Naming your brand in China is a crucial step in your business’s branding strategy in china, and is rarely a simple task of direct translation.
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Brand Name Localization in China
At PTL Group, we constantly emphasize that you cannot simply copy-paste business and marketing strategies from your home country to China, and this is especially true when translating your brand name into Chinese. Not only do Chinese consumers not remember brand names in a foreign language, but more importantly, some sounds don’t even exist in the Chinese language. For example, Chinese speakers may struggle with English syllables such as Z and TH; in some regions, even L or R can be challenging.
The principles of brand name translations in China
When naming your brand for the Chinese audience, it’s crucial to achieve two primary objectives. First, ensure that the local audience can easily pronounce your name. Second, make sure the name connects with Chinese consumers on a deeper cultural level.
Cultural compatibility is more critical than ever in today’s Chinese market. With the rise of the Guochao trend, Chinese consumers are more actively supporting brands that incorporate cultural elements. Put bluntly, if your brand name doesn’t resonate with Chinese consumers, you risk your market entry and growth in China. Conversely, a name that integrates Chinese cultural elements and respects local traditions enhances your brand’s distinction and competitive edge, improves brand recall, boosts brand recognition, strengthens your brand image, and fosters brand loyalty.
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Successful vs. Unsuccessful International Brand Names in Chinese
To illustrate what conveying cultural significance in a brand’s name looks like, let’s examine some real-world examples from international companies operating in China.
A notable example of a poor name translation comes from the German car manufacturer Mercedes-Benz, who entered the Chinese market with the brand name BēnSǐ (奔死). Unfortunately, this character combination translates into “rush to die” in Mandarin. Given this catastrophe, they rebranded to BēnChí (奔驰), translating into “run quickly.” This new name not only better reflects the brand’s values but also carries a much more positive connotation.
The French supermarket chain Carrefour provides an example of successful brand name adaptation. Their Chinese name, Jiālèfú (家乐福), cleverly uses three symbolic Chinese characters meaning family, happiness, and fortune, resonating deeply with Chinese cultural values.
Main approaches to naming your brand in Chinese
There are four primary approaches to translating brand names into Chinese, each suitable for different types of brands and branding objectives in China.
- Literal Translation: This approach involves directly translating the original name into Chinese. While it rarely works, it can be effective depending on the product and industry. For example, Red Bull in China uses a literal translation, with their Chinese name meaning “red bull” in Mandarin.
- Phonetic Resemblance: This method uses Chinese characters that sound similar to the original name. This strategy works well for brands whose names do not necessarily have any connotational meaning. Adidas and Audi follow this method with their Chinese names Ādídásī and Àodí, respectively.
- Semantical Resemblance: This approach captures the brand’s essence through the meaning of the Chinese characters, rather than sound. For example, General Electric’s Chinese name, “Tōngyòng Diànqì” (通用电气), translates into “general electricity.”
- Hybrid Approach: This strategy combines phonetic with semantic resemblance, creating names that sound similar to the original and are meaningful to the Chinese audience. Perhaps the most famous example of this approach is Coca-Cola’s Chinese name, “Kěkǒukělè” (可口可), which echoes the original name and means “delicious happiness”.
Your name defines your brand identity in China
Your Chinese name is the first encounter of local consumers with your brand, and your first opportunity to establish and position your brand identity in this new vast market. In China, the characters, their pronunciations, and their cultural connotations play a pivotal role in shaping your brand perception in China. You only get one chance to make a first impression.
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Last updated: Aug 2024
