Five tips to avoid brand name blunders in China
Choosing a Chinese brand name is often an afterthought for multinationals in China. Placing this vital task last on the 'branding to-do list' has often lead to local names that become liabilities – or a laughing stock.
To avoid making the same mistakes with Chinese brand and product names, here's five key considerations that should go into every brand's Chinese naming strategy.
1. Choosing a Chinese word that sounds similar isn't enough
Taking the original brand name and finding the closest Chinese equivalent seems intuitive, but is...