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Chinese Brand Name Development

Why a Chinese name?

1. Protect your brand name in China

A U.S. trademark does not protect you in China. We work with your team to create the best Chinese name so you can start the process of protecting your intellectual property rights (IPR) in China.

As the U.S. Commercial Service and the Department of Commerce advise, if you are seeking to distribute your products in China, it is essential that you register appropriate Chinese language versions of your trademark(s) well in advance. Failing to act can have devastating consequences for future business and translate to expensive problems.


China has a first-to-file system that requires no evidence of prior use or ownership, leaving registration of popular foreign marks open to third parties.

Foreign companies should register appropriate Internet domain names and Chinese language versions of their trademarks.

Source: U.S. Commercial Service


Develop and register a Chinese language version, and do so throughout the other jurisdictions of Greater China, including Hong Kong, Taiwan, Macao and Singapore.

If you do not create a Chinese mark, the market will do so, creating a Chinese "nickname" for your product. Your company may not like the image this mark projects, or someone else in China may like it so much they register it in their own name, forcing you to buy it back.

Source: U.S. Embassy Beijing

2. Serve one billion customers

The Chinese-speaking world is quickly becoming the world's biggest consumer market. Even in the U.S., Chinese is the third most frequently spoken language. To rise above the global competition, it is crucial that you have a brand that is not only free from profane or negative associations in various Chinese languages (at a bare minimum), but one that also speaks to the hearts of Chinese ("differentiate or be lost in the crowd").

One* Chinese name to rule them* all

One: Your consumers in mainland China, Hong Kong, and Taiwan are in three different trademark jurisdictions but use the same Chinese language. We want to help you build a strong brand by developing one Chinese name that can be registered and protected in all three jurisdictions.

Them: A great Chinese name helps you differentiate and rule over all your competitors in Greater China.

Naming Q&A:

Should I pay attention to the naming trend report?

Your Chinese brand name should not be trendy; it should communicate a long-term vision, be timeless, and be able to stand the test of time.

The correct use of the trending report is to help you differentiate your name, not to follow any trend.

I think paying $10,000+ for a name is too much.

Spending $10,000 to get the best name to help your one million, ten million, or a hundred million dollar business investment to double or go 10X in China is by no means expensive. Your company could spend several times that amount just to put up signs.

A business or brand name often lasts longer than a logo and a slogan. Slogans change frequently, logos change rarely, but a brand name hardly ever changes.

What's good about receiving a full list? I don't think I'll need it.

You can use a full list of brand name candidates not only for your current project, but it is potentially useful for future related projects.

Your proposal looks as good as and even better than ones from the other agency and your fee is better but we have to hire them because they are a much bigger firm.

Large agencies have more projects and more people to manage. Unless you’re one of their largest clients, you might not get their A team to work on your project. And you might not be their top priority. If your project gets pushed behind others, you may miss deadlines or lose opportunities. Besides, it costs more to work with a large agency.

We’re your safer choice because we focus on delivering what is most important to you: the best possible Chinese versions of your name without bells and whistles that cost extra.