This is what we might call the campaign recently launched by Chi Chi, one of the brands in Hormel portfolio originally born as signature for Hormel ethnic chips and dips.

The “C campaign” aims at driving consumers associating Chi Chi with words beginning by C like chicken, craving, cooking, celebration to name a few, to convey the brand repositioning as extended use and flavor enhancer, in a few words, as something more than merely chips and dips. The campaign anticipates the brand products line expansion and follows in the plans foreseen for Chi Chi to get rid of its original image.

China Mobile Communications Corporation chairman and CEO Wang Jianzhou has announced on the 5th of April the company’s plan to launch its first offshore mobile phone network under the brand name of ZONG.

The name “Matsushita Electric Industrial” may sound quite unfamiliar to the general public, but it actually belongs to one of the world's top consumer electronics makers whose brands portfolio includes very recognizable names: Panasonic, Quasar, Technics, and JVC, just to name a few.

The Chinese high-end hotel market is going to see a new addition to the already rich selection of luxury hotels the country offers. The famous hotel group Jumeriah, running the world-known luxury hotel Burj Al Arab in Dubai, is going to open its first hotel in downtown Shanghai by August 2008.

 CD(CompactDisc),NBA(National Basketball Association),CCTV(China Central Television), the increasing use of acronyms in China has inspired a trend of brand naming...

 Surviving in rapid economic growth sometimes calls for changing corporate structures, and mergers and acquisitions has become a strategy for many global brands. Statistics show that the volume of global mergers and acquisitions in 2006 reached USD 3.6 trillion, beating the previous record high in 2000. And the latest report released by Morgan Stanley indicates that this record will be likely beaten again in 2007. In the case of merging brands, there arises an important consideration: how to give the merged brand a suitable name?

English is the most widely used language while Mandarin Chinese is used by the largest number of people around the world, but if we want to find a truly international language, it would have to be numerals. Numerals are standardized world-wide, recognized across cultures, and have simple forms which make them excellent tools for naming. However, numerical names have also caused confusions to consumers. In this issue, we explore the math behind brand naming.

 The newest trend of Asian-inspired naming has produced "Yu" (雨, meaning rain in Mandarin Chinese), Mane's newly launched perfume.

Among the various brand names, you will find that a successful brand is based on more than transliteration. Generally, a good name is easy to pronounce and easy to remember. What’s more, particularly good examples can even bring fresh inspirations...