Branding in Chinese
An effective company brand is essential when trading in China and a Chinese business name is an integral part of this. The Chinese characters chosen should be appropriate and not give any unfortunate or unforeseen meaning. Onc of the best examples of effective brandiing of a Western company in China is Coca-Cola; read the Coca-Cola Story .
A Chinese strapline is also a unseful way of explaining your company activities. We recommend that our client companies present their
business names bilingually in China to maintain their original identity and also to make it suitable for a local audience.
One of our clients, RUMM, offers remote technology to save energy consumption. To introduce the company in China for the first time, we needed a strapline that would convey to potential customers and partners what RUMM does. We used '国际远程节能监管集团', which, literately translated, means ‘International Long Distance Energy Saving Monitoring and Management Group’.
This Chinese strapline:
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Explains the company’s business, which is energy saving, monitoring and management
- Highlights the company’s USP, which is long distance and remote
- Enhances the company size as an international group