Sports brands in China: how did they manage their naming?

Nowadays, sports are prevailing among many Chinese people of all ages. They believe that sports does good to health, entertain and relax themselves; some people are convinced that sports can make friends and some, especially for young women, insist that doing sports can keep body fit and make them beautiful and confident. As a result, more and more emerging sports brands, as competitors against the existing international brands and national brands are making efforts to win a seat in Chinese sports market.

But how can they earn a place in the Chinese market? What is a good Chinese company name?

How did Sport companies have selected their Chinese brand names?

Obviously, a good Chinese brand name is of vital importance. It is fundamental and the first step to knock the door of the Chinese market.

Below is the list of 41 sports brands’ name we selected after our research, which are popular among Chinese customers. According to this list, we got 20 characters most frequently used in these names. This study gives us an idea about the preference of Chinese characters using in sports brands names.

The 14 characters most frequently used in sports brands Chinese naming with their Chinese meaning

 The three best translated brands name in China we selected:

• REEBOK锐步: The Chinese name makes use of the tones with the English name, and rhymes with the original name perfectly. “锐”means sharp and swift and “步” means steps. The original name refers to a kind of antelope which has a light body and runs very fast. And the Chinese name expresses the meaning directly: with their products, you could gain a feeling of safety and run very fast. It is apparent that the Chinese name shows the aim directly to Chinese customers and then promotes the products successfully (see more about their branding on their weibo account and tmall account).
• NIKE耐克: The Chinese name has a similar pronunciation with the English name. “耐”means durable and “克” means to overcome something. The Chinese name means that their products are of good quality and it is not easy to be worn out though you are doing some strenuous exercise. With their shoes, you can run faster with comfortability, which can contribute to overcoming yourself and encouraging you to strive for the best. Apparently, the Chinese name gives an add value to its original name.
• 彪马: The original name also sounds similar with the Chinese name. “彪”means strong and rough, and “马” means horse. The English name means leopards, but, for the reason of similar pronunciation and connotations in Chinese. The mark chose the signification of powerful and unconquerable horse .The name’s meaning fits perfectly with the brand’s aim.

Amanda