EN

Brand names are the carrier of brand equity and the ambassador of brand image.

-Vladimir Djurovic, CEO of Labbrand

Brand names are the carrier of brand equity and the

ambassador of brand image.

-Vladimir Djurovic, CEO of Labbrand

Labbrand

4 Naming Rules

  • BORN WITH A SOUL

    The name tells a story built
    from an origin that is unique to
    the brand.

  • CRAFTED WITH BEAUTY

    The name is crafted to express the
    beauty of language and culture.

  • MADE TO COMMUNICATE

    Simple or complex, easy or
    sophisticated, the name enables
    an efficient communication.

  • CREATING A DIFFERENCE

    The name stands out and conveys
    a distinctive brand image.

  • BORN WITH A SOUL

    The name tells a story built from an origin that is unique to the brand.

  • CRAFTED WITH BEAUTY

    The name is crafted to express the beauty of language and culture.

  • CREATING A DIFFERENCE

    The name stands out and conveys a distinctive brand image.

  • MADE TO COMMUNICATE

    Simple or complex, easy or sophisticated, the name enables an efficient communication.

TIME AXE WITH

CASE STUDIES

Since 2005 Labbrand has created

300+unique and strong names in

20+ industries

Since 2005 Labbrand has created

300+unique and strong names in

20+ industries

2005 2010 2015 2017
2005 2010 2015 2017

Our Work

We created the Chinese brand name 领英 [lǐng yīng] for professional network LinkedIn.

  • 领英 is an inspiring name, encouraging professionals to strive for career progress.
  • With inspiring meaning and close phonetic similarity with LinkedIn, 领英 is quickly accepted by the market with very positive feedback

LINKEDIN

领英

[lǐng yīng]

lead / elite

We created the Chinese brand name 漫威 [màn weī] for Marvel Comics.

  • 漫威 conveys well the fantastic comic world composed of various charming and powerful characters
  • The name is adored by Chinese Marvel fans and soon helped the brand set up a leading position in the market.

MARVEL

漫威

[màn weī]

comics / power

We developed the Chinese brand name 猫途鹰 [māo tú yīng] for leading travel platform TripAdvisor.

  • 猫途鹰 relates perfectly to the iconic owl face in brand logo, catching traveler’s attention with vivid attraction.
  • Catchy and appealing, it meets the taste of a new generation of Chinese travelers.

TRIPADVISOR

猫途鹰

[māo tú yīng]

owl on the trip

We developed the Chinese brand name 爱彼迎 [ài bǐ yíng] for leading online hospitality brand Airbnb.

  • 爱彼迎 (welcome each other with love) conveys airbnb’s vision of creating a world of love where everyone can belong anywhere.
  • The three characters symbolize love (爱), people (彼) and places (迎), and when combined deliver a human and warm tone to Chinese travelers.

AIRBNB

爱彼迎

[ài bǐ yíng]

love / each other / welcome

We created the Chinese brand name 星脉 [xīng mài] for Land Rover’s brand new Range Rover SUV model Velar.

  • 星脉 evokes a sense of passion and prestige, encouraging the exploration of exciting urban life.
  • Rooted in astronomy, the name fits well with the pioneering spirit of the Range Rover family

VELAR

星脉

[xīng mài]

star / vibe

We created both the Chinese and English brand names for Spanish winery Torres’ new retail brand.

  • Everwines咏萄 presents the brand as an eternal song of grapes, a metaphor attracting urban wine lovers to know more about the brand.
  • The name reflects brand values of sophistication, enlightenment and accessibility

EVERWINES

咏萄

[yǒng táo]

praise / grape

We created both the Chinese and English brand names for Renault’s new crossover model designed for urban life.

  • KADJAR科雷嘉 are a pair of powerful names conveying an exotic image, sharing a clear nomenclature consistency with Koleos科雷傲.

KADJAR

科雷嘉

[kē léi jiā]

science / thunder / good

We developed the alphabetical name Nalk&Rey for Carrefour’s new personal electronics brand.

  • NALK&REY crafts a modern aesthetic with a unisex tonality, appealing in 15 languages as a result of linguistic check.
  • “Nalk&Rey” combines the delicate material "nacre" and the masculine suffix “rey”, while the “k&R” pronunciation refers to the word “care”

NALK&REY

We created the alphabetical brand name NORBIN for BASF’s new paint brand.

  • Easy to read and remember
  • Creates an international and professional image

NORBIN

We created both the Chinese and English brand names for a newly established lingerie brand.

  • DARE ONE倾惟 is bold and independent, just the spirit of modern urban women, calling for women to value themselves and be themselves.
  • The name conveys well the ambition of the brand to be the leader in luxury underwear category.

DARE ONE

倾惟

[qīng wéi]

devote / only

We developed the Chinese brand name 缤客 [bīn kè] for leading travel platform Booking.com.

  • Derived from a fixed phrase, 缤客 expresses a great hospitality to travelers around the world.
  • The name shares a perfect phonetic similarity with “Booking”. It’s an approachable and friendly name.

BOOKING.COM

缤客

[bīn kè]

colorful / guest

We created the Chinese brand 淳萃 [chún cuì] for Garnier’s shampoo product Ultra Doux.

