Western companies are getting creative with their Chinese names -

Western companies are getting creative with their Chinese names

Credit: economist.com

  • Dec 07 2017 18:15About: 4 days ago
  • 13 views

MCDONALD’S drew ridicule in China when it changed its registered name there to Jingongmen, or “Golden Arches”, in October, after it was sold to a Chinese consortium. Some on Weibo, a microblogging site, thought it sounded old-fashioned and awkward, others that it had connotations of furniture. The fast-food chain was quick to reassure customers that its restaurants would continue to go by Maidanglao, a rough transliteration that has, over the years, become a recognisable brand name. But for most companies now entering Chinese markets, transliterations are a thing of the past, says Amanda Liu, vice-president of Labbrand, a consultancy based in Shanghai that advises firms on brand names.

Companies are instead choosing Chinese names with meanings that capture people’s imagination. That often involves going beyond a direct translation. New entrants are taking inspiration from BMW, which is the evocative Baoma, or...Continue reading

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MCDONALD’S drew ridicule China when changed registered name there Jingongmen “Golden Arches” October after sold Chinese consortium. Some Weibo microblogging site thought sounded old-fashioned awkward others that connotations furniture. fast-food chain quick reassure customers restaurants would continue Maidanglao rough transliteration has over years become recognisable brand name. most companies entering markets transliterations thing past says Amanda Liu vice-president Labbrand consultancy based Shanghai advises firms names.Companies instead choosing names with meanings capture people’s imagination. That often involves going beyond direct translation. entrants taking inspiration from BMW which evocative Baoma or...Continue reading

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