The benefit of adopting a sole Chinese brand name came straight from the status quo of Bureau Veritas Chinese naming system. As Bureau Veritas had many different company brand names, internal and external stakeholders did not fully appreciate the Bureau Veritas brand value, identity and activities. The name creation was based on one simple necessity: express the united strength of Bureau Veritas’ four business units under a sole brand identity representative of the company expertise and reflecting the image of a prestigious international group in Greater China area. In order to convey these attributes, Labbrand assisted Bureau Veritas to create a simple, memorable, and engaging name that communicated back to the stakeholders. 必维 [bì wéi] seamlessly combines the concepts of competence (必), security (必) and protection (维) in a prestigious and phonetically pleasant Chinese brand name that resembles closely the original one. On one hand, 必维increases cohesiveness among employees. On the other hand, the name builds a consistent brand image among different stakeholders and ultimately strengthens the equity of the brand on the Chinese market. 

The benefit of adopting a sole Chinese brand name came straight from the status quo of Bureau Veritas Chinese naming system. As Bureau Veritas had many different company brand names, internal and external stakeholders did not fully appreciate the Bureau Veritas brand value, identity and activities. The name creation was based on one simple necessity: express the united strength of Bureau Veritas’ four business units under a sole brand identity representative of the company expertise and reflecting the image of a prestigious international group in Greater China area. In order to convey these attributes, Labbrand assisted Bureau Veritas to create a simple, memorable, and engaging name that communicated back to the stakeholders. 必维 [bì wéi] seamlessly combines the concepts of competence (必), security (必) and protection (维) in a prestigious and phonetically pleasant Chinese brand name that resembles closely the original one. On one hand, 必维increases cohesiveness among employees. On the other hand, the name builds a consistent brand image among different stakeholders and ultimately strengthens the equity of the brand on the Chinese market.