Creating the right Chinese name is an essential part of brand success in China. Without it, local consumers simply have no basis to talk about your brand. Initial curiosity simply stops with a blur of mispronunciation and awkwardness, going no further.
Name Creation for China’s Digital Consumers
As Chinese consumers seamlessly integrate digital into their everyday lives, a brand’s Chinese name must also achieve the same level of integration.
Traditional approaches to naming in China have failed to move on, still stuck on case studies of the how early arriver brands such as Coca Cola and McDonald’s created recognized local names. However, these brands created their names in a context where foreign brands with Chinese names stood out as novelties, so an additional level of acceptance was shown by locals.
The New Competitive Reality of Naming in China
Fast forward to 2016 – the task of finding the right Chinese name is fundamental and not even a little bit cute. Failure to understand the local cultural and category context means your name may quickly become a heavy liability to your brand extension in China.
Digital in China, is often thought of as an “add on” in terms of brand strategy. Likewise, a local name is similarly considered a hygiene point or a simple task in translation.
However in the context of a digitized China, your Chinese name is invariably the first impression local consumers will have of brands, as they share and search for new experiences with social networks.
A Chinese name created for China’s digital reality is essential to successful engagement and talk-ability locally.
As part of this series – Naming for Digital China – I will discuss the different components of successful name creation for modern Chinese consumers. The perspectives are drawn from Resonance China’s Naming CheckList, our unique Name Creation approach that forms part of our bespoke research offer SMART.
Look forward to learning how to make your Chinese name digital-proof, this week and next.