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Brand Source > LABReport Vol. 3 Iss. 3 Dec. 2010
LABReport Vol. 3 Iss. 4 Dec. 2010
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Words from the Editor

Welcome to the LABReport, a publication by Labbrand’s branding experts, bringing you insightful articles on market research, brand strategy, and the creative aspects of branding.

In this edition of LABReport, we discuss extensively the top five most remarkable brands of 2010 to reflect on the year passed in China, analyze research opportunities on a trend of bio/organic products using an example from a cosmetics case study, and discuss naming from different cultural perspectives. We also examine three Chinese names from the automotive industry to uncover the brands’ intended positioning and industry trends in naming.

As our regular readers know, LABReport provides valuable information to help build strong brands. Don’t forget to regularly read our blog, BrandSource, for upto-date and analytical commentary on what brands are doing in China and abroad.

 

We hope you enjoy reading. Happy holidays and Happy New Year!

 

From the LABReport Team

labreport@labbrand.com

12.31.2010
The Chinese Perspective on Organic/Natural Cosmetic Brands

Do Chinese perceive organic/natural products the way Westerners do? What are the real motivations and driving forces behind Chinese customers' rising interest in these products? Ever since China started to shift its position from the world’s dominant manufacturing powerhouse to the world’s biggest and most attractive consumer market, the consumption habits of Chinese consumers also started to move toward increasing maturity and sophistication. This trend is perceived as a tremendous opportunity for organic brands entering China and competition in this market is intensifying. In such an environment, the key success factor is to identify what Chinese people really expect from these types of products and build brand identities that are locally relevant.

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12.31.2010
2010’s Top Five Brand Stories in China

China’s economy maintained its fast-paced growth in 2010, overcoming Japan as the second largest economy in the world and continuing a meteoric rise that has seized the world’s attention. Despite undeniable progress, many questions remain when it comes to building businesses and brands in China. How can foreign companies and products gain the affinity of Chinese customers? What will happen to those foreign brands that are (inevitably) acquired with Chinese capital? Why haven’t more Chinese brands “gone global?”

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12.31.2010
Cultural Naming

Cultural Naming: How brands can take advantage of the multicultural aspect of the Chinese market

As you stroll in Shanghai, you can see two categories of brand names: some are written in Chinese and others in foreign languages such as English, Japanese, and French. Do Chinese consumers connect more with brands whose names are written in Chinese characters? Does using a foreign verbal element such as increase the brand’s appeal by giving it a French identity? Every brand that decided to jump on the Chinese bandwagon has its own strategy of differentiation in order to stand out from the crowd. Among all the efforts to resonate with Chinese consumers, naming strategy plays an integral part, given the complexity of the market and, the multicultural market condition Chinese consumers are exposed to.

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12.31.2010
Name Analysis: 3 Newly Born Auto Brand Names

“How can I best imprint my brand image into the consumer’s mind?” This is currently the simplest, and yet the hardest one to answer in the auto industry in China. The competing brands are relentlessly seeking ways to create better, more appealing images than competitors in this lucrative market: going green, new value propositions such as cost-efficiency, lower-energy consumption, safety, cutting-edge design etc.

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