Chinese Naming for Online Brands: How to Stand Out from Competitors

The internet age has struck almost every corner of the globe. We use the internet to obtain information, to check the news, to indulge in online shopping, and to expand our social circle. In China, over 450 million people now use the internet – this is more than the entire population of the U.S (Wright, Bryan; January 19, 2011). About 92% of all internet users in China engage in some sort of social media, whereas this is true of only 72% of Americans (Millward, Steven; May 2, 2011).

Presenting a strong brand in the Chinese language can be considered a necessity for an international firm entering the Chinese market. The literary nature of Chinese language forces firms to carefully consider the character combinations of their brand names before launching their products and services in China.

A very interesting post has appeared today on danwei.org. Apparently, a good 40% of Chinese TV’s brand names and logos are bluntly violating the law.

New Year, new life...this must have been the motto of Alcatel Shanghai Bell for 2009. In fact the Alcatel & Lucent merged company has launched its new brand name and logo starting from January 8th 2009: from Alcatel Shanghai Bell to Alcatel Lucent.

Name and logo go back to the companies’ history – by combining two solid equities and evolving them in a rejuvenated brand for the telecom industry in China – but also communicate strongly on the Chinese identity.

A great brand name is one of the most important assets of a company. It conveys the brand identity, it tells people what the company does and why it does it better than others, and it gives space for creative design and communication developments. One phrase – preferably no longer than 4 syllables or 4 characters – that can tug the heartstrings of your audience. Creating a brand name that wields this much meaning is quite a challenge. But such a challenge becomes even greater when it comes to the Chinese market!

Digicorp Inc, a China focused youth marketing and media Company has recently gone though a strategic change which will be soon reflected in its new name: China Youth Media. The move is viewed as the company’s foray into the world’s largest youth market. The new name will come into effect around October the 15th along with a new – undisclosed till now - logotype.