18 OCT. 2019

Labbrand X Rouse Special Event: Chinese Brand Names Go Global

SHANGHAI, 18 October 2019 - Today, Global naming expert Labbrand and world’s leading intellectual property Rouse co-hosted the Brand Naming and Trademark Protection event at Labbrand Shanghai headquarter. This special event brought people from different industries all together discussing the potential and challenges in global brand naming and trademarks. This event also marks the great success of Labbrand’s Global Naming Month this year.

Labbrand and Rouse

During the presentation, Labbrand’s global naming experts Judy Wang and Rouse’s IP consultant Melanie Zhu discussed how to successfully name brands and the solutions for overcoming global trademark challenges, and gave the audience recommendations and actionable solutions to accelerate their business.

L-R: Judy Wang, Melanie Zhu

As Chinese brands are continuously expanding overseas, national enterprises have made a strong voice worldwide. Therefore, a localized brand name becomes extremely important to a brand when stepping into the global market. Judy Wang, creative director of Labbrand’s Naming team, first shared insights on the topic of “New Language of Brand Naming”. Introducing Chinese and foreign naming case studies, she led us to dig into how Chinese brands could embrace the economic globalization in the best use of their English names.

Labbrand’s Shanghai office

What types of names can a Chinese brand use? What are the brand naming trends in new industries?

As the leading guide in brand naming, Judy emphasized the power of the brands’ bilingual names. She elaborated on how to ensure the peculiarity of brand names while still taking into account the acceptance of different cultural backgrounds.

Judy shared creative strategies for successfully naming your cross-border brands

Globalization not only brings unlimited opportunities to brands, but also means more challenges. Melanie Zhu, the intellectual property expert at Rouse, presented on the topic of “Overseas Landscape of Chinese Enterprises' Trademarks”. Melanie introduced to us the essential considerations for trademark applications, supported with typical international trademark registration case studies. She also provides professional analysis of problems that applies to multiple industries regarding overseas trademark registrations.

Melanie presented effective solutions when facing global trademark challenges

At the event, the audience actively interacted with the two speakers and raised a lot of interesting and inspiring questions. Judy and Melanie further gave pertinent suggestions with professional guidance and industry insights. 

The audience actively ask questions

As the guests said, ‘it may be easy to create a brand name, but it’s extremely difficult to do it well.’ - It’s because each brand name is the combination of sound, meaning and multi-level cultural associations; It also can be regarded as art that is subjective, at the same time, it’s tricky to handle trademark registration problems as well. Today, I feel so glad to share my thoughts in terms of language and culture, and also have gained a lot from audience’s inspiring questions. Look forward to more communications on this topic in the future.

Judy Wang
Creative Director of Labbrand’s Naming team

It was a great pleasure to communicate with the branding creatives and operators on a practical level, so that we could better understand the requirements in the actual business operations with each other. Trademark’s application and management vary widely depending on different countries and areas. It would be great if the trademark owner can optimize the planning of brand design, trademark application and trademark asset management with the help of professional teams - in this way, they’ll succeed in protecting their own brand to the greatest extent, making this intangible asset to be the powerful assistance for the company development.

Melanie Zhu
Head of trademark business of Rouse Shanghai


About Labbrand

Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.

About Rouse

Rouse is a top intellectual property consultancy primarily focused on the emerging markets of Asia and the Middle East, with a leading UK IP Consultancy practice. In all markets where it operates, it aims to be a leader in the field. We have a team of more than 600 (including lawyers, patent and trademark attorneys) working in 17 offices around the world to provide the full range of IP services, from patent and trademark portfolio management to commercialization and intellectual asset management. Long-standing clients include many of the world's foremost IP owners.

Rouse China, in association with Beijing Lusheng law firm, has long had a strong presence in China. Rouse’s team of over 350 professional and support staff are well placed in the four offices of Beijing, Shanghai, Guangzhou and Hong Kong.

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