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.
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.
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.
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.
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.
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.
To increase brand recognition and market reach by making the brand easier for Chinese consumers to recognise, pronounce and remember.
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.
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.
The best thing is to have a brand that has two qualities at once – phonetic similarity and good conveyance of brand meaning.
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.
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.
Yes, but this can severely limit a brand’s online reach, consumer awareness and, as a result, brand recognition among Chinese consumers.
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.
The Chinese version of the mark requires filing typical application procedure as for any trademark to be registered in China.
This is not necessary. It is often better to create a trademark based on phonetic similarity or intended meaning.
Yes, but then the meaning should reflect the core values and identity of the brand.
By registering the Chinese brand the typical application procedure as for any trademark to be registered in China.
They may be perceived as less accessible, more difficult to pronounce and remember.
Yes, Chinese equivalent brand helps to build trust and awareness among Chinese consumers.
This is worth considering for Chinese-speaking markets such as Macau, Hong Kong, Singapore and Taiwan.
This is not recommended as there is no way to ensure brand consistency.
