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Our client is a large supplier of access solutions and entrance automation globally. The company’s portfolio includes 190 brands which specialise in access solutions such as mechanical and digital locks, security doors, and automated entrances.
The current Chinese name used by the client is a phonetic translation based on its pronunciation. In this context, the client reached out to us to create a unique brand name as part of its international market expansion strategy.
We decided to divide our naming process into four steps, aiming to find the most relevant name and tagline for the client:
Step 1: Benchmark research and client’s identity analysis
Step 2: Relevant character & name generation
Step 3: Name scoring and testing
Step 4: Trademark registration
We started by defining brand value and client’s identity, looking for the central theme that resonates throughout the website and the best way to convey that message to clients.
Then we moved to a comprehensive understanding of competitors in China, analysing their names, overall semantic choices and storytelling.
This step was divided into three parts:
To identify the most suitable name for the client, we organized a mini-survey between our native-Chinese project managers to test all the long-listed names, and review and score them according to pre-determined naming criteria. We also carried out in-depth interviews with market insiders, to gauge the sentiment among the target audience.
After our client selected the Chinese name, we did the final legal check including trademark and website domain availability in Mainland China. We also registered the final chosen name in the relevant databases in China.
Our team carried out a creative brief during the first step of the research, with key understandings of the client’s identity that greatly influenced the selection of a Chinese name. We also presented our findings regarding the competitors in China.
We then presented a list of 3 to 5 Chinese names suitable for the client, that were already tested and validated by our team of native Chinese. After the client selected the designated name, we took care of all the legal steps, such as trademark and website domain registration.
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