Selecting the Right Chinese Company Name as Brand Strategy

Translating the brand name into Chinese is often a task that is underestimated by companies. Since the Chinese language uses characters with multiple meanings and often even multiple sounds (pronunciations), the translation, or better transliteration, is a somewhat complex process that needs appropriate planning.

Correct translation considers both the sound and / or the meaning of Chinese characters. Based on different combinations there are four ways to translate a foreign name into Chinese:

1.    New name (different meaning, different sound), no relationship with the original name.

Examples: Pizza Hut 必胜客 Bi Sheng Ke (Guarantee wins guests)

2.    Similar sound, no or different meaning of the characters

Examples: Louis Vuitton路易威登 Lu Yi Wei Deng (meaning of individual characters: Street, easy, power, to board)

3.    Same or similar meaning, but different sound

Examples: Apple 苹果 Ping Guo

4.    Similar sound and similar meaning, or a meaning that is associated with the brand

Examples: Hermès 爱马仕 Ai Ma Shi (Meaning: love the horse rider)

For a powerful marketing and communication campaign, a name translation that has a similar sound to promote the global aspect of the brand as well as a relevant meaning is important. The more a brand name is able to communicate by itself, the stronger its impact and more effective the marketing campaign is going to be.

Here are a couple of things that a brand name can communicate:

–      Foreign origin

–      Industry or type of products

–      Brand values

The brand name should also be easy to pronounce and to remember. Brands need a consistent and coherent brand image across all channels, therefore it is only logical that the name represents the brand’s personality which is then extended to marketing campaigns, communication elements as well as design aspects such as the visual identity or store design concept.

Should you need advice on choosing the right Chinese name, do not hesitate to contact us at office@5starplusdesign.com.