SMART@Resonance to present Chinese Naming Session at AmCham Shanghai

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On Thursday July 21 10am-12pm, Jerry Clode will present a special Chinese naming session at the American Chamber of Commerce Shanghai.  The presentation will be part of the “How To” Workshop Series, run for local members and interested public by the Shanghai Chamber.

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A dedicated session of naming on China

In the session, Jerry will introduce linguistic and cultural considerations that go into creating a local brand or product name in China – including the unique nature of the Chinese language, and how the concept of ‘what a name means’ completely changes in the local context.

Also Jerry will discuss examples of naming that ‘gone wrong’ in China and why, before introducing the aspects of SMART@Resonance’s Name Creation Process, including a recent example of our naming work.

At the end of the session, Jerry will allow participants to do some ‘hypothetical’ Chinese naming, so they can put their knowledge to the test.   It will be a a very worthwhile for Chamber members, and others attending.

To join the event, read here, or read below for further details on how to participate on Thursday morning 21st 10.00-12.00.

The press release reproduced from http://www.amcham-shanghai.org/

AmCham Shanghai’s Marketing & Media Committee is excited to bring in Jerry Clode, Director of SMART @ ResonanceChina, to give a how to workshop on Chinese naming on Thursday, July 21st from 10:00 to 12:00 at AmCham Shanghai Conference Center.

A Chinese name is essential to doing business in China, but too often, brands treat naming as a simple task of translation. However, the Chinese language is super complex, creating the possibility that your local brand name could potentially send the wrong message to your local audience. Making the wrong assumptions or taking unnecessary shortcuts could leave you with a name that becomes a long-term liability for your brand in China.

In this 2-hour session, Jerry will explain the key considerations that go into creating a winning name in China – from the perspectives of language, competition, digital and local consumers. The session will provide entertaining visual examples, case studies of brands that got it right (and not so right), plus an interactive exercise to grasp the fundamentals of naming your brand/product in China.

Key insights will be provided at our workshop include:

• How to understand the linguistic ‘ins’ and ‘outs’ of creating a local Chinese brand name
• How to ensure you get your name right in China
• How to avoid ending up with a name that becomes a liability
• How to ensure you complete the ‘must-dos’ of creating a great name in China

Agenda:

10:00  Registration and networking
10:15  Presentation
11:00  Interactive Group Work
11:30  Q&A
12:00  Event Ends

About the Speaker:

Jerry Clode is Director of SMART @Resonance China – a bespoke strategy, research and naming service, based in Shanghai.  He first came to China in 1994, studying at university-level in Nanchang, Jiangxi. This study formed the basis of his in-depth linguistic analysis of rebel Guangzhou newspaper Southern Weekly. After a tenured academic career at RMIT University Melbourne, where he taught Chinese cinema and language, Jerry then began his prestigious career in marketing.

Starting out in China, Jerry worked closely with leading American brands, such as Disney and Budweiser, to understand Chinese consumers through innovative techniques, such as in-depth immersion and consumer film. Before joining Resonance China, Jerry co-lead WPP Added Value’s Cultural Insight offer in London. His goal with SMART @Resonance  is to create world-class research solutions for clients in China, placing emphasis on understanding challenges from the point-of-view of Chinese consumers.

This program is brought to you by AmCham Shanghai’s Marketing and Media Committee. For more information on how you can get involved with this or any of AmCham Shanghai’s 18 industry-specific committees, please contact us at Committees@amcham-shanghai.org.

About Author

Jerry Clode

Jerry Clode is Head of Digital & Social Insight at Resonance. He leads Resonance SMART, providing leading-edge research, strategy and naming for brands in China using bespoke methodologies. Jerry also produces Resonance's popular China Social Branding Report, a bi-weekly publication covering modern marketing methods of the world's top brands.

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