LABReport | LABReport Vol. 4 Iss. 2 Aug. 2011

Brand Source > LABReport Vol. 4 Iss. 2 Aug. 2011

labreport2011_0815_en.pdf

Words from the Editor

Dear Reader,
Welcome to the LABReport, a publication by Labbrand’s branding experts, bringing you insightful articles on market research, brand strategy, and the creative aspects of branding.
In this edition of LABReport, we explore the emerging research trend on minority populations, illustrate the benefits of brand equity tracking, and discuss current naming practices for online brands in China. We then discuss the power of Chinese culture and how it influences brand name creation.
As our regular readers know, LABReport provides valuable information to help build strong brands. Don’t forget to regularly read our blog, BrandSource, for up to date and analytical commentary on what brands are doing in China and abroad.

We hope you enjoy reading.

From the LABReport Team
labreport@labbrand.com

08.24.2011

Research with Minority Populations

Research with Minority Populations: An Opportunity for Brands in China

We exist in a society that is continuously globalizing and transforming. As our populations increase, and our cultures intertwine, the consumer world that surrounds us adapts and adjusts. Ethnic minorities across the globe are becoming a growing economic force with immense buying power. How do brands tap into this increased demand? Brands must recognize and understand the precise mechanisms and approaches involved to effectively appeal to these groups of consumers. Such research on ethnic minority groups is now an internationally emerging trend – an important advancement towards a better understanding of our richly diverse consumer world.

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08.24.2011

Brand Equity Tracking: Gauging the Success of a Brand

Understanding the potential of a brand is absolutely critical in terms of corporate strategy and brand investment decisions. Without a clear understanding of current brand equity, it is difficult to realize key areas that can be improved. Effective brand vision requires investments both for the present and the future.

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08.24.2011

Chinese Naming for Online Brands

Chinese Naming for Online Brands: How to Stand Out from Competitors

The internet age has struck almost every corner of the globe. We use the internet to obtain information, to check the news, to indulge in online shopping, and to expand our social circle. In China, over 450 million people now use the internet – this is more than the entire population of the U.S (Wright, Bryan; January 19, 2011). About 92% of all internet users in China engage in some sort of social media, whereas this is true of only 72% of Americans (Millward, Steven; May 2, 2011).

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08.24.2011

Culture and Brand Naming in China: The Case of “Si”

If you have ever made a visit to China, you may have wondered why so many buildings do not have a 4th floor. Outsiders may call it superstitious, but in China many things are the way they are due to a strong cultural belief, with certain practices followed in order to avoid negative connotations or invite luck. A significant element that has made Chinese culture particularly unique is the richness of the Chinese language, which presents both challenges and opportunities for foreign brands.

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