Louise George Kittaka
Feb 19, 2019

How to name a new brand in an age of global business

We explore the tricky business of christening a company or product destined for various different markets, without getting egg on your face.

Coca Cola in Mandarin (可口可乐 or 'ke kou ke le') means ‘delicious happiness’

It’s hard enough to create a winning name for a product or company for domestic use. Thinking up a moniker for a brand that’s born in one country but has global ambitions is a whole different ball game. This task is particularly challenging in a market like Asia, where so many different languages, writing systems and cultures come into play.

We asked branding and advertising industry insiders for their insights on the naming process and...

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