95% of Estée Lauder lovers prefer “雅诗兰黛” as an Official Chinese Name (II)

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The excerpt above portrays the impact official Chinese brand names have on Chinese consumers. There is a stronger tendency for Chinese consumers to develop brand loyalty and great interest when “brand representation” is made accessible. This accessibility can be facilitated by “name recall” in Chinese which is a lot easier for Chinese native speakers, as opposed to “name recall” in French or English. For instance, if a brand is represented by its Chinese name –雅诗兰黛, rather than its French name – Estée Lauder, the brand’s presence not only becomes more salient but also makes information about it more accessible to the target audience.

In figure 1, it is shown that Estée Lauder’s official Chinese name (雅诗兰黛) generally results in more searches on the search engine than Gucci’s original name. This outcome can also be attributed to the branding efforts of Estée Lauder as its official Chinese is frequently and effectively conveyed to the target audience. In short, this effect could be replicated for Gucci searches only if its Chinese official name resonated more with the target audience. In Figure 2, this resonance plays a contributing factor in determining consumer preference in terms of product popularity and preference. Going back to the comparison between Estée Lauder and Gucci, it is not surprising that the former would rank higher than the latter. Although the overall searches for Estée Lauder and Gucci does not have a huge difference – 95% as opposed to 63% in Figure 1, Figure 2 magnifies and reflects the power of breaking down language barriers. Therefore, effective branding plays a vital role in the competitive Chinese market.

Original

Non-official

Official

Estée Lauder

5%

0%

95% (雅诗兰黛)

Gucci

63%

29% (古奇/古琦)

8% (古驰)

*Figure 1

 

Rank

Brand

Official

1

Audi

奧迪

2

BMW

宝马

3

Chanel

香奈儿

4

Estée Lauder

雅诗兰黛

5

Louis Vuitton

路易威登

6

Lexus

雷克萨斯

7

Mercedes Benz

梅赛德斯 奔驰

8

Dior

迪奧

9

Porsche

保时捷

10

Lamborghini

兰博基尼

11

Lancôme

兰蔻

12

Gucci

古驰

13

Hermès

爱马仕

14

Volvo

沃尔沃

15

Land Rover

路虎

 

*Figure 2

 

Although today’s discussion focuses on the luxury brand market, effective branding remains a powerful tool in making your business competitive and appealing to the target audience, regardless of the product or service type. This article basically aims to draw correlations between language barriers and consumer psychology.  According to Figure 1, having a brand name that resonates with the target audience goes a long way in strengthening brand awareness which in turn, results in growing popularity and revenue for firms, as exhibited in Figure 2. We hope today’s article has given you insights on the power of localizing your brand image; which often begins with finding the right name. If you wish to venture into the Chinese market or expand your pool of Chinese clientele, please do not hesitate to log on to scribers.com.sg for more information on localization services!

source:

http://www.businessinsider.com/presentation-on-china-and-luxury-brands-2013-7?op=1

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Why You Should Have A Chinese Name For Your Brand? (I)

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Many Chinese luxury brand consumers today are shifting their perspectives and finding new ways to flaunt wealth in style. Established brands such as Gucci and Louis Vuitton are fast becoming a trendy thing of the past while smaller niche brands like Chanel are gaining momentum in the luxury brand market. Chinese consumers are no longer satisfied with hogging brands that namesake one another; they now see luxury brands as reflecting one’s personal taste and sophistication.

While this cultural sophistication is indicative of a growing cultural proximity between Chinese and Western consumers, this is just the tip of the iceberg. The purchasing inclinations of the Chinese consumers exhibit unique preferences that differ from their Western counterparts. This spells new business opportunities and growth for brands that desire to build rapport with Chinese consumers. However, it is critical to understand consumer psychology in order to bolster brand awareness. Businesses can start strategizing by ensuring that their brand name create a lasting imprint on the target audience.

Studies have shown that language barrier is a significant factor in branding and this phenomenon is reflected in how Chinese consumers check out luxury brands on search engines:

“Language barriers continue to create complexities between Chinese consumers and Western luxury brands. Almost 40% of searches are for either non-official or original brand names, whilst the remaining searches are for their official Chinese name.”

Echo Zhiyue Zhou (周之悅)

China Digital Strategist, Digital Luxury Group

(To be continued)

Pic source: deliciouschinese.wordpress.com

Have You Ever Heard Transcreation Before? A Great Service Helps you to Reach Customers’ hearts!

