Given the unique features of the China market and the growing
importance of Chinese consumer tastes, it is important for brand
owners to look at brand localization so as to maximize their
performance in this market. Brand localization initiatives include
China-only product and service lines, translations and adaptations
of key marks and properties, as well as promotional campaigns
adapted to China's dynamic social media and e-commerce
landscape.
For brands undertaking or considering localization in China, we
would highlight the following points:
The Chinese language translation of a brand's house mark is
vital
For consumers in the Chinese market, the Chinese language
translation of a brand name is as important as the foreign language
original, and can be essential in developing recognition and
goodwill. Where a foreign brand in China has no Chinese translation
for its brand name, consumers in the Chinese market commonly will
coin one on their own.
