What kind of Chinese brand name can create value?

Nowadays, you don't have to be surprised to see the "Lizzy" hotel. Its predecessor was Radission. Everyone is familiar with calling it "Chinese Radisson."

From English to Chinese to thoroughly Chinese, the world’s most popular search engine Google recently took a new Chinese name “Google”. Behind these localized performances is the enormous business opportunity of more than one billion people. The facts also prove that a good Chinese name can indeed create commercial value.

"Lizzy" is Radission

Speaking of Li Wei, the fame in China is obviously too weak, but its English language Radission is famous, and its original Chinese name "radiation" is deeply rooted in people's minds.

But at present, Radission is no longer equating with Radisson, and has replaced the new Chinese name Radisson in all newly opened Radission hotels.

"Radission" is a five-star hotel brand under the Carlson Group. In 1998, it registered the English “Radission” trademark in China and established the Radission Plaza Hotel in cooperation with Hangzhou Guoda Group. Afterwards, Hangzhou National University transliterated the Chinese name "Ridison" for Radission and registered a trademark in China. Among the five-star hotels, the Radisson Chinese brand, which has been in operation for five or six years, has gradually become popular and has been recognized by consumers. Radisson has become a loud endorsement of Radission. For example, when traveling abroad for Radission, the travel agency’s guide will translate it into the Chinese name Radisson.

At the same time, the pace of development of Radission in China is also accelerating, but the transliteration of the name "Radisson" was registered by Chinese companies, and the vacancy of the Chinese name became a pain in his heart. In 2005, Radis-sion registered the "Lizzie" brand as Radission's new Chinese name, and launched the "Lizzy" brand at the newly opened Radission Hotel in Shanghai. The Chinese name of Radission Hotel in Hangzhou is temporarily unchanged.

Radission's use of the Chinese name Radisson, although not entirely transliterated, has become a sister with one of Carlson's other high-end brands, Regent.

If “Lizzie” is the result of a cybersquatting, then the most popular search engine in the world, Google, has recently been completely localized. The new Chinese name “Google” is Google’s only non-English language in the world. name.

Previously, users were used to giving this English name a unique name. According to a survey report released by the China Internet Network Information Center, 43% have been used in Google's English, 26% said Google is a "dog dog," and 13% call Google an "old dog."

Chinese name is most important in the Romans

Dr. Chi Changhai, professor of the Chinese Department of Zhejiang University, said that there are two types of Chinese words borrowed from other ethnic languages: free translation, such as science translated into science, microsoft translated into Microsoft, etc. Such words are generally not considered foreign words. The other major category is the borrowing of transliteration components such as sofas and tanks (transliteration); beer and truck (semi-transliteration); genes, mango, Coca-Cola (transliteration). If you are a foreign brand and want to localize in China, the most important thing is that the Chinese name that meets the Chinese cultural traditions and psychology is attractive and can produce better business results.

The most classic examples are the “Benz” and “BMW” car brands. In China, they are far more loud than the famous “Mercedes-Benz” and “BMW,” not only with transliteration but also people. Create a good sense of speed.

Another example is "MissionImpossible", Chinese literal translation is "impossible task", a little bit of loss and the loss of the original film and direct and cool. Hong Kong is translated into "Professional Secret Service Team" so-so. Finally, the mainland filmmakers have become a blockbuster and have been named "Mission Impossible." Using Chinese homonyms, and closely tying the contents of the video spy to steal the disk, it is still cool to read. The “Mission Impossible” box office has become more and more popular. Tom Cruise and John Woo joined hands to create a “MissionImpossible2”. The name of Mission Impossible 2 was released in the Mainland and the box office is still promising. In addition to one of the main reasons for the film, the title also played a part.