Western companies are getting creative with their Chinese names

MCDONALD’S drew ridicule in China when it changed its registered name there to Jingongmen, or “Golden Arches”, in October, after it was sold to a Chinese consortium. Some on Weibo, a microblogging site, thought it sounded old-fashioned and awkward, others that it had connotations of furniture. The fast-food chain was quick to reassure customers that its restaurants would continue to go by Maidanglao, a rough transliteration that has, over the years, become a recognisable brand name. But for most companies now entering Chinese markets, transliterations are a thing of the past, says Amanda Liu, 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. New entrants are taking inspiration from BMW, which is the evocative Baoma, or...Continue reading