Choosing a Chinese name for your brand can take months, if not years (something The Drum knows all too well, but more on that later). Rather than eureka moments scribbled on cocktail napkins or the backs of cigarette packs, translating your brand for the Chinese market is more a science and likely involves linguists, analysts, marketers and focus groups.
Jolin Guan, executive strategy director at Superunion in Shanghai, says that while the right name is essential no matter the language, in China it is both extremely important and extremely difficult.
“The Chinese language system has unique sounds, shapes, meanings and etymology. Read full story ›
Source: The Drum
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