The brand is positioned as an optical retail store targeting 20-40 year old consumers who appreciate fashion, beauty and uniqueness. Grand Optical wanted to convey brand attributes of France, fashion, beauty, fantasy, originality, romance, and femininity, so a new Chinese brand name was created to help communicate the life style brand effectively in the Chinese market place.
Starting with competitor Chinese naming analysis and followed by the creative brief, Labbrand’s naming team created 12 Chinese name candidates with the client through two rounds of creation. The brief was first fine-tuned semantically, and then the linguistic check was conducted. Finally, through a consumer market test to check the overall pros and cons of the 8 recommended name candidates, the best candidate was chosen for registration.
The chosen Chinese name is 黎视坊 [lí shì fāng]. 黎 [lí] means Paris, evocating romance and elegance in people’s minds, 视 [shì] means vision and sight, highlighting the products of the brand and the chain store. 坊 [fāng] means workshop, representing professionalism, expertise, as well as the friendly accessibility of the brand to the target audience.
The name can be summarized as “an optical workshop from Paris”, containing associations of Paris, optical, and good quality. Also, as a B2C brand this name is easy to read and remember and is a unique combination. 黎视坊 [lí shì fāng] will surely impress its target consumers to build its brand equity in the years to come.