the art of chinese naming - crossing the cultural great wall

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© 1.618 Limited / 2013 all rights reserved THE ART OF CHINESE NAMING - CROSSING THE CULTURAL GREATWALL PROJECT | Chinese Naming Case Studies

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“I can translate the brand of my name into Chinese in one minute, why do I need to hire somebody to do it for me?” - Head of Sales and Marketing North Asia, Italian Sportswear Brand We will answer this question with a name - Jackie Chan. Jackie Chan, international movie star, probably is the second most famous Hong Kong actor following Bruce Lee. Named Chan Kong Sang originally, Jackie made himself a stage name “成龍”, literally means ”Become a Dragon“. In Chinese culture, dragon symbolizes power and prestige, thus it evolves an idiom ”望子成龍” (Wishing one’s son to become a dragon - to succeed some day). Though a name per se cannot guarantee you to be as successful as Jackie Chan, a well-made name serves as a statement of your aspiration and definitely is a good start to build up your charisma. In this presentation, we presented the 3 common approaches in translating a foreign name into Chinese, and illustrated with some case studies of well-know international and Italian brands.

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Page 1: The Art of Chinese naming - Crossing the Cultural Great Wall

© 1.618 Limited / 2013 all rights reserved

THE ART OF CHINESE NAMING - CROSSING THE CULTURAL GREATWALL

PROJECT | Chinese Naming Case Studies

Page 2: The Art of Chinese naming - Crossing the Cultural Great Wall

© 1.618 Limited / 2013 all rights reserved

“I can translate my brand into Chinese in one minute, why I need to hire somebody to do it for me?”

Head of Sales and Marketing North Asia, Italian Sportswear Brand

NOTES | Chinese Naming DATE | 11.09.2013

Page 3: The Art of Chinese naming - Crossing the Cultural Great Wall

© 1.618 Limited / 2013 all rights reserved

01. TO WHOM WHO WISH TO BECOME A DRAGON

Jackie Chan, international movie star, probably is the second most famous Hong Kong actor following Bruce Lee (李小龍). Named Chan Kong Sang (陳港生)

originally, Jackie made himself a stage name “成龍”, literally means ”Become a Dragon“.

In Chinese culture, dragon symbolizes power and prestige, thus it evolves an idiom ”望子成龍” (Wishing one’s son to become a dragon - to succeed some day)

Though a name per se cannot guarantee you to be as successful as Jackie Chan, a good name serves as a statement of your aspiration and definitely is a good start to build up your charisma.

JACKIE CHAN 成龍

DATE | 11.09.2013NOTES | Chinese Naming

Page 4: The Art of Chinese naming - Crossing the Cultural Great Wall

© 1.618 Limited / 2013 all rights reserved

NOTES | Chinese Naming

02. TRIGGER AN EMOTIONAL SPARK

Chinese language is known as one of the oldest languages in the world, with over 5000 years of history. It is also well known for the root of pictogram origin. Since Chinese is a rich and deep language, the selection and application of a Chinese character to a brand is a delicate process.

Traditional studies mainly cluster Chinese naming in 3 categories, sound translation(Phonological), meaning translation(Semantical) and mixed translation.

As practitioners, irregardless of the technique, we usually only have one goal: translating the brand’s emotional element into Chinese, which can convey a deeper meaning and trigger emotional sparks. Like any other art pieces or poetries, there is no magic rule or formula to create a good Chinese name. The only shortcut is to learn, to think, to practise and to keep learning.

We are going to walk you through some case studies from the most common sound translation, to the more rare emotion translation. At last we will showcase you some of our work for further discussion.

