Chinese trademark naming services

The art of
brand localisation for China

Create and register your Chinese
of the brand, to:

Improve SEO by including it in search results
Better embed it better in local culture
Realise its full potential in China
Get a brand exclusive in China. Make it work just for you
Give it a deep meaning that is clear to the Chinese
Communicate with Chinese people in their native language
Creation of Chinese brand equivalents is
an art, an art that is crucial to the success of your brand in China
An art that seeks to adapt to local specificities by embedding a deliberate, memorable message.
The Chinese brand for the Chinese is closer than written in the Latin alphabet
The creation of Chinese names is an art that draws meanings from thousands of characters
Chinese people think, speak, read and write in Chinese and not Latin.
A single, coherent Chinese brand identity
Chinese online ecosystem
of internet users

The process of creating
Chinese brand name

The first step is to describe the brand world, its values, key message and target audience. The brand needs to decide on the preferred method of creating the Chinese equivalent, the length of the Chinese name and the list of classes in which the mark will be protected.
Creation of name proposals
Professional Chinese native, a specialist in brand naming, creates proposals for Chinese equivalent brands
Linguistic check
The sounds and connotations of the proposed brands are analysed in Mandarin, Cantonese, Shanghainese and Sichuan dialects. All to ensure that the names do not have any undesirable meanings or associations.
Registrability assessment
Prepared Chinese trademarks are assessed with regard to their registrability. For this purpose, trademarks with earlier priority listed in the database of the Chinese Trademark Office (CNIPA) are examined. The analysis of the registrability of trademarks is based on the classes indicated in the brief. Trademarks for which a high probability of availability for registration is assessed are presented to the client.
Selection by the client of one of the proposed marks.
Filing for protection
Application for protection of the chosen name.

Methods for creating
a Chinese brand

The Chinese version of the brand is composed based on the brand's guidelines for character and message. The name itself can be composed in one of four ways.
The first approach is to ensure the brand name created phonetically resembles the original. The second is to encode the intended meaning in a way that is naturally understandable to the Chinese audience. The third is a hybrid approach, combining a phonetic resemblance with an intended message. The fourth method - hybrid - involves creating a name that is a combination of the above strategies.

Phonetic similarity,
no intended meaning

  • Cadilac: 凯迪拉克 (pron.: kǎi dí lā kè),
  • ARMANI: 阿玛尼 (pron.: ā mǎ ní),
  • McDonald’s: 麦当劳 (pron.: mài dāng láo),
  • Sony: 索尼 (pron.: suǒ ní),
  • Maserati: 玛莎拉蒂 (pron.: mǎ shā lā dì),
  • Durex: 杜蕾斯 (pron.: dù lěi sī),
  • Adidas: 阿迪达斯 (pron.: ǎ dì dá sī).

No phonetic similarity,
intended meaning

  • Apple: 苹果 (pron.: píng guǒ), which simply means 'apple',
  • Sheraton: 喜来登  (pron.: xǐ lái dēng; note the letter 'x' should be read as an 's'), which means: 'I like coming here',
  • BMW: 宝马 (pron.: bǎo mǎ), which means 'the precious horse',
  • Microsoft: 微软  (pron.: wēi ruǎn), which means “micro soft”,
  • Shell: 壳牌 (pron.: ké pái), which simply means: 'the shell brand' or 'emblem with shell',
  • Volkswagen: 大众 (pron.: dà zhòng ), which means 'affordable for everyone' or 'for many purposes'. The colloquial meaning can also indicate the endurance of a car that 'can handle it well'.
  • IKEA: 宜家  (pron.: yí jiā), meaning 'suitable' or 'appropriate for home'. Character 家 is associated with family, as 家人 - means family. This association further lends the meaning of 'family-friendly' to 宜家.
  • Canon: 佳能  (pron.: jiā néng), which means "beautiful and capable" or "amazing possibilities" - 佳 (jiā) means "beautiful", "perfect" and 能 (néng) means "capable", "possibilities".

