Five tips to avoid brand name blunders in China

This article explains five important considerations for multi-national brands when developing their local brand name in China, and how to avoid common pitfalls of Chinese localization.

Five tips to avoid brand name blunders in China

Jerry ClodeResonance 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...

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