Historically, Chinese characters originated from the symbolic representation of the objects they described. For example, the representation of the mouth kou is口, that symbolize an opened mouth. This word 口is used in Chinese names of famous brands for example Coca Cola (可口可乐)...

History of characters 

Historically, Chinese characters originated from the symbolic representation of the objects they described. For example, the representation of the mouth kou is口, that symbolize an opened mouth. This word 口is used in Chinese names of famous brands for example Coca Cola (可口可乐).
This specificity of Chinese writing has given brands a great opportunity to create a long-lasting, memorable effect in the consumers mind; characters can be used as visual aids directly linking the brand's concept to its name. This increases brand recognition by making the brand and what it stands for instantly identifiable. Some of companies have already taken advantage of these possibilities:
It s what Labbrand call 'LOGO-ZI': LOGO stands for logo when ZI stands for the Chinese字 that means word.
Jiu Jiu Ya 久久丫  Jiu Jiu Ya is a good example of how to choose the appropriate characters to visually illustrate the concept of the brand: Jiu Jiu Ya uses a character that looks like their product (duck neck), and incorporated it in the brand name. The effect is instantaneous: we know what Jiu Jiu Ya stands for, and we have an easily identifiable logo; this combination will substantially increase brand recognition.
Qian Si Decorating Company 千思  Sometimes the visual effects of characters are transferred on to the logo; it will then appear as a newly born character, with its own identity:
The Chinese Cola Strength!! Jianlibao The Chinese Cola Strength!! Jianlibao / 健力宝 is a beverage brand, famous for their association with sporting events. The logo highlights the letter 'j', which is the first letter in Pinyin for '力'. Here, the logo is used to illustrate the 'sporty' concept of the brand: it looks like a person doing parallel bars or flying rings.
Forever Bicycle Brand  Forever/永久 is an old Shanghai bicycle brand; the way they use the characters is a little different than the other examples: they take the Chinese characters for their name and shape them in the logo under the form of their product, a bicycle. The intended effect is the same as the other examples: make the logo and what it stands for is instantly recognizable.
Chinese naming can use these visual aspects of Chinese characters to make a full use of language tools for the purpose of creating discriminative symbols that individuates the brand.
More to read with next month article with the origin of the Baidu.com name!