PHONOLOGICAL SEMANTICALEMOTIONAL

ሾዕ

ሾዕ

DATE | 11.09.2013

Page 5: The Art of Chinese naming - Crossing the Cultural Great Wall

© 1.618 Limited / 2013 all rights reserved

03. PHONOLOGICAL TRANSLATION

WINE & LIQUOR AUTOMOTIVE FASHION BEAUTY & PHARMACEUTIC

Name-Simplified Chinese

波 尔 多

Pinyin-Mandarin (Cantonese)

Bō (Bo1)

Ěr(Ji5)

Dōu (Do1)

Meaning

Wave/Ball

You/That

More

Name-Simplified Chinese

法 拉 利

Pinyin-Mandarin (Cantonese)

Fǎ(Faat3)

Lā(Laai1)

Lì(Lei6)

Meaning

French/Law

Pull Profit

Name-Simplified Chinese

亞 曼 尼

Pinyin-Mandarin (Cantonese)

Yà (Aa3)

Màn(Maan6)

Ní(Nei4)

Meaning

Asia/Second

Beautiful Nun

Name-Simplified Chinese

Pinyin-Mandarin (Cantonese)

Meaning

拜 耳

Bài(Baai3)

Ěr(Yi2)

Worship Ear

According to a study*, when international brands translate their name in Chinese, 63% adopted Transliterate without Meaning.

About 37% of Chinese name is either equivalent to the meaning of original name, or elaborate the brand value/feature/function.

63% 37%

NOTES | Chinese Naming

Bordeaux 波爾多 Ferrari 法拉利 Armani 亞曼尼 Bayer 拜耳- No Relevant Meaning - - No Relevant Meaning - - No Relevant Meaning - - No Relevant Meaning -

DATE | 11.09.2013

Page 6: The Art of Chinese naming - Crossing the Cultural Great Wall

© 1.618 Limited / 2013 all rights reserved

04. SEMANTICAL TRANSLATION

WINE & LIQUOR AUTOMOTIVE FASHION BEAUTY & PHARMACEUTIC

Lotus 蓮花 Iceberg 冰山Royal Salute 皇家禮炮 Viagra 威而鋼

Name-Simplified Chinese

皇 家 礼

Pinyin-Mandarin (Cantonese)

Huáng(Wong4)

Jiā (Gaa1)

Lǐ(Lai5)

Meaning

Royal Family Courtesy

Name-Simplified Chinese

威 而 钢

Pinyin-Mandarin (Cantonese)

Wēi (Wai1)

Ér(Yi4)

Gāng(Gong3)

Meaning

Powerful And Steel

Pào(Paau3)

Gun

Name-Simplified Chinese

莲 花

Pinyin-Mandarin (Cantonese)

Lián (Lin4)

Huā(Faa1)

Meaning

Lotus/Water Lily

Flower

Name-Simplified Chinese

冰 山

Pinyin-Mandarin (Cantonese)

Bīng(Bing1)

Shān (Saan1)

Meaning

Ice Mountain

- A Royal Gun Salute - - An Iceberg -- The Lotus Flower - - Powerful and hard -

NOTES | Chinese Naming

According to a study, when international brands translate their name in Chinese, 63% adopted Transliterate without Meaning.

About 37% of Chinese name is either equivalent to the meaning of original name, or elaborate the brand value/feature/function.

63% 37%

DATE | 11.09.2013

Page 7: The Art of Chinese naming - Crossing the Cultural Great Wall

© 1.618 Limited / 2013 all rights reserved

05. EMOTIONAL TRANSLATION

While Henessey is just a sound transliteration,

the essence of this name is from “Moët” to “酩

悅”. “酩” is a very classic and elegant

description of somebody who is drunken. Like

in English, there are a lot of words to describe

“Happy” in Chinese, such as ”快樂“ (M: Kuài Lè,

C: Faai3 Lok6) or “高興” (M: Gāo Xīng, C: Gou1

Hing3). Out of those words, “悅” is more

sophisticated and less widely used than the

other common forms.

While it remains a challenge to translate a name that both sound and meaning fitting the original brand name, a further challenge is to compose a poetic name that create strong emotional value that touches customers. Here are some good examples we would like to share.

WINE & LIQUOR AUTOMOTIVE

Moët & Hennessy 酩悅 ‧ 軒尼詩 BMW 寶馬- Joyful to be Drunken - - A Treasurable Horse -

Name-Simplified Chinese

Pinyin-Mandarin (Cantonese)

Meaning

酩 悅

Míng(Ming4)

Yuè(Jyut6)

Drunk Happy

It is generally agreed “A Treasurable Horse” is a

good name. The origin of this beautiful name

comes from a poetry named “The Desk of Green

Jade - Lantern Festival” by Xin Qiji at Song

Dynasty(960 -1279AD). The poetry literally

depicts the poet chasing a lady, while it is

believed to be a metaphor of the poet himself

pursuing the supreme virtue. In one phase, it

says, ‘ Precious horses and decorated carriages

come with a strong fragrance on the road.’ (寶馬

雕車香滿路) Thus it generates a strong

emotional association of grandness with

the name.

