Finding a good brand name: The first step to get success in Chinese Market for International brands Akio Morita, the founder of Sony, once said: “A brand should take a resounding name so that customers will have happy associations for the brand, which can help the brand gain more popularity and enhance competitiveness.” A good name will bring bright future …
Being Microsoft
All I can think is that Steve Ballmer had a Bing fetish? Or maybe they’d spent gazillions on the domain name? Or Microsoft had not a single Chinese speaker within three degrees of separation from the board room? Yes, the leading paragraph is all uptalk, which I don’t generally do. The point of the diffident uptalk is that we can …
Donkey names, pube names
Speaking of donkey names, the mocking names given to famous brands in China, I forgot to mention one other coining we’d considered: Pube name Right. Ugh. Pubes. It kind of comes with the territory. The Chinese internet is famously creative with its crude metaphors. So at least one wag has combined the common internet way of referring to oneself as …
Flee your dolt name
You’ve heard us talk about donkey names, and how devious punning gets applied to pretty much every brand in China. Being known as the donkey brand hasn’t hurt Louis Vuitton, you’re thinking, so maybe this whole “naming risk” thing is a little overstated. Well, consider for a moment the Benz that’s getting dusted off this fine spring morning in some …