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
FMSMNews.com is a news aggregator and opinions blog. We aim to showcase news from various Alternative News Outlets to expand the reach away from MainStream Media polarizing tactics. This site is owned and operated by Underlab Media Productions, Inc.