Phonetic similarity,
intended meaning

  • Coca-cola: 可口可乐 (pron.: kě kǒu kě lè), which means 'delicious & joyful' or 'taste and feel happy'
  • Lego: 乐高 (pron.: lè gāo), which means 'high & joyful'. This associations lends the meaning of 'peak of happiness' to 乐高.
  • Fuchs: 福斯 (pron.: fú sī). Character 福 means ‘blessing', 斯 oznacza ‘master, expert’. It can mean "blessing for travel" in a free interpretation.
  • Nike: 耐克 (pron.: nài kè), which means “endurance and durability”. 耐 (nài) means 'endurance', 克 (kè) means 'able to handle',
  • Audi: 奥迪 (pron.: ào dí), co ): means 'depth of excellence' or 'profound advancement'- 奥 (ào) ”deep” a 迪 (dí) means 'excellence' or 'impeccable cleanliness'.
  • Intel: 英特尔 (pron.: yīng tè'ěr), which means: 'excellent and unique'. Character 英 (yīng) means 'outstanding', while 特 (tè) 'unique'.


  • Estee Lauder: 雅诗兰黛 (pron.: yǎ shī lán dài). (yǎ) means - grace, elegance (shī) - poetry, (lán) - fragrance and elegance, (dài) - refers to a type of dark blue pigment that was traditionally used to colour the eyebrows. Character combined with another (é) expresses admiration for female beauty. The whole can be translated as the scent of a chic woman,
  • Siemens: 西门子 (pron.: xī mén zi). It contains two characters 西 (representing the word west (西方) and (gate) which suggests that the brand is a newcomer from beyond the western gate (part of the world),
  • L'Oreal: 欧莱雅 (pron.: ōu lái yǎ). The first character 欧 is to indicate the European origin of the brand (欧洲 means Europe). The third mark refers to taste and elegance (雅致 means tasteful, 雅丽 means elegant),
  • Safeguard: 舒肤佳 (pron.: shū fū jiā). Each of three characters means respectively: comfort, skin and perfection, the whole giving a message of perfectly groomed skin,
  • Starbucks: 星巴克 (pron.:xīng bā kè; note the letter 'x' should be read as 's'). The first characters means 'star'. The next two 巴克 are pronounced very similar to the word 'bucks',
  • LAMER: 海蓝之谜 (pronunciation hǎi lán zhī mí), 海蓝 (hǎi lán) means ocean 之谜 (zhīmí) means mystery, but combined meanings can be translated: 'from the depths of the ocean' or 'secrets of the ocean'.

Pakiety cenowe

Silk name
Pagoda label
Dynasty identity
Emperor seal
Price of packages
EUR 788
EUR 2.288
EUR 3.588
EUR 4.788
Amount of brand names proposal
Semantic check
Linguistic check in dialects: Mandarin, Cantonese, Sichuan, Shanghainese
Amount of analysed competitor brands
max. 2 brands
max. 5 brands
max. 9 brands
max. 15 brands
Registrability assessment
Maximum of amount of classes that registrability assessment is carried out
max. 2
max. 3
max. 4
max. 5
Free filing for protection of one selected Chinese brand name
in 1 class
in 2 classes

knowledge station

Is the labelling of products with the Chinese equivalent of a trademark a legal requirement in China?

No. There is no requirement to have a Chinese equivalent in China. But it is common practice for a number of reasons. The reasons are many. The most important is that Chinese trademarks written in Chinese characters are easier for the Chinese to remember. This has a practical aspect – the Chinese are much more likely to search for a particular product in Chinese language only, rather than using the original spelling of a foreign trademark.

What are the risks of not having a Chinese equivalent of the brand?

One of the main risks is the risk that a distributor who is out of your control will create a Chinese equivalent of the brand and register it as their own. They will then leverage the popularity of the original brand to promote ‘their’ Chinese equivalent. Another risk is the risk of missing out on market opportunities. By not having your own brand in the Chinese market, you are limiting your own opportunities, which is a disadvantage.

Which Chinese equivalent brand name is better - phonetically similar to the original, or a no similar phoneticaly but with intended meaning?

There is no single method of creating a Chinese equivalent brand. Much depends on the decision of the company itself as to how much the phonetic similarity is important to it and how much the Chinese intended meaning of the mark is. Most often, companies prefer the Chinese brand to have a consciously given intended meaning and phonetical similarity.

Do Chinese consumers prefer to use the local version of a foreign brand name?

