Chinese Brand Name Check

by ChineseTrans, Monday, May 5th, 2014 at 9:39 am

(Chinese Translation, Doing Business in China, Marketing in China)

Now you comes to the China market, you need an ideal Chinese brand name first.

Well localized Chinese brand or product names play a key role in your Chinese market expansion.

If I am selling to you, I speak your language. If I am buying from you, You should speak my language!

What’s a Good Chinese Brand Name?

  • Easy to Remember: Most Chinese consumers find it hard to remember brand/product names in western languages.
  • Similar sound with the original language: The ideal Chinese brand name should “sound like” its western counterpart.
  • Positive Chinese Meaning: Chinese characters used to express the brand name should imply positive meanings for product quality to the target Chinese market.

KFC, Budweiser, Coca cola are good examples for great brand name.

First, Avoid Problems

Here are some potential problems a company’s brand name could face in Chinese market:

  • The brand name has a negative, unpleasant, offensive, suggestive, or embarrassing meaning in the target country
  • The pronunciation have negative connotations in Chinese?
  • The brand name is already in use in China, Taiwan, Hongkong, or Singapore
  • The brand name is difficult or impossible to pronounce in Chinese.
  • The images or colors associated with the brand have inappropriate meanings in Chinese


Brainstorm or Crowd-sourcing

You will get many choices of Chinese names through brainstorms or crowdsourcing.

More candidate names will keep you from risks. You could shortlist them and conduct brand name checks.


Conduct Chinese Brand Name Checks

Effective Chinese brand names come from a deep understanding of the Chinese market and imaginative use of product connotations in selection of Chinese characters.

The Chinese brand check can be fast-pass or in-depth.

Quick Chinese Brand Check

Quick Chinese Brand Check is a cost-effective process, the in-country linguists and brand checkers for each language quickly determine if a brand name has negative meanings or connotations in the target country.

In-Depth Chinese Brand Check

The in-depth Chinese brand check is more thorough process, multiple Chinese in-country linguists and brand checkers will determine if a brand name has negative meanings or connotations in the target region(China, Hongkong, Macau, Taiwan, Singapore).

They also answer additional questions, which are customized to the needs of the company brand. This will help identify possible advantages, and even suggest alternatives whenever there is a potential problem with the brand name.

In-depth Chinese brand checks may also include Chinese focus groups.


A Chinese brand check can save your brand investment. Without one, your company brand could suffer embarrassing and costly damage, and repairs may require more time and money than you can afford.

Contact ChineseTrans to get your Chinese brand check service.



Get Secrets and Tips about China Business!


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