{"id":3053,"date":"2016-10-14T01:39:40","date_gmt":"2016-10-14T01:39:40","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=3053"},"modified":"2019-10-07T00:34:27","modified_gmt":"2019-10-07T00:34:27","slug":"naming-strategy-when-german-brand-brita-decides-to-enter-the-chinese-market","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/10\/naming-strategy-when-german-brand-brita-decides-to-enter-the-chinese-market\/","title":{"rendered":"Naming Strategy: When German Brand Brita Decides to Enter the Chinese Market"},"content":{"rendered":"

For German brand, Brita, they wanted to enter the Chinese market promoting their clean water filters.\u00a0 However, looking at their current strategies they acknowledged that if they were going to succeed these had to change by adapting to the new market.\u00a0 And a naming strategy had to be undertaken.<\/strong><\/em><\/p>\n

1) Brita\u2019s product<\/h1>\n

The product trying to gain global recognition is a water filtration system known in many countries as \u201cBrita\u201d.\u00a0 As a German owned brand it is one of the leading companies in portable household water filtration.<\/p>\n

Currently Brita distributes products to more than 60 countries and now wants a piece of the Chinese market. \u00a0Of course to increase their sales but to also increase their brand recognition and continue to be the leaders in this area.<\/p>\n

\"brita_naming_strategy_the_branding_journal_1\"<\/a><\/p>\n

2) Entering a new market: China<\/h1>\n

This is always a difficult one for any company.\u00a0 For Brita it was no different.\u00a0 They weren\u2019t known to the Chinese market and the consumers.\u00a0 Plus through their research and understanding of the market in which they were looking to enter, the original English name isn\u2019t an easy one to pronounce in Chinese.<\/p>\n

3) Hiring a local branding agency to work on the naming strategy<\/h1>\n

Working with the leading China-originated global brand consultancy, Labbrand, a new branding strategy including a new name was created.<\/p>\n

As a result, Labbrand created the Chinese name, \u78a7\u7136\u5fb7 [b\u00ec r\u00e1n d\u00e9].\u00a0 With the first two characters phonetically close to the original brand name, they\u2019re able to keep a link.\u00a0 Creating an association between the names cross-countries.<\/p>\n

Labbrand also commented on their site that, \u201cwith \u78a7 [b\u00ec] indicating crystal water, \u7136 [r\u00e1n] meaning correct and right, and \u5fb7 [d\u00e9] conveying the idea of moral virtue and communicating the meaning of elegant, safe and German-oriented, this choice is close to the brand concepts as well as easy to read and to remember.\u00a0 Particularly when associated to the original brand name.<\/p>\n

\"brita_naming_strategy_the_branding_journal_4\"<\/a><\/p>\n

4) Tried and tested naming strategy<\/h1>\n

Going into any market without any research or background is unheard of.\u00a0 For Brita they focused their designs and naming conventions around middle aged, upper class women.\u00a0 This target audience were always on mind during the naming process, design and promotion.<\/p>\n

For any brand to be successful they have to show that they are listening and that they have listened when the product is eventually launched.<\/p>\n

The new Chinese name was tested among the main 5 Chinese dialects. \u00a0With Labbrand also commissioning the necessary legal research to register the trademark in mainland China, Hong Kong and Taiwan.<\/p>\n

\"brita_naming_strategy_the_branding_journal_3\"<\/a><\/p>\n

5) Naming strategy success<\/h1>\n

It is still too early to know if this branding strategy will change people\u2019s mind set. \u00a0However, initial signs and also due to the background research and work that has gone into this certainly shows signs of a positive beginning.<\/p>\n

Promoting a product and aiming to make international sales, is not simply about expecting people do buy into your brand with no changes. \u00a0Most of all, it\u2019s about making your brand adaptable to your market and your target audience.<\/p>\n

To have a fluid strategy allows you to be able to retain certain brand elements. \u00a0As well as also enhancing the product\/services in other areas to fit with your new market. \u00a0All combined it can of course position your company in a very favourable place.<\/p>\n

Furthermore, the graphic design of Brita logo has been integrated with the new Chinese name.\u00a0 Elements of the brand are still there, it is not a new brand entirely it has simply adapted, to build upon itself and strengthen its own position.<\/p>\n

Finally, according to Labbrand \u201cwith this Chinese brand name, Brita brings Chinese consumers quality water from Germany\u201d.<\/p>\n

References: \u00a0<\/em><\/strong>Entrepreneur<\/a>,\u00a0<\/em>Labbrand
\n<\/em><\/a>Pictures from:<\/strong><\/em> AliexPress.com,\u00a0<\/em>Labbrand<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"For German brand, Brita, they wanted to enter the Chinese market promoting their clean water filters.\u00a0 However, looking…\n","protected":false},"author":15,"featured_media":3059,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"For German brand, Brita, they wanted to enter the Chinese market promoting their clean water filters. 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