Client: SEAT is a Spanish automotive brand with more than 60 years of history. Also, SEAT is a member of the Volkswagen group and represents a dynamic and spirited brand constantly seeking to create quality car enjoyment.
Case: SEAT intends to further establish its presence in China and positions itself as a sporty alternative for the Chinese consumers. To assist SEAT in building up its brand image in China, Labbrand developed a Chinese name for the brand to capture the Western uniqueness of its products.
Solution: Labbrand successfully created the Chinese name 西雅特 [xī yă tè] for SEAT. The character西 [xī] is used in 西班牙 [xī ban ya], which is the Chinese word for Spain. 雅 [yă] represents elegance while 特 [tè] portrays the meaning of uniqueness and specialty. Combined together, this name is phonetic similar to SEAT and successfully embodies its Spanish origin and foreign appeal. Also, 西雅特 [xī yă tè] is simple to pronounce and easily associated with the original brand name.