Dolby Laboratories, a renowned global leader in cutting-edge audio and entertainment enhancement technologies, sought Labbrand’s expertise to develop Chinese brand names for two of its exceptional audio products: Dolby Axon, a revolutionary 3D sound technology designed for online games, and Dolby Atmos, an immersive and captivating audio system. The collaboration aimed to accomplish Dolby Chinese name creation that would effectively convey the essence and innovation of these products, resonates with the Chinese audience, and reinforces Dolby’s brand presence in the Chinese market.

Challenge

The naming task required not only aligning the names with Dolby’s brand attributes but also accurately conveying the revolutionary nature of the products within a Chinese cultural context. The names had to be captivating and appealing to the target audience while adhering to legal and linguistic requirements. Balancing these considerations was crucial to ensure that Dolby Chinese name creation effectively communicated the innovation and quality of Dolby’s audio technologies and contributed to the brand’s success in the Chinese market.

Solution

Following a detailed creative brief and name candidate generation, Labbrand conducted Smart Legal Check, Linguistic Check and market research including consumer focus groups as well as multiple in-depth expert interviews to ensure the names’ good performance in legal, linguistic and consumer aspects.

The final name chosen for Dolby Axon was 杜比核擎 [dù bǐ hé qíng]. 核 [hé] is the word for core, nuclear or atomic and 擎 [qíng] means engine, support, lift up. The name evokes the feeling of an advanced and powerful force, suitable for an immersive audio environment, strongly inspiring the target audience – online gamers. It is also phonetically close to Axon.

Dolby Atmos was given the Chinese brand name 杜比全景声 [dù bǐ quán jǐng shēng]. 全 [quán] means all, 景 [jǐng] is view, 声 [shēng] means sound. 全景声 [quán jǐng shēng] takes an unusual move by linking closely the visual 景 [jǐng] and audio声 [shēng] experience, creating a highly integrated and synchronized system of picture and sound – exactly what this ground-breaking technology stands for. The character 全 [quán] not only depicts the sound coming from everywhere from the screen but also delivers a formidable sense.

With relevant Chinese names, the beat of the Dolby technology has an even greater impact on its audience.

Results

Labbrand’s successful creation of relevant Chinese names for Dolby’s audio technologies proved to be a significant boost to the brand’s impact on its audience. The carefully crafted names adeptly captured the essence of the technologies while staying true to Dolby’s brand attributes. As a result, the Chinese names effectively resonated with the target market, magnifying the power and allure of Dolby’s technology among Chinese consumers. This linguistic and cultural adaptation allowed Dolby to strengthen its presence in the Chinese market, creating a deeper connection with the audience and amplifying the brand’s influence and appeal in this important region.