学中文【品牌名称】Brand Names in Chinese|如何用汉语读写著名英语品牌 Everyday Chinese

Coca Cola , 可口可乐 , kě kǒu kě lè 。
Pepsi , 百事可乐 , bǎi shì kě lè 。
Sprite , 雪碧 , xuě bì 。
Walmart , 沃尔玛 , wò ěr mǎ 。
Adidas , 阿迪达斯 , ā dí dá sī 。
Nike , 耐克 , nài kè 。
BMW , 宝马 , bǎo mǎ 。
Tesla , 特斯拉 , tè sī lā 。
IKEA , 宜家 , yí jiā 。
Johnson & Johnson , 强生 , qiáng shēng 。
Disney , 迪斯尼 , dí sī ní 。
Boeing , 波音 , bō yīn 。
Rolex , 劳力士 , láo lì shì 。
KFC , 肯德基 , kěn dé jī 。
Starbucks , 星巴克 , xīng bā kè 。
Pizza Hut , 必胜客 , bì shèng kè 。
Samsung , 三星 , sān xīng 。
Google , 谷歌 , gǔ gē 。
apple , 苹果 , píng guǒ 。
Amazon , 亚马逊 , yà mǎ xùn 。

 

中文品牌即为用中文发音命名的品牌。当国外品牌进入中国市场后,或许有些人认为,没有中文名字、或者少用中文名字也并不影响品牌的推广。比如LV就很少使用她的中文名称“路易·威登”,哪怕设在上海的专卖店也只有英文的“LV”店招。也有人认为,即使是国内品牌,也不一定需要中文名字,因为那样可以使品牌看起来更像进口货,TCL就是一个坚持不使用中文名字的国产品牌。

重要性

我们承认,个别品牌在进行推广时,可能并不需要过多依赖中文名字,但无论对于国外还是国内品牌来说,一个中文品牌名至少在以下两种情况下具有重要意义:首先从品牌保护角度来看,一个广泛传播的中文名字可以在很大程度上避免抄袭,更避免消费者张冠李戴。法国著名品牌Lacoste在中国大陆没有官方的中文名字,结果“鳄鱼”这一名称就有新加坡的Cartelo和香港的Crocodile同时使用,甚至出现许多仿冒产品,这使得Lacoste在中国的维权、市场开发等都显得较为被动。其次从品牌的公关角度看,一个叫得响的中文名字更能打动媒体。

名字就是资产

事实上,无论是国际还是国内品牌,都需要一个好的中文名字作为品牌战略的第一步。无论你是否是奢侈品,也无论你的目标消费群是否是受过良好教育、精通外语的年轻人,好的中文名字会立刻让人接受并产生相关联想,品牌推广会更为顺利。这方面的成功先例数不胜数,“雀巣”、“奔驰”、“联想”、“百度”等知名品牌在中国的成功,都有其中文品牌名的一份功劳。

名之毫厘,差之千里

2006年2月,美国IT管理软件品牌Computer Associate收回其原有中文名字“冠群”,这一品牌名既没有体现其国际化特征,更无法让人与高科技产业联系。这一举动必将花费巨额公关费用,并不得不重新开始塑造品牌形象。由此,品牌的中文名字必须慎重选择,否则一旦差之毫厘,就将失之千里!

缩略词命名

如果说LG、AMD等国际品牌只使用简短的英文字母缩写作为名称,是可以由其强大的技术实力和国际化水平作为支撑和弥补的话,那么TCL这样相对弱势的品牌将会由于中文名字的缺乏而在市场上遇到诸多麻烦,因为这样的缩略很难在消费者心目中产生任何理性或感性的诉求。

没有中文品牌名,或者一个不理想的中文名字,或许不会对一个品牌在短期内造成太大影响,但这样的状况一来有着较大的市场风险,二来从品牌的长期培育和发展来看,是相当不利的因素,或者说是一个极不稳定的因素。我们认为,名字就是品牌最重要的无形资产之一。一个好的中文品牌名能更好地接近中国客户、在中国市场打开局面,也更易在文化心理上形成品牌认同。

亚洲

中国大陆的巨大市场早已被各个国际品牌看好,与此同时,汉语在亚洲占据着强势地位——在亚洲各地旅游和经商的华人数量惊人,所以一个中文品牌名不仅能使品牌在大陆更好地推广,更对东南亚市场具有品牌战略意义。以往,国际性品牌,尤其是欧美品牌,会在亚洲不同地区根据当地方言和语言习惯的不同而使用不同的中文名称。例如欧莱雅旗下的Biotherm,在大陆使用“碧欧泉”的名字,而在大陆以外的地区则使用“碧儿泉”。

