それはあなたの企業イメージの統一戦略の重要な部分である; それは会社の表面であり、ビジネスと顧客間の関係である。 多くの方法では銘柄はあなたのビジネスを作るのを助けることができるかまたは始まる前に効果的に破壊できる。 当然有効なブランドの作戦を作り出し、あなたのブランドの固有名を見つけることは文字通りあらゆる音節により深い意味があるようである国の、特に歩くことのよう綱渡りたくさんである場合もある。 従ってVladimir Djurovicをいかにするか、相談しているLabbrandの創設者株式会社。 -上海はブランドの作戦、示す中国のブランド傾向及び将来の会社を基づかせていた-とても成功するがあることをどうにかしてか。 「それは様式の販売についてである創造的な仕事、それある」。

のは中国にVladimir Djurovicを連れて来たゴールドラッシュではなかった。 「私はそれの中国文化そして言語面に非常に興味があった。 他の複数の言語を習得した後、私は中国語の学習の大きい挑戦を見つけた。 私が私の最初コースを取ったときに、私の教師は黒板で1つの単一文を書いた。 それは5つの特性から成り、私達は1時間およびそれらを把握するために半分を使った。 その時から、私は中国語について熱情的だった。 そして今ごろはもう当然それは多くによりなった 中国の環境で伝達し合う手段: それは私の仕事をする必要である。 マンダリンはである私の主器械」。

愚かな名前
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 Combined with the fact that they took some outdated models to the market in Southern China, you can conclude they made for a good laugh.”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!”

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