Name-Simplified Chinese

Pinyin-Mandarin (Cantonese)

Meaning

宝 ⻢马

Bǎo (Bou2)

Mǎ (Maa5)

Treasure Horse

NOTES | Chinese Naming DATE | 11.09.2013

Page 8: The Art of Chinese naming - Crossing the Cultural Great Wall

© 1.618 Limited / 2013 all rights reserved

05. EMOTIONAL TRANSLATION (CON’T)

Versace is the surname of founder Mr. Gianni

Versace and we can see a proper Chinese

naming translation for Versace. In a very long

history of time, Chinese respected thinkers,

scholars and philosophers. In ancient China,

governors were selected from scholars by the

kings to assist his ruling in the empire. It is

often appealing to create names that relate to

deep thoughts and philosophy. We believe it

also fits the Versace brand for her dedication

to quality design.

FASHION BEAUTY & PHARMACEUTIC

Versace 范思哲 Revlon 露華濃- Think Deep and Wise - - The Intense Beauty of Dew -

Name-Simplified Chinese

Pinyin-Mandarin (Cantonese)

Meaning

范 思

Fàn(Faan6)

Sī(Si1)

A surname Think

Zhé(Zit3)

Wise/Philosophy

“With gentle touch of Spring wind, the dew

expresses an intense beauty”(春風拂檻露華

濃) was written by one of the most well

known Chinese poets Li Bai. He was born

at Tang Dynasty(618 - 906AC). Upon the

request of the Emperor, he wrote this “Song

of Serene Melody” to praise the beauty of

the Queen. This expression we believe

cannot match better than applying into

a cosmetic brand.

Name-Simplified Chinese

Pinyin-Mandarin (Cantonese)

Meaning

Lù(Lau6)

Huá(Waa4)

Dew Flourishing

Nóng(Nung4)

Strong/Concentrated

NOTES | Chinese Naming DATE | 11.09.2013

Page 9: The Art of Chinese naming - Crossing the Cultural Great Wall

© 1.618 Limited / 2013 all rights reserved

OUR PROPOSALS

DATE | 11.09.2013NOTES | Ad excellentiam - In pursuit of excellence

Page 10: The Art of Chinese naming - Crossing the Cultural Great Wall

© 1.618 Limited / 2013 all rights reserved

06. OUR PROPOSALS - CHIANTI & DAINESE

Chianti is a region in central Tuscany

renowned for producing quality wine.

In Chinese history and culture, wine has also

played an important role and is associated

with a lot a of great poetries.

The first 2 characters in the translation, 瓊玉,

literally refers to precious stones and jades.

This is also an abbreviation of 「瓊漿玉液」,

referring to the fluid as precious as jade,

which rhetorically means wine. As a result,

「瓊玉池」creates a strong poetic sensation

of “A Reservoir of Fine Wine”.

WINE & LIQUOR AUTOMOTIVE

Chianti 瓊玉池 Dainese 段寧捷- The Reservoir of Precious Wines - - Victory in peace to every section -

Name-Simplified Chinese

Pinyin-Mandarin (Cantonese)

Meaning

琼 玉

Qióng(King4)

Yù(Juk6)

Precious/Elegant Jade

Chí(Ci4)

Reservoir/Pool

Dainese specializes in producing protective

gear for extreme sports such as motorcycling

and skiing. We adopted a people naming

process for President Mr. Dainese and applied

the name as the brand. As Dainese is a

surname, it will be better to translate a full

name from the surname only. We selected a

proper surname「段」,which could also mean

section/division. First name「寧捷」refers to

serenity and triumph respectively. Fitting

perfectly with the industry Dainese is working

in, the name delivers an overall meaning of

“Bringing victory to each section in peace”.

