Case: Dolby Axon needed a Chinese name which was tailored for its specific brand attributes, attractive for its target market, and compatible with the Dolby brand family. Dolby’s Chinese name, 杜比 (dù bǐ), is a phonetic translation of the English name.

Solution: Following a detailed creative brief and name candidate generation,Labbrand conducted a market test by a consumer focus group as well as in-depth interviews with experts. The final name chosen was 杜比核擎 (dù bǐ hé qíng). 核(hé) is the word for core, nuclear or atomic and 擎(qíng) means engine, support, lift up. The name evokes the feeling of an advanced and powerful force, suitable for an immersive audio environment, strongly inspiring the target audience – online gamers. It is also phonetically close to Axon.

Using a customized naming methodology combined with market testing, Labbrand helped Dolby develop effective Chinese names for Axon and Pulse. This will certainly contribute to the future success of these two unique and innovative Dolby products in China.