Name creation and positioning in Greater China. The project included several in-depth research and name testing modules such as interviews with influencers and multipliers (e.g. bar tenders, brand ambassadors and distributors). Focus groups with target audience in various cities in China were also used to jump start the creative naming process that was fully developed with the additional creativity and research of artists and “word smiths”. Legal checking of registration opportunities was integrated into the tightly controlled project process. Jägermeister's Chinese naming has received global media coverage.

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