Chinese Brand Name Development
Objectives
ToTo successfully enter the Chinese market, the brands Birko, Papillio and Betulla required suitable Chinese brand names with
- positive connotations for the Chinese consumers,
- suitable phonetics similar to the original brands, and
- emphasis on the right brand values.
Processes
Suitable brand names were developed following MFC’s 5 Step Process, including the following activities:
Results
Chineses brand names”博康(Bókāng)” for Birko, “派蝶(Pàidié)” for Papillio, and “百途乐(Bǎitúlè)” for Betula were successfully registered and quickly established in the Chinese market.
