Give your brand a Chinese meaning to make it easier to remember. Create Chinese name of your trademark.


The Chinese use Chinese characters in everyday communication only and not the Latin alphabet. Books, guides and articles consist of thousands of characters unknown to Westerners. That's how they write messages, emails and surf the web. They comprehend Chinese quickly and naturally, much easier and more fluently than English; if they speak the language at all.

Producers aware of this create a Chinese transcription of their brand. This makes it easier to remember and creates a stronger bond with the local consumers. The fluency of Chinese characters and their meanings allows you to accurately encode the meaning and key values of the brand, which are easy to later be read by millions of Chinese people.


A ideally prepared Chinese equivalent of the brand should be checked in terms of meaning and sound in the main dialects: Mandarin, Cantonese, Sichuanese and Shanghainese. It also should not conflict with local regulations.

A Chinese brand that is uniquely given product should also be submitted for protection.


Chinese brands can be created according to several principles.

These are:

  • the brand sounds similar to the original and has been given its intended meaning. The best, but also the most difficult to prepare. Here are some examples:

    • Coca-cola: 可口可乐 (pronunciation: kě kǒu kě lè), which means  „taste and feel the happiness”.

    • Fuchs [car parts producer]: 福斯 (pronunciation: fú sī), which means “blessing on the way”.

  • Intended meaning but sounds different from the original. Here are some examples:

    • Apple: 苹果 (pronunciation: píng guǒ), which literally mins „apple”,

    • Sheraton: 喜来登 (pronunciation: xǐ lái dēng; notice ‘x’ should be read like the letter ‘s’), which means: „I like to come here for a visit”,

    • Heineken: 喜力 (pronunciation: xǐ lì), which means “positive energy”,

    • Reebok: 锐步 (pronunciation: ruì bù), which means “walk briskly”,

    • Snickers: 士力架 (pronunciation: shì lì jià), which means „power distributor”,

    • BMW: 宝马 (pronunciation: bǎo mǎ), which means "precious horse". It has its roots in ancient China, when the term 宝马 was used to call a horse that was so strong that it could travel 1000 km a day. 

  • the brand sounds similar without being given a specific meaning. Here are some examples:

    • Cadilac: 凯迪拉克 (pronunciation: kǎi dí lā kè),

    • ARMANI: 阿玛尼 (pronunciation: ā mǎ ní),

    • McDonald’s: 麦当劳 (pronunciation: mài dāng láo),

    • Audi: 奥迪 (pronunciation: ào dí),

    • Sony: 索尼 (pronunciation: suǒ ní),

    • Boeing: 波音 (pronunciation: bō yīn).

  • mix of the methods listed above. The name may contain some specific traits to the specifics of the brand). Here are some examples:

    • Siemens: 西门子 (pronunciation: xī mén zi). It contains two characters  西 (stands for the word west (西方) and  (gate) which suggests that the brand is a stranger from behind the west gate (part of the world)

    • L'Oreal: 欧莱雅 (pronunciation: ōu lái yǎ) . The first  is intended to inform about the European origin of the brand (欧洲 stands for Europe. Third character  refers to taste and elegance (雅致 means tasteful,  雅丽 means elegant)),

    • Starbucks: 星巴克 (pronunciation: xīng bā kè; Notice ‘x’ should be read like the letter ‘s’). The first character means 'star'. Two more 巴克 are pronounced very much like the word 'buck',,

    • KFC: 肯德鸡 (pronunciation: kěn dé jī). IT contains character , which refers for poultry (鸡肉 which literally means chicken meat).


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