About Hangcha
Hangcha, a leading manufacturer of forklifts, sought to expand its product offerings with the introduction of two new lines of forklifts. To effectively differentiate these products in the market and establish a strong brand identity, Hangcha partnered with HI-COM, a leading language and marketing agency. Together, they embarked on a journey to create distinctive brand names that would resonate with global audiences and align with the company’s brand positioning.
Services
Brand Naming
Challenges
- Brand Differentiation: Developing brand names that would distinguish the new product lines from existing offerings in the competitive forklift market.
- Global Trademark Registration: Ensuring that the selected brand names were available for trademark registration across key international markets.
- Cultural Sensitivity: Crafting brand names that were culturally appropriate and appealing to diverse audiences worldwide.
- Industry Alignment: Aligning the brand names with the industry standards and positioning of the new products within Hangcha’s product portfolio.
Strategy
- Market Research:
- Conducted comprehensive market research to understand the competitive landscape, consumer preferences, and industry trends in the forklift manufacturing sector.
- Analyzed existing brand names in the market to identify gaps and opportunities for differentiation.
- Collaboration with Linguists:
- Collaborated with linguists and language experts within HI-COM’s team to leverage their expertise in linguistic analysis and brand naming.
- Considered linguistic factors such as phonetics, semantics, and cultural connotations to ensure the suitability and effectiveness of the proposed brand names.
- Industry and Product Positioning:
- Worked closely with Hangcha’s product development team to gain insights into the unique features, benefits, and positioning of the new forklift lines.
- Developed brand names that reflected the innovative technology, reliability, and performance of the new products, while also aligning with Hangcha’s brand values and image.
- Trademark Availability:
- Conducted trademark searches and clearance checks to verify the availability of the proposed brand names for registration in key global markets.
- Ensured legal compliance and intellectual property protection by selecting brand names that were clear of conflicts and suitable for registration.
Results
- Distinctive Brand Identity: HI-COM successfully created two unique brand names that set Hangcha’s new product lines apart in the competitive forklift market.
- Global Trademark Registration: The selected brand names were cleared for trademark registration in key international markets, providing legal protection and exclusivity for Hangcha’s intellectual property.
- Cultural Relevance: The brand names resonated with diverse audiences worldwide, reflecting cultural sensitivity and linguistic appropriateness.
- Industry Alignment: The brand names effectively communicated the quality, reliability, and technological innovation of Hangcha’s new forklift lines, enhancing the company’s brand positioning and market presence.