Over the past couple of years we have launched a number of brands in China and the choice of a brand or sub-brand name is critically important. The New York Times is reporting on this branding practice in an article that looks at the challenges and the approaches to selecting a name.
“More than many nations, China is a place where names are imbued with deep significance. Western companies looking to bring their products to China face a problem not unlike that of Chinese parents naming a baby boy: little Gang (“strong”) may be regarded quite differently than little Yun (“cloud”),” the newspaper reported.
“Given that China’s market for consumer goods is growing by better than 13 percent annually — and luxury-goods sales by 25 percent — an off-key name could have serious financial consequences.
“And so the art of picking a brand name that resonates with Chinese consumers is no longer an art. It has become a sort of science, with consultants, computer programs and linguistic analyses to ensure that what tickles a Mandarin ear does not grate on a Cantonese one.”
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