They say there is power in names and nowhere is that truer than China, where Chinese characters often carry a deep significance. For any brand planning to enter the Chinese market, choosing the right Chinese name is usually a top priority.
In choosing their Chinese name, brands should consider something that is memorable, easy to pronounce and with no negative meaning in the multiple Chinese dialects, and that conveys a sense of the brand’s DNA. This can be a challenge for luxury fashion houses, as their name often comes with its own heritage(传统) and meaning. However, they also have the advantage that they may enjoy a certain degree of brand recognition in China.
Brands have three main options when it comes to choosing a Chinese name. The majority choose a simple transliteration(音译), choosing a series of characters with sounds that are closely similar to the pronunciation of the brand’s original name. For example, Dior’s Chinese name is“迪奥”(di’ao).The two characters, while meaningless in combination, respectively mean “to enlighten” and “mysterious”, a smart choice for this brand.
Since more and more Chinese people are travelling abroad and they tend to pick up a short form, for instance, LV for Louis Vuitton, brands might wonder whether it is even necessary to spend considerable time and energy coming up with an official Chinese name. Nevertheless, most marketers still advise that brands select an official Chinese name. “Although brands only use their English name on their shop front, they still need a Chinese name, as their customers, sales assistants and floor managers usually won’t use the English name,” argues Louis Houdart, CEO of China-based branding agency Creative Capital.
Houdart adds that it is important for brands to establish and popularize their Chinese name, otherwise they might run the risk of customers’ coming up with their own understanding and pronunciation, messing their brand’s image and leaving it open to copyright infringement(侵权).
【小题1】What’s the bright side for luxury fashion houses while choosing a Chinese name?| A．It’s possible for those brands to be recognized by Chinese customers. |
| B．It’s lucky to decide a Chinese name that can be accepted by Chinese consumers. |
| C．It’s easy for them to contain their heritage and meaning in their Chinese name. |
| D．It’s unnecessary for those brands to spend energy choosing a proper Chinese name. |
| A．Giving the name a short form “BV”. | B．Translating the name into宝格丽. |
| C．Ignoring Chinese customers’ demand. | D．Sticking to the English name. |
| A．Diane Von Furstenberg is usually referred to as “DVF” instead of a Chinese name. |
| B．It is essential for brands to set up their Chinese name and make it understandable. |
| C．Louis Vuitton has never meant to come up with an official Chinese name so far. |
| D．Chinese consumers get fairly used to pronouncing those brand’s names in English. |
| A．Behind the Right Chinese Name | B．The Influence of Famous Brands |
| C．The Power of Brand Recognition | D．The History of Famous Brands |