但是随着大陆与世界的交往日益频繁,不统一的中文品牌名给消费者带来了许多困扰和不便;即使从品牌管理的角度出发,在亚洲使用两种甚至两种以上的中文品牌名,一方面增加了管理成本,另一方面也不利于品牌的整体战略。所以越来越多的国际品牌更倾向在亚洲使用统一的中文品牌名和相应的LOGO。

A Chinese brand is a brand named with Chinese pronunciation. When foreign brands enter the Chinese market, some people may think that the lack of Chinese names or the use of fewer Chinese names will not affect the promotion of the brand. For example, LV rarely uses her Chinese name “Louis Vuitton”, and even stores in Shanghai only have the English “LV” shop sign. Some people think that even domestic brands do not necessarily need Chinese names, because that can make the brand look more like imported goods. TCL is a domestic brand that insists on not using Chinese names.

Importance

We admit that individual brands may not need to rely too much on Chinese names when promoting, but whether for foreign or domestic brands, a Chinese brand name is of great significance in at least the following two situations: First, from the perspective of brand protection It can be seen that a widely spread Chinese name can avoid plagiarism to a large extent, and it can also prevent consumers from showing up. The famous French brand Lacoste does not have an official Chinese name in mainland China. As a result, the name “crocodile” is used by Cartelo from Singapore and Crocodile from Hong Kong. There are even many counterfeit products, which makes Lacoste’s rights protection and market development in China. Appears more passive. Secondly, from the perspective of brand public relations, a well-known Chinese name can move the media even more.

Name is Asset

In fact, both international and domestic brands need a good Chinese name as the first step in brand strategy. Regardless of whether you are a luxury product or whether your target consumer group is a well-educated young man proficient in foreign languages, a good Chinese name will immediately be accepted and associated with it, and brand promotion will be smoother. There are countless successful precedents in this regard. The success of well-known brands such as “Bird”, “Benz”, “Lenovo”, and “Baidu” in China is attributed to their Chinese brand names.

A tiny bit of a name, a thousand miles away

In February 2006, the American IT management software brand Computer Associate withdrew its original Chinese name “Guanqun”. This brand name neither reflects its international characteristics, nor can it connect with the high-tech industry. This move will inevitably cost a huge amount of public relations expenses and will have to re-create the brand image. Therefore, the Chinese name of the brand must be chosen carefully, otherwise, if there is a slight difference, you will lose a thousand miles!

Acronym Naming

If LG, AMD and other international brands only use short English abbreviations as their names, which can be supported and compensated by their strong technical strength and international level, then relatively weak brands like TCL will be due to the lack of Chinese names. And there are many troubles in the market, because such abbreviations can hardly generate any rational or perceptual appeals in the minds of consumers.

No Chinese brand name, or an undesirable Chinese name, may not have much impact on a brand in the short term, but such a situation has a greater market risk, and secondly, it comes from the long-term cultivation and development of the brand. Look, it is a very unfavorable factor, or a very unstable factor. We believe that the name is one of the most important intangible assets of a brand. A good Chinese brand name can better approach Chinese customers, open up the situation in the Chinese market, and more easily form brand identity in cultural psychology.

Asia

The huge market in mainland China has long been favored by various international brands. At the same time, Chinese has a strong position in Asia-the number of Chinese traveling and doing business in various parts of Asia is staggering. Therefore, a Chinese brand name can not only make the brand better in the mainland Promotion is of strategic significance to the Southeast Asian market. In the past, international brands, especially European and American brands, used different Chinese names in different parts of Asia based on the local dialect and language habits. For example, Biotherm, a subsidiary of L’Oreal, uses the name “Biotherm” on the mainland, and uses “Biotherm” in areas outside the mainland.

However, with the increasingly frequent exchanges between the mainland and the world, the inconsistent Chinese brand names have brought a lot of confusion and inconvenience to consumers; even from the perspective of brand management, two or more Chinese brand names are used in Asia. On the one hand, it increases management costs, and on the other hand, it is not conducive to the overall strategy of the brand. Therefore, more and more international brands tend to use a unified Chinese brand name and corresponding LOGO in Asia.