Comments on: Is Nothing Sacred? Trademark vs. Branding http://www.chinahearsay.com/is-nothing-sacred-trademark-vs-branding/ China law, business and economics commentary Sat, 13 Mar 2010 00:18:59 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Jamon Yerger http://www.chinahearsay.com/is-nothing-sacred-trademark-vs-branding/comment-page-1/#comment-74864 Jamon Yerger Thu, 09 Jul 2009 08:57:12 +0000 http://www.chinahearsay.com/?p=3133#comment-74864 I think that when Chinese companies come up with names to their companies, they consider the English version first. The company in which i work for is a direct example. ABLE = 艾博尔 （Ai Bo Er) and is a registered brand. I have a Chinese friend who has his own shampoo factory. When a new line of shampoo was to be brought out , he asked me for a list of English sounding names that were elegant,(not sure what i know about elegance) then he could work his way backwards. It seems for marketing reasons, the English name is desired for certain companies, while others have no English name at all. One funny example is Darlie toothpaste. Which used to be "Darkie". Here, there is no transliteration , but a some what translation of the Chinese brand name = 黑人牙膏 （Hei ren Ya gao) Black people toothpaste. Even complete with a person in"blackface" with tuxedo and top hat logo. I dont think this a big representative example, but it has been my experience. I think that when Chinese companies come up with names to their companies, they consider the English version first. The company in which i work for is a direct example. ABLE = 艾博尔 （Ai Bo Er) and is a registered brand.

I have a Chinese friend who has his own shampoo factory. When a new line of shampoo was to be brought out , he asked me for a list of English sounding names that were elegant,(not sure what i know about elegance) then he could work his way backwards.

It seems for marketing reasons, the English name is desired for certain companies, while others have no English name at all. One funny example is Darlie toothpaste. Which used to be “Darkie”. Here, there is no transliteration , but a some what translation of the Chinese brand name = 黑人牙膏 （Hei ren Ya gao) Black people toothpaste. Even complete with a person in”blackface” with tuxedo and top hat logo.

I dont think this a big representative example, but it has been my experience.

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