In the realm of international business entering the Chinese market, establishing a robust brand presence in the local language is imperative. However, relying solely on a phonetically similar local name to signal foreign origin is insufficient. The intricacies of the Chinese language demand that firms meticulously craft character combinations for their brand names. This is where Chinese transliteration strategies for foreign brand names come into play, guiding businesses in navigating the literary nuances and ensuring effective communication of their identity when launching products and services in China.

Chinese Transliteration Strategies – Simple Transliteration
Some firms entering the Chinese market have used fairly straightforward Chinese naming strategies. When their industries have clear and commonly acknowledged set of desirable characteristics, they feel that if such key attributes are implied in the transliterations of the original brand names, their resulting Chinese brand names can be accepted by most Chinese consumers.

And for many firms, this strategy has worked. For example, the French retailer Carrefour has chosen家乐福 (jiālèfú) as its brand name in the Chinese market. This name means “home/family-happy-fortunate”. The three character combination not only sounds like its French name but also conveys the desired qualities of a supermarket providing products that enrich family life. Similarly, for German auto firm BMW, the transliteration宝马 (bǎomǎ), meaning “treasure horse,” correctly infers the luxury and reliability of its cars.

However, following such a basic naming strategy is not feasible for all foreign firms entering the Chinese market. Other companies have found that in the process of transliterating their original brand names, they cannot find phonetically similar character combinations that effectively portray desired brand attributes.

Phonetically Similar Name with Different Brand Attributes

Under such circumstances, some companies decide to use characters that are phonetically similar to the original brand name but hold no meaning or relevant association to the original brand. Others select characters that are phonetically similar to the foreign name but reflect different brand attributes. This article will discuss the second strategy by providing advice on two transliteration methods and outlining potential benefits.

Method 1: Appeal to Status Needs

There is a tendency for Chinese consumers to purchase products that can increase their status in the eyes of others. In his research of Cultural Dimensions, Dutch writer Geert Hofstede viewed China’s low score for individualism as evidence for the importance of adherence to the collective cultural heritage. The argument is affirmed by a McKinsey research report on Chinese consumer behaviour, which notes the strong influence of the opinions of family and friends on purchasing decisions of the average Chinese consumer. Both sources attest to the importance Chinese people place on being recognized and admired by others for their actions, a principle that also holds true for their choice of brands. The firms who choose a Chinese name which is phonetically similar to but reflect different attributes than their original brand name have turned to creating Chinese transliterations that effectively appeal to Chinese consumer’s aspirations for status.

Power and Grandeur
There are two main ways to achieve the status-raising result. The first is to have the Chinese brand convey a sense of power and grandeur. Characters with straightforward and well-understood definitions and/or references to power are strongly preferred in these brands. One set of characters that fulfil such a purpose is those of respected animals and creatures. For example, 虎(hǔ), meaning tiger, represents ferocity and aggressiveness. The driver of a Land Rover (路虎lùhǔ or “the tiger of the road”) SUV is given a sense of unrelenting ambition and determination to succeed, hidden behind a classy and elegant appearance. Dragon (龙, lóng), on the other hand, represents legendary dominance over others and unequalled raw power. Both German retail firm Metro (麦德龙, màidélong, meaning “grain-virtue/German-dragon”), and auto manufacturer Citroen (雪铁龙, xuětǐelóng, or “snow-iron-dragon”) uses the term to convey the physical power of both its products and its clients through the Chinese brand names.

Authority and Wealth
Another set of characters that can be used successfully in Chinese brand names are those conveying authority or wealth. These are much more direct in expressing the status of the users. For example, American hotel chain Marriott has chosen the Chinese brand 万豪 (wànháo), roughly meaning “ten thousand wealthy elites”. The name itself gives the impression that anyone staying in a Marriott belongs to the upper class in Chinese society. In another example, accounting firm KPMG chose the name 毕马威 (bìmǎwēi), meaning “completed-horse-power.” Combining the use of horse (马), implying speed and reliability, and 威 (wēi), meaning ability to deal damage as in “威力” (wēilì), the Chinese name implies the consistent power delivered to KPMG’s clients.

Method 2: Desire for EleganceGrace and Beauty

Not everyone wants to be seen as powerful and mighty. For instance, female Chinese consumers traditionally choose brands that reference grace as well as beauty. In this way, they can fulfil their needs to be seen as elegant and educated.

Most often, characters specifically meaning beauty and grace are used to express elegance in Chinese brand names. For example, American investment bank Merrill Lynch named its Chinese brand 美林 (měilín), or beautiful-forest. Similarly, the cosmetic supplier Avon gave their products the Chinese name 雅芳 (yǎfāng), meaning elegance-fragrance, which is immediately associated with the image of a civilized and charming lady. Characters such as美 (měi) and雅 (yǎ) that directly refer to the outer or inner attractiveness of the brands can strongly increase their desirability for beauty-conscious Chinese consumers

Positive Qualities and Sophistication
Yet, other characters which do not directly mean beauty can also be used to reference positive qualities of both people and places. The 林 (lín) in 美林 (měilín, Merrill Lynch) means forest, and in Chinese culture, a vast forest generates imagery of calmness, serenity, and purity. Bag manufacturer Lesportsac’s Chinese name 乐播诗 (lèbōshī), meaning “communicates elegance in a happy way,” emphasizes 诗 (shī, poems) as a graceful literary tradition enjoyed by the educated. Choosing brands associated with calmness and love of poetry gives the customers an element of sophistication. (See our previous article on The Poetic Dimension of Chinese Brand Names).

Differences between China and Western Countries

As we delve into the intricacies of these two transliteration methods, a notable distinction arises when comparing the Chinese market to Western countries. In Western societies, higher income levels and a diverse array of branded products afford consumers the luxury of focusing on the unique attributes and functionalities of the products they choose. Additionally, a consumer’s brand preferences become a powerful means of expressing their individual identity and distinctive qualities. A prime illustration of this phenomenon is the iconic success of Apple, a brand synonymous with “coolness” despite its unrelated name to electronic products. Here, the brand serves as a conduit for buyers to showcase their personality. Understanding these dynamics is pivotal for crafting effective Chinese transliteration strategies that resonate with the unique consumer behaviors and expectations prevalent in the Chinese market.

Although both Western and Chinese consumers make purchases to affect other people’s perceptions of them, they are doing it for different purposes. Chinese people want to demonstrate that they belong to an elite group. They are eager to be categorized with celebrities and authority figures. This is why they appreciate brands conveying power, grandeur, elegance and beauty, and why they are usually not interested in brands that appear too unique and unusual.

It’s crucial to recognize that the two alternative transliteration strategies may not be universally suitable for many foreign brands. Within Chinese society, a substantial segment of consumers prioritizes practical aspects over perceived status and elegance when making purchasing decisions. Understanding the diverse preferences within this practical consumer base, varying across age groups, industries, and product categories, is essential. This underscores the significance of Chinese transliteration strategies tailored to the specific dynamics of the target market. Before finalizing how to transliterate foreign brand names into Chinese, foreign firms must meticulously evaluate their intended Chinese consumers to ensure resonance and effectiveness.

Have a question about finding a Chinese brand name for your foreign company, product, or service? Contact us at info@labbrand.com