For any brand entering the Chinese market, choosing the right Chinese name is a top priority! Finding the right name is crucial for Western brands to help them develop and gain consumer trust.
The main issue when choosing a name is hanzi, the Chinese characters, as there are SO MANY different characters that can be used to represent a spoken syllable. A poor translation could make a brand known for all the wrong reasons!
For example, the luxury fashion brand Bottega Veneta chose the Chinese name Baotijia (宝缇嘉). Unfortunately, this word has a negative undertone meaning “a steep drop in price” which certainly does not match the high-end image of the brand!
When choosing a Chinese name, brands need to come up with something memorable that conveys its story, and something easy to pronounce with no negative connotations in Mandarin and other dialects. Lucky and unlucky names as well as characters also have to be considered! For example, the number 8 is thought to be lucky because ‘Ba’ sounds similar to ‘Fa’, which means wealth.
A brand that has hit the nail on the head is Chanel 香奈儿 (xiang nai er). The first character means fragrant – a suitability fitting word for the brand that created one of the most well-known and loved fragrances in the world – Chanel No. 5! The second and third characters are phonetically similar to the French pronunciation but also suggest femininity, a quality that is very much in line with the Chanel brand. Smart, right?
Find out the meanings behind the Chinese names of well-known brands such as Gucci, Persol and Ray-Ban in the video below, thanks to our team in the SmartBuyGlasses Shanghai office.
[embedyt] https://www.youtube.com/watch?v=OYOKZQ17_fU[/embedyt]
GUCCI – Gǔchí (古驰)
The influential luxury brand, Gucci chose its Chinese name by following the sound of its original pronunciation. However, Gucci wanted to add meaning! 古 means ancient and 琦 means fine jade or valuable stone. This adds a sense of value and prestige to the brand, even though it doesn’t tell you exactly what the company does!
VERSACE – Fànsīzhé (范思哲)
Versace, a globally renowned brand, is known for its bold and seductive designs. Its translation means “stylishly thinking about philosophy”. With Versace’s chic image, we can’t help but agree!
PERSOL – Pai Suo Er (佩索尔)
Persol is one of the oldest eyewear brands in the world and it continues to create timeless designs of the highest quality. Its Chinese name translates as “manner and demand”, and there certainly is a demand for its beautiful sunglasses!
Celine is a French fashion brand known for its minimalistic elegance. The brand exudes luxury, glamour and sophistication, and so it’s no wonder that the meaning of its Chinese name is “prettier than jade”.
BALENCIAGA– Ba Li Shi Jia (巴黎世家)
Balenciaga, known for its creative designs, bold shapes and intricate detailing, is the epitome of haute couture. With a translation of ‘Parisian nobility’, its Chinese name captures the essence of this high-end brand.
RAY-BAN – Lei Peng (雷朋)
Ray-Ban is well-known for a variety of its popular shapes including the Aviator and the Wayfarer. The game-changing frames burst onto the scene, turning military style sunglasses into a revolutionary commercial product! In Chinese, the first character means ‘thunder’ which perhaps represents the way Ray-Ban exploded onto the scene! The second character means ‘friend’ and a pair of Ray-Bans is indeed a trustworthy partner.
SUPERDRY- Ji Du Gan Zao (极度干燥)
Superdry creates sporty, laidback clothing that uses premium fabrics and British tailored cuts. It is a reliable, no nonsense brand that does not mess around! With Superdry, you know what you’re going to get which is why it stuck to its roots with its Chinese name that translates as super dry!
Brands with phonetic translations that carry no meaning:
OAKLEY – Ou Ke Li (欧克利)
Oakley is synonymous with comfort, cool and quality and you can never go wrong with its beautiful designs. The brand has opted for a Chinese name which sounds similar to Oakley as, after all, Oakley is a brand that everyone knows!
TOM FORD – Tang Mu Fu Te (汤姆福特)
Tom Ford creates impeccable designs across his entire range, including womenswear, bags, jewellery and of course, the sunglasses collection. Vintage inspired, his retro sunglasses are elegant and glamorous! The third character of its Chinese name means “blessed” and the fourth means “unique”. You will certainly feel both in a pair of Tom Ford sunglasses!
CARRERA – Ka Lei La (卡雷拉)
Carrera creates innovative designs that make a statement. They are made for the fearful who want to stand out from the crowd. Although Carrera chose its Chinese name phonetically, the second character can be translated as “terrific”, which Carrera sunglasses certainly are!
