Brand Naming in “Different” Chinas

Select a solid name. Consistent Messaging. Of the 5 top automobile manufacturers in the world, 4 of them have at least one brand name with different translation in Hong Kong and mainland China. The reasons for foreign firms to intentionally utilize different Chinese brand names in mainland China and Hong Kong can be classified into three distinct and well-established reasons: 1. The different brand names reflect the difference between a strong affinity toward classical Chinese tradition in Hong Kong and a markedly pro-Western attitude in mainland China. 2. The different brand names consider the pronunciation difference in commonly used Mandarin dialect in mainland China and Cantonese dialect in Hong Kong. 3. The different brand names present a well-considered product differentiation strategy by the firms, maximizing profit in each market by targeting different consumer groups in mainland China and Hong Kong. 1. Cultural identity necessitates product identity Different localities have different cultural attributes. Japanese car brand Lexus is marketed as ling zhi. Car brand names must conspicuously cry out the exalted greatness of the product. For Lexus, the mainland brand is lei ke sa; si . The Hong Kong brand name cannot immediately bestow grandeur upon the product's user, thus the foreign-sounding name is kept.



















2. Local language determines local suitability The sometimes vastly different pronunciation of same Chinese characters in Mandarin and Cantonese has strong influences on how foreign brand names are directly transliterated in the mainland and Hong Kong markets. For example, in the Hong Kong market, Lamborghini, the luxury Italian automobile brand, is transliterated as lin bao jian ni. The enormous size and combined wealth of the mainland market compared to those of Hong Kong gives way for much greater justification for investing in new brand names on the mainland, as the brand investments have much greater probability of yielding higher returns than the brand maintenance costs on the mainland than in Hong Kong. 3. Brand differentiation marks product differentiation Often, the firm needs to cater a product to audiences in different markets in order to generate the greatest potential profit for the firm in all markets. Marketing under different brand attributes in Hong Kong and mainland China have been used to great effects by many business-to-consumer multinationals through use of almost completely mutually unrecognizable brand names. The HKTDC report notes that most Hong Kong consumers have strong concerns for product image and design beyond the practicality of the product while the majority of mainland Chinese, save for few urban upper class families, are still mostly concerned about the product being good at its functions.

Japanese car maker Mazda uses the name ma zi da in its mainland Chinese market. All in all, the growing trend of foreign firms marketing in both the mainland China and Hong Kong markets has been to create a unique and singular brand image across the Chinese-speaking world. That being said, until the supply chains, culture, and perhaps even the language of Hong Kong and China become more integrated, developing separate brand names for Hong Kong and Mainland Chinese markets is a worthwhile consideration for foreign companies.