Picking a brand name in China is a business itselfhttps://indianexpress.com/article/news-archive/web/picking-a-brand-name-in-china-is-a-business-itself/

Picking a brand name in China is a business itself

After a hard day’s work,an average upscale Beijinger likes nothing more than to replace his dress shoes with a pair of Enduring and Persevering

MICHAEL WINES

After a hard day’s work,an average upscale Beijinger likes nothing more than to replace his dress shoes with a pair of Enduring and Persevering,rev up his Precious Horse and head to the pub for a tall,frosty glass of Happiness Power. Or,if he’s a teetotaler,a bottle of Tasty Fun.

To Westerners,that’s Nike,BMW,Heineken and Coca-Cola,respectively. And those who wish to snicker should feel free: the companies behind these names are laughing too — all the way to the bank.

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 peculiar problem. Given that China’s market for consumer goods is growing by over 13 per cent annually — and luxury-goods sales by 25 per cent — an off-key name could have serious financial consequences.

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And so the art of picking a brand name that resonates with Chinese consumers is no longer an art. It has become a science,with consultants,computer programs and linguistic analyses to ensure that what tickles a Mandarin ear does not grate on a Cantonese one.

Art “is only a very,very tiny piece of it,” said Vladimir Djurovic,president of the Labbrand Consulting Company in Shanghai,which has made a business of finding names for Western companies entering the Chinese market.

The paradigm probably is the Chinese name for Coca-Cola,Kekoukele,which not only sounds like Coke’s English name,but conveys its essence of taste and fun in a way that the original could not match.

Consider Tide detergent,Taizi,whose Chinese characters mean “gets rid of dirt.” (Characters are important: the same sound written differently could mean “too purple.”) There is Reebok,or Rui bu,which means “quick steps”,and Lay’s foods — Le shi — whose name means “happy things.” But finding a name involves more than just coming up with clever homonyms to the original English.

“Do you want to translate your name,or come up with a Chinese brand?” said Monica Lee,the managing director of the Brand Union,a Beijing consultancy. “If you go for phonetic sounds — you’re immediately identified as a foreign brand.”

For some products,having a foreign-sounding name lends a cachet that a true Chinese name would lack. Many upscale brands like Cadillac (Ka di la ke),or Hilton (Xi er dun),employ phonetic translations that mean nothing in Chinese. Rolls-Royce (Laosi-Laisi) includes two Chinese characters for “labour” and “plants” that more or less have become standard usage in foreign names — all to achieve a distinct foreign look and sound.

But on the other hand,a genuine Chinese name can say things about a product that a mere collection of homonyms never could. Take Citibank,Hua qi yinhang,which literally means “star-spangled banner bank,” or Marriott,Wan hao — “10,000 wealthy elites.” Or Pentium,Ben teng,which means “galloping.”

To introduce Clear dandruff shampoo to young Chinese,Lee’s firm decided to focus on the shampoo’s image. “It’s not about where this product comes from; it’s about the benefit it can bring,” she said. The ultimate choice,Qing Yang,combines the Chinese words for “clear” and for “flying,” or “scattering to the wind.” “It’s very light,healthy and happy,” Lee said. “Think of hair in the air.”

Precisely why some Chinese words are so freighted with emotion is anyone’s guess. But Denise Sabet,Labbrand vice general manager,suggests that the reasons include cultural differences and Chinese reliance on characters. Each character is a collection of drawings that can carry meanings of their own. Then again,some meanings are best avoided.

Microsoft had to think twice about bringing its Bing search engine here because in Chinese,the common definitions of the character pronounced “bing” are “disease,” “defect” and “virus” — rather inauspicious for a computer product. The revised name,Bi ying,roughly means “responds without fail.”

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Peugeot (Biao zhi) sounds enough like the Chinese slang for “prostitute” (biaozi). And in China,the popular Mr Muscle line of cleaners has been renamed Mr Powerful,(Weimeng Xiansheng). The product’s maker said in an e-mail that it had forgotten why. But it could be that when it is spoken,the name Mr Muscle has a second,less appealing meaning: Mr Chicken Meat.