What is real
is not external form.”
As the largest economy in the world and with the largest population, China is a very attractive market for foreign companies, but it is not easy to enter there.
You should know that every foreign company in order to enter on the Chinese market must follow some other steps besides application for the registration of its Latin trademark in China. Among them, the need to design the corresponding Chinese trademark, apply for its registration in a timely manner to adapt to the cognitive custom of Chinese consumers and exploit the Chinese market.
You should also translate your brand into Chinese, design corresponding Chinese trademarks, conduct trademark searches and apply for the registration of the Chinese trademarks in China in a timely manner for the purpose of use and protection.
To increase your chances of approval simultaneously apply for registration of several alternative Chinese trademarks in case one or more of them might fail in obtaining registration.
Transliteration in short
One way of translating your brand in Chinese is by transliteration. This means the translation is based on the sonority of your brand’s name. Each Chinese character has a corresponding sound transcribed in pinyin (alphabetic and phonetic transcription system of Chinese ideograms), so you can use this method to transcribe any brand by using characters with similar sounds. It is a fast and easy solution.
By translating that way only the sound will be taken into account. Therefore, your translation may be meaningless or at least strange, considering each character has particular meaning. However, the Chinese will still be able to pronounce the name of your brand and make the connection with the Latin name of it. But you still have to check the final pronunciation of your brand name in mandarin does not have a homonym meaning something that can jeopardize the image of your brand.
In the coming months we will have a case related to a supposed generic name of a Swiss traditional bread producer’s brand. The problem lies in the refusal of the German office to register that trademark based on the fact that the name of the trademarks is generic. We consider this refusal difficult to understand, ( learn more )
Surely, the word slogan has a meaning for everyone. You may have heard it many times used in association with different trademarks. Companies often use brand slogans to help their trademark accomplish long term strategic goals. They also help the company stand out in the market and gain a certain positioning desired by the company. ( learn more )
Currently, in Romania, we provide consultancy to a reputable banking company in a rebranding process. The goal is to achieve increase its popularity among customers. As part of a company’s marketing strategy, the rebranding process can be very complex and long lasting. It requires a lot of research and its deployment involves many resources, hence ( learn more )