Good Characters. That's who we are; That's what we do. We help you develop high-impact brands for the entire Greater China market and ensure that your message does not get lost in translation.

Someone once said, "If you are one in a million in China, there are more than a thousand others just like you."

Stand out from the crowd!

At Good Characters, our expansive network of Chinese naming specialists and human perception scientists create names that are distinctive, speak directly to the Chinese, and are perceived favorably in the greater China market.

The team

Andy Chuang, President

Having lived and studied in both the United States and Taiwan, Andy is an expert in the Chinese and English languages as well as their cultures and idioms. He is comprehensively trained in classical and modern Chinese literature and holds a master's degree in psychology focused on bilingual memory research.

Ann Byers, Communications

A writer and editor for over 25 years, Ann has extensive experience in publishing, developing marketing collateral, technical writing, entrepreneurial development, government communications, and public relations. She is equally comfortable writing or tailoring your documents for the mass market or for corporate executives.

Robert V. Levine, PhD, Persuasion

An award winning professor of Psychology and author of articles in professional journals and trade periodicals, Bob is our expert on psychological research design. His books, A Geography of Time and The Power of Persuasion: How We're Bought and Sold have been subjects of feature stories around the world and have been translated into Chinese and five other languages.

Good Characters employs people residing in three major cities of Greater China. They are fully immersed in the culture, on top of current trends, and ready to put the best local team together for your project.

Yu-ling Chuang, Taiwan

With a decade of experience working with companies in Taiwan on naming and visual branding, Yu-ling is responsible for oversight of Taiwan operations.

Amy Wong, Shanghai

Amy is responsible for oversight of operations and development in China. Her area of expertise is corporate brand identity.

Liang-Neng Chen, Beijing

Liang-Neng is responsible for oversight of Northeast China operations and development. His area of expertise is human behavior analysis and data collection.

How do we get started?

Whether you are a branding manager or a corporate naming consultant, a typical project starts with identification of the desired brand image. Once branding goals are clarified, Good Characters hand picks a team of professionals with expertise in your industry and develops a proposal outlining the scope and estimated cost of our services.

Contact Us