To allow for successful brand building and sales in China, Betula, Birko and Papillio needed Chinese names which target groups could identify with to drive brand aspiration and support sales in China. In addition, three new Chinese logos needed to be created for use on products and promotional materials.
The result is three new Chinese brand names which are not only memorable for the consumer, but which also contain the brand values and share phonetic similarities with the original brand name. The logos for the new brand names adhered closely to those of the original to ensure global recognizability. Thanks to regular pre-registration checks, the preferred name choices are now in the process of being registered for commercial use in China.
MF Consulting used its naming & branding 5-Step-Plan to create a new brand name for Betula, Birko and Papillio based on category, target group, influencer and channel insight gained through desk research, interviews and target group brainstorms. Regular legal checks reduced the risk of registration issues, whilst the integrity of the suggested names was checked extensively in the three major Chinese dialects – Mandarin, Shanghainese and Cantonese. Once the client chose the preferred new Chinese brand names from carefully prepared “feedback sheets”, MF Consulting prepared and implemented the full brand registration process.

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