Everyone uses the mark in the version they find easiest to remember. There is no doubt that Chinese people who have used Chinese characters all their lives will remember the mark in Chinese much more easily. So, even if they like foreign, especially Western, trademarks, using only their Latin spelling is not enough to be more successful.

Is the Chinese equivalent brand important for e-commerce?

In terms of e-commerce, such a Chinese version of the trademark is very important. Internet search statistics show that in the vast majority of cases, Chinese people search for a product by typing in the Chinese brand name rather than the original brand name.

Is the Chinese equivalent brand important for B2B and B2C?

Whether it is a B2C or B2B business formula, having a brand name Chinese is important for business success. In both cases, there is an interaction with a human being who is influenced by the Chinese brand in a specific way, whether the customer is a purchasing manager or an individual consumer.

All this about Chinese brand name
sounds very reasonable for me, however I need a consultation.

FAQ - Frequently asked questions

1. Why do foreign companies create Chinese equivalents for their original brands?  

To increase brand recognition and market reach by making the brand easier for Chinese consumers to recognise, pronounce and remember.

2. How to translate a brand into Chinese? 

The creation of Chinese brands goes far beyond the act of translation. It is, in fact, the art of creating a brand name that will capture the customer’s attention by adapting its phonetic sound, intended meaning and legibility to the Chinese customer’s perception. Created brand must also be easy to remember and distinctive enough to be registered as a trademark.

3. How do you come up with a Chinese name for a foreign brand? 

The name comes from the brand’s guidelines about its character and message. The name itself can be created in one of four ways.The first is to ensure that the created brand name is phonetically similar to the original.The second is to encode the intended meaning in a way that is naturally understandable to the Chinese.The third approach is to compose a name that is a combination of the above.The fourth approach is a hybrid, which may be a combination (in parts) of the above.

4. Which Chinese equivalent brand name is better - phonetically similar to the original or having different phonetics but good created, having intended meaning? 

The best thing is to have a brand that has two qualities at once – phonetic similarity and good conveyance of brand meaning.

5. What are the advantages of Chinese marks that are phonetically similar to the original? 

The advantage of phonetic consistency is that it looks for a similar sound to the original brand, which might be a key of value for international cokpanies. And as long as the Chinese equivalent of the brand is easy for the Chinese to pronounce, this type of brand composition can make sense.

6. What are the advantages of Chinese trademarks that have a good intentional meaning? 

The advantage of brands that have a specific meaning is the message that they convey. A message that the Chinese naturally understand. The abundance of Chinese characters, cultural symbols, allows a brand to be given an exalted, intended meaning, often related to Chinese culture. This is particularly important when the original sound of the mark is difficult to pronounce, or when brands communicate through the emotions associated with them.

7. Can I use the original trademark without having to transcribe it into Chinese? 

Yes, but this can severely limit a brand’s online reach, consumer awareness and, as a result, brand recognition among Chinese consumers.

8. What to consider when creating a Chinese version of a trademark?  

Attention should be paid to the ease of pronunciation, the intended sound and meaning, and the possibility of registering the mark in China in the relevant classes.

9. How to register a Chinese equivalent trademark? 

The Chinese version of the mark requires filing typical application procedure as for any trademark to be registered in China.

10. Does the Chinese equivalent brand have to be a literal phonetic translation? 

This is not necessary. It is often better to create a trademark based on phonetic similarity or intended meaning.

11. Can the Chinese version of the mark have a different phonetic pronunciation to the original? 

Yes, but then the meaning should reflect the core values and identity of the brand.

12. How to protect my Chinese equivalent brand against being unauthorised use? 

By registering the Chinese brand the typical application procedure as for any trademark to be registered in China.

13. How do Chinese customers react to foreign brands without a Chinese wording? 

They may be perceived as less accessible, more difficult to pronounce and remember.

14. Is is easier to launch new products having Chinese quivalent brand? 

Yes, Chinese equivalent brand helps to build trust and awareness among Chinese consumers.

15. Should I register the Chinese equivalent brand on other territories? 

This is worth considering for Chinese-speaking markets such as Macau, Hong Kong, Singapore and Taiwan.

16. Can I have a number of different Chinese equivalents for the same original brand? 

This is not recommended as there is no way to ensure brand consistency.