هو جزء مهمّة من [كربورت يدنتيتي] ك; هو الوجه من الشركة وهو التوصيل بين عمل وزبونة. في كثير طرق [برند نم] يستطيع ساعدت جعلت عملك, أو هو يستطيع بشكل فعّال دمّرت أنت قبل أن يحصل أنت حتّى يبدأ. ما من عجب يصيغ فعّالة إشارة إستراتيجية ويجد [بروبر نم] لإشارتك يستطيع كنت كثيرا مثل يمشي [تيغتروب], خصوصا في بلاد حيث حرفيّا كلّ مقطع لفظيّ يبدو أن يتلقّى معنى عميقة. هكذا كيف يتمّ فلاديمير [دجوروفيك], المؤسس [لبّرند] يستشير, [لتد.]. - أسّس شنغهاي إشارة إستراتيجية, إشارة صينيّة يعيّن, اتّجاهات & شركة مستقبلية - أدرت أن يكون هكذا ناجحة? "هو شغل مبتكرة, هو حول يبيع أسلوب."

هو [ب] لم نوع ذهب إستعجالات أنّ أحضر فلاديمير [دجوروفيك] إلى الصين. "كان أنا جدّا راغبة في الثقافة صينيّة والمظهر لغويّة من هو. بعد يسيطر عدّة أخرى لغات, أسّس أنا تحدي عظيمة في يعلم صينيّ. عندما أخذ أنا مسلكي أولى, معلمتي كتب واحدة جملة وحيدة على السبورة. هو تألّف خمسة رموز وأنفق نحن ساعة ونصف أن يحسبهم خارجا. من أنّ عزم فوق, كان أنا جموحة حول صينيّ. و [بي نوو] [أف كورس] قد أصبح هو أكثر من [منس] من يتّصل في البيئة صينيّة: هو حاجة أن يتمّ شغلي. مندرين جهازي أساسيّة."

اسم حمقاء
لاحظت مندرين غالبا كواحدة من العالم يستعصي لغات أن يسيطر, على نحو واسع يخشى للحقيقة أنّ الغلطة خفيفة في التّلفظ يستطيع سبّبت فرق عظيمة في معنى. ما من يأثر شك هذا يعيّن عملك. "يعيّن في اللغة صينيّة عسيرة. 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 Combined with the fact that they took some outdated models to the market in Southern China, you can conclude they made for a good laugh.”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!”

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