of communication can be a crucial factor in word-of-mouth marketing and brand recall.


Legal and Trademark Considerations

Trademark Protection: China operates on a first-to-file basis for trademarks, unlike the first-to-use system in many Western countries. Registering a Chinese brand name provides legal protection and prevents others from registering similar names.


Avoiding Infringement: Adopting a Chinese name and securing its trademark can protect your business against copycats and trademark squatters, a common issue in China.


Marketing and Brand Identity

Brand Perception: A Chinese name can significantly influence how your brand is perceived. A name that aligns with your brand's identity and values can create a strong, positive impression.


Localization vs. Global Identity: Choosing a Chinese name is a step towards localization, which demonstrates respect and commitment to the Chinese market. However, it's crucial to balance this with maintaining your global brand identity.


Practical Business Considerations

Ease of Doing Business: Having a Chinese name can simplify everyday business operations, from setting up bank accounts to dealing with local suppliers and partners.



Digital Presence: In China’s digital ecosystem, dominated by platforms like Weibo, WeChat, and Tmall, a Chinese name can enhance your online presence, making it easier for consumers to find and engage with your brand.


Adopting a Chinese brand or company name is not just a translation exercise but a strategic business decision. It requires a deep understanding of linguistic nuances, trademark laws, marketing strategies, and cultural sensibilities. While there is no one-size-fits-all answer, for most businesses looking to make a mark in the Chinese market, a well-crafted Chinese name can be a valuable asset.


Remember, the goal is to build a bridge between your brand and Chinese consumers, blending your global identity with local relevance. As you navigate this decision, consider consulting with experts who specialize in Chinese market entry and branding to ensure that your chosen name resonates with both your brand ethos and your target audience in China.


Andy Smith

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By Steven Proud • 11 Apr, 2024
In this episode... Andy chats about his background in retail and sales and the corporate grounding he developed during his early career. His introduction to marketing and advertising sales came from the 12 years he spent at Yellow Pages, the majority of which was working face-to-face with businesses of all sizes. He talks about maintaining a passion for business challenges, a belief in robust business planning and developing marketing strategies and tactics that are directly aligned with the business plan. We discuss leadership in an agency environment and how Andy interprets his role as CEO. We also look at the career progression of his team and the importance of providing opportunities for growth and leadership. Andy highlights the importance of achieving a balance between brand, technology, and customer experience, and how this has influenced how StrategiQ positions itself as a business. Resources mentioned in this episode: Andy Smith on LinkedIn StrategiQ website StrategiQ on LinkedIn Brand igo Chin a Steven Proud on LinkedIn AMIN Worldwide online AMIN Worldwide on LinkedIn Sponsor for this episode... This episode is brought to you by Brandigo China . We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. At Brandigo China , we work with multinational clients to support their marketing and business growth efforts in China. We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. Go to www.brandigochina.com to learn more and contact us with questions at hellochina@brandigo.com .
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