Name-Simplified Chinese

Pinyin-Mandarin (Cantonese)

Meaning

Duàn(Dyun6)

Níng(Ning4)

Surname/Section

Serenity/Peaceful

Jié(Zit3)

Triumph/Fast

NOTES | Chinese Naming DATE | 11.09.2013

Page 11: The Art of Chinese naming - Crossing the Cultural Great Wall

© 1.618 Limited / 2013 all rights reserved

06. OUR PROPOSALS - HYDROGEN & BOTTEGA VERDE

Hydrogen Jeans positions itself as an Italian

Luxury Sportswear brands. With an explicit

meaning of the name “Hydrogen”, it is very

tempting for a person to translate the brand

into 「氫氣」 (M: Qiān Qì / C: Hing1 Hei3),

meaning exactly Hydrogen Gas. The

character “氫” is very iconic and worth

keeping. We proposed the name 「氫意」,

which could express a Light and Comfortable

feeling of Hydrogen clothes, and also

demonstrate the Italian origin.

FASHION BEAUTY & PHARMACEUTIC

Hydrogen 氫意 Bottega Verde 博雅綠意- The Feeling of Light and Comfort - - A Variety of Elegance and a Feeling of Green -

Name-Simplified Chinese

Pinyin-Mandarin (Cantonese)

Meaning

氫 意

Qīng(Hing1)

Yì (Ji3)

Hydrogen(Element)

Italy/Feeling

Bottega Verde is a cosmetic brand with a

passion for artisanship based on natural

active ingredients .You may immediately

recall another luxury fashion brand Bottega

Veneta. In Italian, “Bottega” refers to “Artist

Workshop”. Bottega Veneta transliterated

“Bottega” into 「寶緹嘉」 (M: Bǎo Tí Jiā/

C: Bou2 Tai4 Gaa1) .The 3 characters

individually means good and nice.

Considering Bottega Verde, it is not a wise

attempt to have another transliteration of

“Bottega”. In fact, “Verde” stands for “Green

colour”. As a result, we decided to focus on

highlighting the natural and green feeling of

the brand while conveying the message

of elegance.

Name-Simplified Chinese

Pinyin-Mandarin (Cantonese)

Meaning

Bó(Bok3)

Yǎ(Ngaa5)

Wide Elegant

Lù(Luk6)

Green

Yì(Ji3)

Italy/Feeling

NOTES | Chinese Naming DATE | 11.09.2013

Page 12: The Art of Chinese naming - Crossing the Cultural Great Wall

© 1.618 Limited / 2013 all rights reserved

07. APPENDIX

Mandarin is the official language of the People’s

Republic of China and Taiwan. In southern China

Guangdong province, Cantonese is widely used and

remains the first spoken language in Guangdong,

Hong Kong and Macau.

1. Traditional Chinese and Simplified Chinese

Alon, I., Littrell, R. F., & Chan, A. K. K. (2009).

Branding in China: Global Product Strategy

Alternatives. Multinational Business Review, 17(4),

123-142.

2. Chinese People Naming

100

The written system of Chinese language has a long

uninterrupted development history and traditional

Chinese is generally believed to be elegant for its

heritage . Traditional Chinese is still used in Taiwan,

Hong Kong and Macau. During 1950s and 1960s,

China government initiated a reform to simplify

Chinese characters, in order to lower the illiteracy

rate and created Simplified Chinese. It is now

officially used in China.

3. Mandarin and CantoneseA Chinese name usually is composed of 3 or 2

characters(occasionally 4), with Surname as the first

character. There are several common approaches in

translating a foreigner’s name into a Chinese name,

such as translate a full name from the foreign First

Name only, from only Surname, or even create a

totally new name. There is no right or wrong and it

depends on needs and occasions.

4. Reference

NOTES | Chinese Naming DATE | 11.09.2013

Page 13: The Art of Chinese naming - Crossing the Cultural Great Wall

© 1.618 Limited / 2013 all rights reserved

NOTES | Chinese Naming

08. CONTACT US

[email protected]

T +852. 3563 8015 | W 1618group.hkR.1805, 18/F, Wai Wah Com. Centre, 6 Wilmer Street, Sheung Wan, Hong Kong

香港上環威利麻街6號 | 威華商業中心1805室

DATE | 11.09.2013