它是您的公司本體的一個重要部分; 它是公司的面孔，并且它是事務和客戶之間的連接。 在許多方式品牌可能幫助做您的事務，或者它可能有效地毀壞您，在您甚而開始之前。 難怪擬定一個有效的品牌戰略和發現固有名稱對於您的品牌可以是很多像走一條繩索，特別是在國家，每個音節逐字地似乎有一個更加深刻的意思。 如此怎麼做Vladimir Djurovic， Labbrand的創建者咨詢，有限公司。 -上海根據品牌戰略、中國品牌命名，趨向&預期公司-設法是很成功的？ 「它是一個創造性的工作，它是關於賣樣式」。

它不是給中國帶來Vladimir Djurovic的淘金熱。 「我是高度對中國文化和語言方面的它感興趣。 在掌握幾種其他語言以後，我在學會中文發現了一個巨大挑戰。 當我採取了我的第一條路線，我的老師在黑板寫了一個唯一句子。 它包括了五個字符，并且我們花費1小時和一半推測他們。 從那片刻，我是多情關於漢語。 從那片刻，我是多情關於漢語。 當然并且它比現在成為了更多手段溝通在中國環境裡： 它是要做我的工作的必要。 普通話是我的關鍵儀器」。

愚蠢名字
Mandarin is often perceived as one of the world’s hardest languages to master, widely feared for the fact that the slightest mistake in pronunciation can cause great difference in meaning. No doubt this affects naming your business. “Naming in the Chinese language is tricky. The Chinese are always eager to make some pun-intended fun of your mistakes or accidental similarities. Therefore we make a great effort to avoid the obvious bad connotations. But if someone is after making your name into a joke, they’re always going to succeed. If not in Mandarin, then in one of the many dialects. Take Peugeot, for example. They came up with a nice name: 标致 biāo zhì, which means exquisite. Unfortunately, they overlooked the meaning of the name in Cantonese, where it could be understood as ‘hooker’. Combined with the fact that they took some outdated models to the market in Southern China, you can conclude they made for a good laugh.”

Advertise wise
“So what makes for a good name? Obviously many factors are to be taken into account. Not to mention the obvious, how about having a marketing budget? Consider this: if a name is good in theory, but no one has heard of it, its effect is not perceived and it doesn’t contribute to the brand image. So even though it implies additional costs, an average name can become accepted if it’s properly advertised. Garnier for instance has a Chinese name that actually means nothing at all, it’s just close to the original phonetically. Although in time they found a better alternative, they decided to keep the meaningless name, because they had already invested so much in its promotion that it had become a valuable asset.”

An ideal name
Which brands are the best in class? “Sprite initially used ‘事必利 shì bì lì’: ‘things must profit’. The profits weren’t high enough though. They then changed the name to ‘雪碧 xuě bì’ (snow green/jade), which sounds very cool, and sales sky-rocketed. But the most famous and effective name change probably is the one of Coca-Cola. This brand started with ‘ke ke ke la’, which is read as ‘bite the wax tadpole’ or ‘female horse stuffed with wax’ depending on the dialect. The new name – ‘ke kou ke le’ – means ‘good for taste, good for fun’. This is a brilliant name because it’s perfectly aligned with the brand identity of Coca-Cola.”

Final word?
Located in Shanghai Creative Industry Clustering Park, working with dozens of major companies entering China, Vladimir Djurovic clearly has become an insider in the Chinese culture. One who loves raising the bar for himself and encouraging others to do the same. “Entering a steady-going, older market, you will need to adapt to the rules that are set by the existing culture. In Shanghai, however, there virtually are no boundaries. And yet, I see a lot of businesses, particularly family-owned companies, coming here just because they feel obliged to show their face in the country the whole world is talking about. They try to keep their investments as low as possible. My advice: bring passion. Enjoy the freedom. Doing what? You name it!”

Printer friendly version of the interview “Chinese Brand Name philosophy.”

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