Labbrand Creative Director Amanda Liu was interviewed by popular Chinese magazine CBNWeekly regarding Chinese brand naming of foreign brands. Established in 2003, CBNWeekly is one of the most popular weekly magazines in China covering issues and stories in business, marketing, branding, finance and innovation. CBNWeekly is part of the CBN Group which includes subsidiary TV channel, daily newspaper, website, and radio station.
In the article titled “Find a Good Name”, the story highlighted that although many would consider brand naming to be a very creative process, in reality, there is much more behind it. Ms. Liu suggested that “in Chinese brand naming, creativity is only about 20%. The rest are various restrictions. Many good Chinese names and characters have already been registered and using them could face trademark violation risks.”

Labbrand’s naming projects for Marvel, SEAT, and vitaminstore were also included in the article to demonstrate the complicated yet creative process of Chinese brand naming. Labbrand’s pioneering custom-made naming software and extensive market research (focus groups) were also introduced in the article.

Click HERE to read the original article in Chinese