With the fierce competition going on in our global village, parents are now trying to give the best of everything to their children, expecting the little ones of today to make a big difference tomorrow. Traditionally, tender loving care and early childhood education were considered necessary, but has a linguistic check for baby names now also been added to the to-do list for parents?

According to a plan recently released by the State Administration of Industry and Commerce (SAIC), China is now striving to improve the quality of its trademark-related services to meet various demands. It is expected that the cycle of trademark examination will be reduced to less than 10 months in 2012. Meanwhile, the maximum cycle for receiving objections and approving accreditation will also be decreased to 20 months. These changes indicate that trademark applications will become more convenient, thereby encouraging companies to set up their brands in China.

Recently, Microsoft officially unveiled the Chinese name for Bing.com, their brand-new search engine, as “必应”（bì yìng）. Bing decided to have a Chinese name to show that they value the Chinese market and to help localize their brand. This is a noteworthy case of Chinese naming, as the English name sounds Chinese to begin with, and if not translated carefully could have many negative connotations.

China Mobile starts to use the brand new logo of its “3G” business. The new slogan “G3, leading the new life of 3G times” is also substituted for the previous one “TD’s development, I support” 

The new logo removes the term “TD-SCDMA” to reduce the technical talking that so often sound obscure and unfriendly to consumers. It tries instead to use a direct way to represent verbally and visually the top-notch but complicated technology.

Following the establishment of eSurfing Telecom Terminal Co., Ltd. at the end of November, China Telecom has recently launched its first batch of branded mobile handsets.

Digicorp Inc, a China focused youth marketing and media Company has recently gone though a strategic change which will be soon reflected in its new name: China Youth Media. The move is viewed as the company’s foray into the world’s largest youth market. The new name will come into effect around October the 15th along with a new – undisclosed till now - logotype.

Zifeng (Purple Mountain) Plaza, claimed as the seventh tallest building in the world, will be viewed as a new landmark in Nanjing, Jiangsu Province next year when construction works will be finished.

Li-Ning, the third biggest sport brand on the Chinese market, has recently named its latest trainers with this character - 囧 - which has also been incorporated in the product’s design. The choice is a pretty interesting one as this character is scarcely used and a lot of Chinese people do not know either its meaning or its pronunciation.