Example of naming in China
Naming can be a difficult
task
What do
your brand names really mean in Chinese? What do your brands want to express?
According to the consultants of Sinonym in Beijing, there is no question about it:
the choice of a brand name in appropriate Chinese, usually called naming in
China, has a critical role to play in the branding strategy in the middle
Kingdom.
You will so
can in the reading of both developed examples, to understand the traps and the
obstacles which are on the path of the brands in China and all the flexibility
of necessary jump to stay on its legs in the operation of sinisation of the
brand name!
The meaning
of the Chinese name: literally, this name indicates a strong or striped horse,
in the Chinese traditional culture it represent the strength on a long lasting
and the elegant success. It adds to the name a dynamic and athletic
connotation.
Example of Puma in branding
strategy in China
The puma
became the horse. The Puma is also known in certain regions under the name of
cougar, lion of mountains, which occupies the continent of America, its feline
icon is especially strengthened by its image in jump. Nevertheless, the name of
the brand in Chinese sends back to the horse, it can cause a grave confusion of
image in mind of the consumers.
Furthermore,
in the Chinese culture, the horse is a soft animal in the quiet temperament,
incapable to manage a troop or to show its creativity or individuality. On the
contrary, the puma, is a wild and wild animal which always shows us its power,
its energy and its leadership.
All in all,
the name of the brand in Latin character exceeds that in Chinese. But the first
one is more represented on Google, whereas that in Chinese is more prominent on
Baidu1. It demonstrates the influence of the Chinese name locally which in the
battle of its translation in Chinese lost some claws and a little of its character.
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