“荣”（róng）is the simplified form of the character “榮”（róng）. The part “木”(wood) at the bottom shows that this character was originally used to describe plants. And the two “火”(fire) on the top give us a image of reflecting flower or an ear of corn paddy. “荣” meant phoenix tree at the very beginning. Then, it came as the appellative of flower. Due to the fact that it is always used to describe a flourish scene, it now means “rich” and “honor” in modern mandarin. <

Though “荣” has such positive meaning, it rarely appears in brand names because it needs the rolling of one’s tongue to be pronounced, which is not easy. Those brands who use this character are usually domestic ones, such as Chinese 100-year-brand “荣（róng）宝（bǎo）斋（zhāi ）”, electrical appliances producer”荣事达”(Royalstar), a automobile sub-brand of Buick SAIC “荣御”(Royaum).

“威” can be separated into two characters: “女” and “戌”. It originally meant husband’s mother, which is why it contains a “女”(woman) inside. In feudal society, a husband’s mother is considered the representative of feudal patriarchal image. She used to have a superior position in an ancient Chinese family that reflects “majesty” and “power”. “戌” has been a name of a axe liked weapon until later, it come to be the name of the eleventh of the twelve Earthly Branches.

“威” means “revere” and “august” in modern language, thus, it usually appears in masculine, sportive, scientific related brands, such as: 美特斯.邦威-Meters/bonwe (casual wear）, 匡威-Converse（sports wear）, 威驰-VIOS（automobile），金威-kingway(beer)