  • Derived from a fixed phrase (纯粹), 淳萃 conveys “pure extract from nature” with a strong organic and nourishing sense.

ULTRA DOUX

淳萃

[chún cuì]

Pure / extract

We created the Chinese brand name 焙朗 [bèi lǎng] for Mondelēz’s breakfast biscuit brand belVita.

  • 焙朗 projects an image of “a sunny morning with the bakery fragrance”, addressing clearly both functional and emotional benefits of the brand.
  • The name fits well with breakfast biscuit category which is new and emerging in China.

BELVITA

焙朗

[bèi lǎng]

bake / bright

We developed the Chinese name for the iconic German gummy brand Haribo.

  • 哈瑞宝 is a cheerful name with great auspiciousness. It projects a very approachable and friendly image.
  • Furthermore, we created the Chinese version of the jingle and dozens of Chinese product names, such as萌桃仔 [méng táo zǎi] (Peaches), 趣缤纷 [qù bīn fēn] (Supa Mix) and 甜莓狂想 [tián méi kuáng xiǎng] (Berry Dream)

HARIBO

哈瑞宝

[hā ruì bǎo]

Laugh / auspicious / treasure

We developed the Chinese name 杜比全景声 [dù bǐ quán jǐng shēng] for Dolby’s surround sound system for cinemas and homes.

  • 全景声 conveys vividly the immersive sound effect of the advanced audio technology.
  • It’s easy to remember and refreshingly unique

DOLBY ATMOS

杜比全景声

[dù bǐ quán jǐng shēng]

Dolby / panorama / sound

LINKEDIN

领英[ling ying]lead / elite

领英 is an inspiring name, encouraging professionals to strive for career progress.

MARVEL

漫威[màn weī]comics / power

漫威 conveys well the fantastic comic world composed of various charming and powerful characters.

TRIPADVISOR

猫途鹰[māo tú yīng]owl on the trip

猫途鹰 relates perfectly to the iconic owl face in brand logo, catching traveler’s attention with vivid attraction.

AIRBNB

爱彼迎[ài bǐ yíng]love / each other / welcome

爱彼迎 (welcome each other with love) conveys airbnb’s vision of creating a world of love where everyone can belong anywhere.

VELAR

星脉[xīng mài]star / vibe

星脉 evokes a sense of passion and prestige, encouraging the exploration of exciting urban life.

EVERWINES

咏萄[yǒng táo]praise / grape

Everwines咏萄 presents the brand as an eternal song of grapes, a metaphor attracting urban wine lovers to know more about the brand.

KADJAR

科雷嘉[kē léi jiā]science / thunder / good

KADJAR科雷嘉 are a pair of powerful names conveying an exotic image, sharing a clear nomenclature consistency with Koleos科雷傲.

NALK&REY

透明

NALK&REY crafts a modern aesthetic with a unisex tonality, appealing in 15 languages as a result of linguistic check.

NORBIN

透明

We created the alphabetical brand name NORBIN for BASF’s new paint brand.

  • Easy to read and remember
  • Creates an international and professional image

DARE ONE

倾惟[qīng wéi]devote / only

DARE ONE倾惟 is bold and independent, just the spirit of modern urban women, calling for women to value themselves and be themselves.

BOOKING.COM

缤客[bīn kè]colorful / guest

Derived from a fixed phrase (宾客), 缤客 expresses a great hospitality to travelers around the world.

ULTRA DOUX

淳萃[chún cuì]Pure / extract

Derived from a fixed phrase (纯粹), 淳萃 conveys “pure extract from nature” with a strong organic and nourishing sense.

BELVITA

焙朗[bèi lǎng]bake / bright

焙朗 projects an image of “a sunny morning with the bakery fragrance”, addressing clearly both functional and emotional benefits of the brand.

HARIBO

哈瑞宝[hā ruì bǎo]Laugh / auspicious / treasure

哈瑞宝 is a cheerful name with great auspiciousness. It projects a very approachable and friendly image.

DOLBY ATMOS

杜比全景声[dù bǐ quán jǐng shēng]Dolby / panorama / sound

全景声 conveys vividly the immersive sound effect of the advanced audio technology.

LABNamers

International Naming Experts

Vladimir Djurovic Shanghai office CEO

Amanda Liu Shanghai office VP & Creative Director

Judy Wang Shanghai office Creative Director

Nadège Depeux Paris office Brand Strategy Director

Denise Sabet Vancouver office Managing Director

Melyssa Koh Singapore office Managing Director

Ying Mu New York office Vice GM

Vladimir Djurovic Shanghai office CEO

Amanda Liu Shanghai office VP & Creative Director

Judy Wang Shanghai office Creative Director

Nadège Depeux Paris office Brand Strategy Director

Denise Sabet Vancouver office Managing Director

Melyssa Koh Singapore office Managing Director

Ying Mu New York office Vice GM

Labbrand Naming Tools

The Brand Checker

Worldwide professional checking of brand name with authentic insights on languages, dialects and culture

Visit Website

The Name Creator

AI software that conducts name generation and legal screening simultaneously

The Legal Screener

A software synchronized with the official database and conducts efficient trademark check

The Name Tester

Professional consumer test methodology that collects valuable insights on name candidates

Labbrand’s brand naming excellence has gained

prominence with multiple international awards