The Chinese Naming of Cosmetics Brands: Beauty Lies in Names

by Xiao Yi Hua

Dior, Chanel, Avon… Famous cosmetics brands all possess an elegant name, at least an appealing pronunciation, even if the word actually means nothing. That’s quite logical, because you cannot boost the sales of your beauty products with an ugly name in the age of branding. But how did brands adapt their names to the booming luxury market in Chine, the ancient Oriental dragon? I’d like to reveal the tricks of three western cosmetics brands translated in Chinese: LaMer, Estée Lauder…

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Perfumes and colors

by Gianluca Billo

    An example of naming trends in the perfume industry is the use of colors that identify a new fragrance. Noir or Black, Blue or Blu, Gris or Grey, and then Pink, White, Red, Green always preceded by the brand or the designer’s name and sometimes followed by an adjective or a name that recalls an image or a symbol (Free blue, Red Door) or that strengthens the color (Noir de Noir).   Choosing the name of a color…

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Cars in China – A name is not enough

by Gianluca Billo

  Over the last few years, the main worldwide car manufacturers in cooperation with the main Chinese car manufacturers have launched new brands for the Chinese market.   The name HORKI (Dongfeng Yueda Kia) is the union of Hor (China) and Ki (to drive), whereas ZHI NUO (BMW and Brilliance China Automotive) means “promises” or “keep one’s word”.  However, ZHI NUO uses Old Chinese which is more poetical and strongly evocative compared with modern Chinese; this is why it is…

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Do global names mean ideal names?

by Gianluca Billo

Does the ideal name really exist? Let’s take the example of IKEA, one of the most famous brands worldwide, easy to read and to pronounce all over the world. Is it pronounced the same way everywhere?  Not really. Let’s have a closer look at the Chinese market.   In China, the name IKEA (actually the sound IKEA), has been changed in order to suit their logographic language. It sounds like “Yi Jia” that recalls the occidental phonetics and means “comfortable…

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VIDEO: An introduction to brand naming

by Emma Peto

In May this year I gave a talk at the Great British Business Show held in London’s ExCel centre.  The talk was called An Introduction To Brand Naming.  It’s a short overview of the basics of naming, and highlights some of the issues you will need to consider when looking for a brand name.   For those of you who missed it at the show, or if you wanted to see it again, here it is below.   Or to…

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Generic top-level domains at top-level prices

by Eszter Fehér

We currently have 22 international generic top-level domains (such as the good old .com) with an additional 250 national-level ones (.co.uk for example) that we have got used to over the years. But when you get used to something, it is most likely that something will change… The applications for new generic top-level domains (gTLDs) are soaring, which will revolutionize the way domains work. It could be any extension imaginable, such as www.pedro.pizza or www.kindle.amazon. The price of applications aren’t…

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What if brands were one of us?

by Eszter Fehér

Brands are acting more humane to get in touch with the consumers and build up relationships. With social media, this is easier than ever before. But, how do we pick a brand over another brand? If brands are more personal, then we must treat them more carefully as well just like the people we surround ourselves with. They are part of our everyday lives and we want to make sure that we can trust them. Meeting As we are faced…

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Is It Branding Or Is It Marketing?

by Camille Medina

Not that long ago we exhibited at the Great British Business Show / Business Startup Show in London(some of you might even have come to chat with us?). Well to be perfectly honest with you, this event made me realise that many people misunderstand what branding is; in fact, I would say that it is more of a confusion than a real misunderstanding. If you feel unsure about what branding is or if you would simply like a refresher course,…

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When Swedish brands fail in English

by Andrew Hennigan

Swedish is a curious language where a “puss” is a kiss, a “kiss” is a piss and when your friends tell you that you are breaking the “fart” limit they just mean that you are driving too fast. Swedish English is equally interesting and while all adult Swedes speak the language with impressive fluency, they do not always use it the way a native speaker might and sometimes they are careless with unintended meanings or suggestions in their brand names….

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Social media branding and naming

by Rachel Sanderson

Choosing the right name has always been immensely important in a business set up. Heck, being given the wrong name at birth can even set you back so making sure your business name is spot on is vital for your business success. So you’ve chosen a great business name and got yourself a fabulous website with the perfect branding to help your viewers understand your message and what you have to offer them. In 2012 your branding and naming shouldn’t…

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