Corporate naming adventures in China – Eveline Chao
The annals of international marketing are filled with tales of spectacular cross-cultural name fails – a Ford car called the Pinto, for example, which turned out to be Brazilian Portugese slang for “penis.” Coming up with no name for foreign markets can be risky too. Facebook has no Chinese name, so transliterations have sprung up organically. One of them, 非死不可 fēisǐbùkě, means “must die.”
Enter Lexicon Branding. This small company, a dozen people strong, in Sausalito, California, uses linguistics to name products. They’re famous for having named the BlackBerry, Swiffer, Febreze, Pentium, and PowerBook. Occasionally, their work involves Chinese. They sometimes develop Chinese renditions of brand names: 黑莓 hēiméi for BlackBerry, and 红五工作室 hóng wǔ gōngzuòshì for computer game company Red 5 Studios – or of services, such as 有问必答 yǒuwènbìdá for Q&A.
They also evaluate possible brand names to find out what they convey in various markets. Greg Alger, Lexicon’s in-house linguist, told me they recommended against pharmaceutical name Semtris in Cantonese-speaking markets because “it triggered a relatively strong association with 心醉時 sam tsui si, which would mean something like ‘time to get seriously drunk.’”