With the development of globalization, Chinese consumers have more consciousness of purchasing high quality, high level branding ideal, more special products. They have a huge power consuming ability especially in luxury products. China is a country that has 1.3-billon population. Such big purchasing power attracted lots of companies entered Chinese market.
Unlike people from English speaking country, Chinese people have their own language, tradition and history background. Most of Chinese consumer can’t understand the meaning of an English name. For instance， when I was16 years old, my English teach gave us a homework that was named an English name for ourselves. I had on ideal how to choose an English name and I couldn’t understand what was the meaning of the English name. My Chinese name means sun out of mainland and also pronunciation like flying bird with freedom spirit. Also, name of a brand could reflect its enterprise culture and brand story.
So if you want to promote your products, which from foreign country, in China, you should give your brand a Chinese name first. A excellent name is Lancôme’s Chinese name- 兰蔻. Which means girls in the bloom of youth. I like Lancôme’s products, because when I use Lancôme’s serum, I felt youth and like in age 17. Be honest, I don’t think Lancôme’s serum has magic function like fitting my face or make me look younger. That is the magic of brand name.
( Taking from http://www.cnadtop.com/brand/superBrands/2010/12/2/20c0b0d6-9b27-41be-8010-6f5f590d4c79.htm)