Brand naming in China: Choosing/Translating the right brand name – A key factor in your localization strategy
Talking about Brand name translation, in every brand localisation strategy, also in Chinese brand name localisation or translation, the goals for marketing content are well known: to win the heart of the prospective Chinese customer, but also and above all, to create, maintain and enrich the relationship between the brand and its community.
To reinforce this link over time, personalizing the message of your brand is necessary and can be done in two ways: on the one hand, by listening and getting to know your audience, and on the other hand, by giving your identity a strong presence.
Knowing your target audience: A key axis
However, to launch a brand in a foreign country, only by playing on its intrinsic criteria is not enough. Habits and behaviors change from one country to another, which is why a brand that has succeeded in France could be a flop in China. There is behind all this, a set of values and uses. The target audience remains the most important axis to take into account in any brand localization strategy.
Brand Naming: Localisation
When it comes to localisation, in China it is not enough just to translate the Brand Name to Chinese – it is necessary to “re-name” it, making sure that the meaning is retained without bringing any negative meaning into a new location.
It must also stand out and not remind the consumer of the competition. In locations like China, Korea, Japan, and the Middle East, having the right brand naming process is essential to a brand’s success.
Brand Naming & Brand Name Translation with HI-COM
Here at HI-COM we have helped hundreds of brands with their brand naming and brand name translation. With our well established processes, linguistic cross-checks, multilevel benchmarking, and years of experience, we have all the tools you need to make us your number one brand naming service!