Today’s Chinese consumers may still take whiskeys mixed with green tea, but that in no way undermines the influence that brands such as Johnnie Walker, Hennessy, Ballantine’s and Chivas have on the Chinese market. These brands employ all kinds of semiotic methods to communicate their brand identity by associating their brands to certain cultures. In this issue, Labbrand’s naming experts decode these whiskey brand names to find their cultural symbols.

Johnnie Walker—striding to success

Like many other whiskey brands, Johnnie Walker’s brand name originates with its founder, John “Johnnie” Walker. Apropos to its name, the brand logo “Striding Man” is that of a gentleman walking confidently, his status clearly marked by his top-hat, coat and walking stick. Interestingly, the brand’s Chinese name is neither a phonetic translation "强 jiàng 尼 ní 沃wò 克kè", nor a semantic interpretation "约yuē 翰hàn 行xíng 路lù人rén" , but rather “尊（zūn）尼（ní）获（huò）加（jiā）”.

“尊（zūn）” is the Chinese word for premier or premium, often used to express high social standing. With the addition of a “wood” radical, it becomes “樽（zūn）”, an ancient Chinese wine vessel. “获（huò）” can be translated as earn or attain, while加（jiā）means plus or increase. In China, Johnnie Walker strives to create an image of success and achievement without sacrificing the ideas of exploration and creation. A recent advertisement shows a successful Asian fashion designer being celebrated on an international stage. Through a series symbolic implications, Johnnie Walker (尊尼获加) has successfully linked its brand identity to China’s achievements and its high-end consumers.

Hennessy—artistic individualism

Compared with Johnnie Walker (尊尼获加), Hennessy’s Chinese name “轩（xuān）尼（ní）诗（shī）” is more elegant. “轩（xuān）” and “诗（shī）” are both characters with artistic sentiments: “轩（xuān）” means high and spacious, and is an expression often used by artists to refer to their studios and tea-rooms; “诗（shī）” means poetry, but is often used as an expression for a lifestyle of spiritual aspirations.

Likening life to liquor, and liquor to poetry, Hennessy “轩尼诗” appeals to the consumer who appreciates inspiration and artistry. A recent Hennessy advertisement features an unorthodox Asian artist who perfectly encapsulates the qualities of artistry, individualism and achievement. Hennessy has also been launching various music events—most recently Christina Aquilera in Hong Kong and Shanghai—as part of their Hennessy Artistry campaign. Translated, Hennesy’s slogans read: “this is me, live life to the fullest”, and “enjoy more to know joy.” Through these messages, they are trying to direct consumers towards artistic expression and enjoyment.

Ballantine’s—the real connoisseur

In China, Ballantine’s is working hard to establish itself as a pure Scotland whisky. Its Chinese name “百（bǎi）龄（líng）坛（tán）”is perfectly aligned to its brand identity. “百（bǎi）龄（líng）” means “century-old”; this expression is used to connote vintage and often as a term of respect to persons of great age. In this case, it is a very suitable name for a brand with a long history. “坛（tán）” is a type of pottery which was once used to store and age liquor in ancient China. This character immediately evokes an association to spirits and liquors. The name also hints at Ballantine’s traditional aging process, which gives its spirit a mellower taste.

Though whiskey has a long history in Western culture, it is still a new product for Chinese consumers. Taking a different approach from the other brands which strive to pursue a more modern image, Ballantine’s emphasizes its long history and long aging process. In its advertisement it puts the focus to the product itself, from the history to the taste. By adding Chinese elements to the name, the brand successfully shortens the distance between the traditionally Western product and its Chinese customers.

Chivas—youthful sophistication

Chivas aspires to incorporate good liquor into one’s lifestyle. It strives to present a brand image that is elegant, optimistic, sociable and care-free; its target consumers in China are young, urban executives. Thus, it has carefully chosen the Chinese name “芝（zhī）华（huá）士（shì）”. “芝（zhī）” is often used to refer to the herb lingzhi, but has been extended to express virtue and friendship. “华” can be understood as Sino or Chinese, and also as the pronoun for elite. In ancient China, “士（shì）” was a title for persons of high professional rank. Nowadays, it is most often used to refer to gentlemen.

The name “芝（zhī）华（huá）士（shì）”is more than a name which is phonetically close to the original name, it is a name which targets China’s emerging class of young, urban elites. Accordingly, Chivas advertisements show passionate youths enjoying each others company in an outdoor setting. The message is as clear as their slogan: “This is Chivas life!”, a life of sincere friendship and casual luxury.

The brand name of a product does not merely function as a trademark, it can serve to reinforce the brand’s identity. The name in itself is a form of advertisement, a message that is communicated every time the consumer is exposed to the product. What does your brand name say, and what does it imply?