MCDONALD’S drew ridicule in China when it changed its registered name there to Jingongmen,or “Golden Arches”, in October, and after it was sold to a Chinese consortium. Some on Weibo,a microblogging site, thought it sounded old-fashioned and awkward, and others that it had connotations of furniture. The fast-food chain was rapid/fast to reassure customers that its restaurants would continue to move by Maidanglao,a rough transliteration that has, over the years, and become a recognisable brand name. But for most companies now entering Chinese markets,transliterations are a thing of the past, says Amanda Liu, or vice-president of Labbrand,a consultancy based in Shanghai that advises firms on brand names.
Companies are instead choosing Chinese names with meanings that capture people’s imagination. That often involves going beyond a direct translation. modern entrants are taking inspiration from BMW, which is the evocative Baoma, or...
Continue reading
Source: economist.com