Naming

I have picked up some useful tips of making a good name for a brand so as to enter a new market by analyzing lots of successful cases in the class Branding in China in my posgraduate program,the successful brand naming includes Nestle(雀巢),BMW(宝马),Benz(奔驰),Colgate(高露洁),IKEA(宜家),etc, which are not only can be pronouced easily but have good meanings related to Chinese culture the brand culture.

However, I failed to totally realized the necessity and significance of naming in pratical business life at that time because all of the brand owners I were exposed to are foreign which can be difficult for me to resonate with.

Today, I learnt three typical failed naming cases while browsing the websites--HUAWEI,ZHIYUN,Fuyao ,which are all Chinese brands.I am quite disappointed that such a tech giant, such a camera equipment giant,such a glass giant in China cannot hire good marketing people???How can they be so stupid to make these names???Besides them,XIAOMI,MENGNIU,iQIyi have terrible English names,too.

I should be patient.Well,I think the marketing people should not just translate their brand names into PInyins, which look like English words but carry no meaning.The customers from other countries can not only be confused by the meaning and pronouciation of such a bad name but also probably have a negtive impression about the brand and low willingness of remmendation and sharing.

Fortunately,there is also a perfect naming case in China.Although Da Jiang Innovation（大疆） also have no clear meaning except an original English word "innovation" ,it can be remembered and pronouced quite easily.What's more,it can disguise its nationality of China so as to occupy foreign customers' phyche.

I start to regard myself as marketing people and quite critical about other marketing people,how interesting.