Labbrand creates LinkedIn's Chinese name, conveying its leadership and elite.
READY TO CONNECT IN CHINA
Officially launched in 2003, LinkedIn is the world's largest professional network with over 300 million members, including executives from every Fortune 500 company, in over 200 countries and territories around the world.
In order to boost its member base in China, LinkedIn wanted to establish a Chinese name and identity for the Chinese audience. In 2012, LinkedIn appointed Labbrand to create the Chinese verbal identity and integration strategy.
A LEADING PROFESSIONAL NETWORK OF ELITES
We conducted three rounds of name creation along with linguistic checks in Mandarin and five major Chinese dialects to ensure the name is suitable for consumers. In China, brands often run into potential problems with trademarking their Chinese brand name. Thus, on the legal side, we also conducted Smart Legal Check to ensure that the brand name is available for trademark. LinkedIn’s Chinese brand name is simple, easy to read, and memorable. The final name chosen is 领英 [lĭng yīng]. With 领 [lĭng] meaning "to lead" and 英 [yīng] meaning "elites", the name 领英 [lĭng yīng] conveys LinkedIn's key attributes such as leadership and elite, which proved in focus groups to be well aligned with Chinese consumers' perception of the brand.
In February 2014, LinkedIn announced its official entry in China along with the Chinese name 领英 and the beta version of LinkedIn China site lingying.com. Today, China has become LinkedIn's fastest growing market with 13 million users by the end of 2015.