Case: Bureau Veritas has many different company brand names, causing internal and external stakeholders to not fully appreciate Bureau Veritas brand value, identity and attributes.

The name creation was to express the unified strength of Bureau Veritas’ 4 business units under a sole brand identity that was representative of the company expertise and that reflected the image of a prestigious international group in Greater China.

Solution: Labbrand assisted Bureau Veritas to create a simple, memorable, and engaging name. The final name chosen was 必维 [bì wéi], a name saying expertise.

必维 [bì wéi] seamlessly combines the concepts of competence (必), security (必) and protection (维) in a prestigious and phonetically pleasant Chinese brand name that resembles closely the original one.
On one hand, 必维increases cohesiveness among employees. On the other, the name builds a consistent brand image among different stakeholders and ultimately strengthens the equity of the brand on the Chinese market.