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The term “transcreation” can be traced back to 1990s. Transcreation is a combined term from translation and creation. Language service providers may also label it as creative translation, localization, internationalization and cultural adaptation. No matter what it is called, the purpose of transcreation is to retain the essential meaning of the original source and localize the translated content to engage local customers.

You might ask what kind of consideration should be taken during transcreation? Basically, local culture, dialects, idioms and context are fundamental factors. However, apart from having a substantial knowledge of the local linguistic environment, translators also maintain and match the consistency of intent, tone and style with the original source. Thus, transcreation service surpasses machine translation; it is human translation which processes and produces a high level of creative language.  Transcreators need to be adventurous in order to create a new message and localize the new content, while taking a full consideration of the aforementioned facets to overcome the cultural and language barriers.  A perfect transcreation should evoke the same emotion and carry the same intended meaning for the local target audiences.

To put it simply, transcreation service is like serving a cocktail. Transcreators add translation and creative copywriting into the cocktail shaker and shake it, after which they have to ensure that this new transcreation will catch  the local customers’ attention and reach their hearts. At Scribers, our translators possess expertise in marketing and copywriting.  We are confident  in conveying  your messages more enjoyably and stylishly across the world.

Pic source: greekrestaurantmidtown.com/5-items-cocktail-pub-nightclub.

Golden Rule of Naming your Brand Helps to Hit a Home Run!

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Golden rule: Give a cultural and visual connection to your name or brand.

What does it mean by cultural exactly? Giving your brand a cultural connection means going the extra mile to understand your target audience in terms of striking a balance of being “global” yet “localized”. In other words, you need a name that is universal yet strikes a chord with the local context. Understand the local context by understanding the linguistic environment. For example, when venturing into the Asian market, avoid the digit four as it bodes misfortune since it sounds like “die” to Chinese speakers. For example, in Latin America, while nova refers to “star” however, in the other Spanish speaking communities, this can be inferred as “it won’t go”. Obviously, the car sales of a certain company did not go too well eventually.

Giving your brand a visual connection would mean using visuals to evoke the desired emotions and reactions from your target audience. Visuals could come in the form of colors. For instance, selecting red for your company logo represents resilience and vibrancy (Chinese perceive red to be a very auspicious color, symbolizing festivity and good fortune) while blue represents stability and tranquility. To many Japanese, they perceive dark colors to be royal colors (black, dark blue, royal purple) however this could go the opposite way for many Chinese. Dark colors tend to be treated as solemn colors by a majority from the Chinese community.

At Scribers, we ensure that all efforts are focused on executing and taking your branding to a higher level. We are not only a quality service provider of translation (44 languages) but we also support clients in their localization efforts. In today’s globalized business setting, it is no longer sufficient enough to make your selection nonchalantly from a sea of foreign words. The name that represents your company has to be catchy, trendy, sophisticated and representative of your brand that suits your target audience’s preference. Your branding efforts need to address this preference by ensuring that the underlying message is conveyed efficiently without having to go through the nitty-gritty information about your products and services. To enquire more about our translation and localization services, log on to scribers.com.sg!

The New Age of Inbound Marketing

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I just read the blog from Moz and saw this useful chart. Personally, the comparison of the traditional concept of interruption marketing and the new concept of inbound marketing is quite clear at a glance which I just can’t wait to share this with you.

In the past decades, customers have limited channels to absorb information which made interruption-based marketing having a strong power to influence customers’ decision-making. TV commercial is a good example of interruption marketing. When you really put yourself in the story; the TV commercial would pop out and interrupt you in order to get more attention. It really works in the past time. However, as technology advances, customers have more channels to get information through official website, blogs and other social media platforms which means marketers cannot get customers’ attention as easily as the ol’ day.

What should we do now?

By observing this chart from Moz, we have a clear understanding of the core value of inbound marketing. Now, you might need to modify the weight of these  two marketing strategies and measure its’ effectiveness. Indeed, Scribers believes that in the next few decades, the efforts and dollars to put forward to “Inbound marketing” will be more sophisticated! Let’s exploit and have fun in this trend!

Image source: Moz

Scribers, an ISO 9001 Certified Translation Company and a leading provider of high value localisation and translation services, creates and manages an extensive repertoire of services.

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