Chinese Putian（普天）Group wants to reach out more successful to the world and therefore takes a new foreign name, different from the earlier Pinyin transcription. Their new name, Potevio, has more of a western touch to it and is made up of parts that in different ways better represent their company. The initial letters “Po” stands for the word Potent and expresses strength and a strong foundation, the “te” brings forth thoughts about technology and telecommunication that represents their offer of products and services and finally the “vio” part stands for vitality and their innovative abilities. Additionally, Putian steers away from upsetting the French, Putain beeing very close to French word “Putain” which means prostitute and is an often used swearword. More info at www.putian.com 

Hennessy hits back at infringement
The reputable brandy cognac producer, Hennessy 轩尼诗, recently won a trademark dispute over Zhuhai Xiang Mu Tong trade and Xiamen Golden Huan Ya Food ltd. The latter two companies produced and distributed a series of wine products they claimed to be French cognac and which was named “Hanlissy” or 亨力士 in Chinese. Shanghai’s No 2 intermediate court ordered the two companies to pay 300 000 yuan in compensation and immediately stop the trademark infringements. 
[Shanghai Daily 30/11-05]

OUR THOUGHTS ABOUT BRAND NAMES, THIS MONTHS BEST AND WORST 
BEST - This months favorite Chinese name is: Bonjour = 法宝 (fabao) Why? 
First of all the name is short, only two characters meaning “French Treasure", easy to be understood and accepted by Chinese people. Secondly it’s keeping a phonetic resemblance with its foreign name through Bao-Bonjour and Fa reminds the customers of its origin country, France. Furthermore 法宝 (fabao) has a meaning of a magic weapon or talisman, something that can protect you and it is used in many Chinese tales. Thus the name is an excellent mix between easy to remember and read, good connotations and reminder of its western brand name and origin.
WORST - This month’s less-successful-name-award goes to the Japanese style fast food restaurant chain 池上便当. The Japanese origin and meaning of the name, with the first two characters being a family name and the latter two meaning a fast-food box meal, might be clear in Taiwan but in Mainland China the combination of the two characters 池 and 便 is unfortunate for any company and especially for one in the restaurant business. The reversed form 便池 means urinal or toilet and 上 is usually the verb used to “take the throne”.