If you don’t name it, people will name it for you:
If your company doesn’t name your brand in China, you may find your customers and clients in China have already given your brand a name. To start with, Chinese people are likely to simply translate your brand name into Chinese according to its English pronunciation. However, the name most likely won’t effectively communicate your brand attributes or attract your target market. Even worse, other players in the market could create a Chinese version of your name and take advantage of it.
Protect your IP:
A unique Chinese brand name could also give you better protection for your brand and trademark. China uses a “first to file” system when it comes to trademarks, meaning that the party who files for registration first gets the trademark, while the West uses a “first to use” system. So it’s important that you register your Chinese trademark as soon as you have the Chinese name. If it is not well protected, your brand image can be harmed due to counterfeiters.
Strengthen Your Positioning:
A good, meaningful Chinese brand name can transform the brand equity of your original brand into the Chinese market. It can also add a local dimension to your brand’s identity. A good Chinese name is an effective combination of both local and international elements which can greatly appeal to your target market.
The English name for transcreation can be a company name, a brand name or a product name.
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