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Brand Source > LABReport Vol. 3 Iss. 2 May 2010
LABReport Vol. 3 Iss. 2 May 2010
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Words from the Editor

Welcome to the LABReport, a publication by Labbrand’s branding experts, bringing you insightful articles on market research, brand strategy, and the creative aspects of branding. 

 

As our regular readers know, you can always find valuable information inside to help build strong brands. Don’t forget to regularly read our blog, Brand Source, for up-to-date and analytical commentary on what brands are doing in China and abroad.

 

In this edition of LABReport, we discuss new research opportunities on Web2.0, give tips on brand portfolio strategy, and explore the integration of Chinese and non-Chinese names in logo design. We will also look at two interesting Chinese naming case studies from sportswear and fashion.

 

We hope you enjoy the reading!

 

From the LABReport Team
labreport@labbrand.com

 

05.27.2010
Qualitative market research and Web2.0

As the internet becomes ever more intertwined with our daily lives and growth in penetration rates show no signs of slowing down, more and more people are losing their inhibitions and posting greater amounts of information and intimate details of themselves and their social surroundings online, willing to share these details with anyone who is interested in listening.

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05.27.2010
Brand Portfolio Strategy

Today, many corporations suffer from brand proliferation, a phenomenon in which companies keep producing more and more brands without giving strategic consideration to how these additions affect their overall brand portfolio. This article reviews key terms, concepts, and tips related to brand portfolio strategy, the strategic approach to preventing brand proliferation.

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05.27.2010
Two Names, One Logo: Integrating Chinese and Non-Chinese Names in Logo Design

Many brands operating in China choose to use two names to represent themselves to Chinese customers: one composed of Chinese characters and another that is alphabet-based, such as an English name. Brands that choose to use both face the unique visual identity challenge of having separate logos for each or incorporating the two names into one, simple logo design.

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05.27.2010
Name Analysis: Case Studies from Sportswear and Fashion

Does your Chinese brand name mean what you want it to? As we have discussed before, choosing an appropriate Chinese name can be a big challenge for foreign brands. In this issue, we will look at two case studies, one from sportswear and one from fashion. Although a Chinese name may be similar to the original brand name in pronunciation, the meaning behind the characters should also be carefully considered.

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