Client: Born in 1996 as Masai corporation and acquired in 2006 by the Lowendal Group, LowendalMasai is a consulting company assisting corporations to drive and implement their global sourcing, cost optimization and off shoring strategies.

Case: Chinese brand naming – Merging firms
After the acquisition by Lowendal Group, the newly formed LowendalMasai was looking for a Chinese name capable of reflecting its post-merger identity. e The client wanted to keep the Chinese name previously used by Masai corporation, which was already known in the local market, while designing an effective name for pronunciation and meaning，capable of representing the new brand identity.

Solution: 朗达玛赛 [lǎng dá mǎ sāi]

Each one of the four characters forming the company’s name has rich meaning and connotations to embody the brand values. The tone structure balances well the name composed by four characters.

朗lǎng, for brightness and clarity, convey operational transparency and expertise.

达dá, generally translated as accomplishment, reflects LowendalMasai's contribution to clients’ needs

玛mǎ, composed by 王 “king” and 马 “horse”, translates as agate, a precious stone, but also convey the meaning of expertise and superb performance.

塞sāi, translating in surpass or match, indicates the company’s competitiveness in the industry.

These four characters are phonetically close to the company’s original name. They are also easy to pronounce and, at the same time, convey the idea of competitiveness, expertise and superb performance which reflect well the values expressed by the company.