Chinese Brand Name Development
Objectives
When Jägermeister first entered the Chinese market, it faced a significant challenge: it had no official Chinese name. While Chinese bartenders knew it as 圣鹿 Sheng Lu (meaning “holy stag” in English), this name didn’t fully capture the essence of the German herbal liquor, and the brand had several unofficial names.
Therefore, objectives of this project were to:
- establish an official name for the company in the Chinese market.
- ensure the Chinese brand name accurately reflects the intended image of the company.
Processes
A suitable brand name was developed following MFC’s 5 Step Process, including the following activities:
Results
A new Chinese brand name was developed: 野格 Ye Ge, which means “wild character” in Chinese. The name not only captured the essence of Jägermeister but also reflected the German pronunciation of Jäger.
Chinese customers quickly caught on to the new name and embraced Jägermeister’s wild and adventurous spirit. The name soon replaced other unofficial names circulating in the market and resonated positively with Chinese customers, aligning well with the intended brand image.
