An example of naming trends in the perfume industry is the use of colors that identify a new fragrance. Noir or Black, Blue or Blu, Gris or Grey, and then Pink, White, Red, Green always preceded by the brand or the designer’s name and sometimes followed by an adjective or a name that recalls an image or a symbol (Free blue, Red Door) or that strengthens the color (Noir de Noir). Choosing the name of a color…
Read more >
Over the last few years, the main worldwide car manufacturers in cooperation with the main Chinese car manufacturers have launched new brands for the Chinese market. The name HORKI (Dongfeng Yueda Kia) is the union of Hor (China) and Ki (to drive), whereas ZHI NUO (BMW and Brilliance China Automotive) means “promises” or “keep one’s word”. However, ZHI NUO uses Old Chinese which is more poetical and strongly evocative compared with modern Chinese; this is why it is…
Read more >
Does the ideal name really exist? Let’s take the example of IKEA, one of the most famous brands worldwide, easy to read and to pronounce all over the world. Is it pronounced the same way everywhere? Not really. Let’s have a closer look at the Chinese market. In China, the name IKEA (actually the sound IKEA), has been changed in order to suit their logographic language. It sounds like “Yi Jia” that recalls the occidental phonetics and means “comfortable…
Read more >
