Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Insights Our Thinking Detail
Contact Us

Name Analysis – Décathlon 迪卡侬

Embarking on a comprehensive and enlightening exploration, we eagerly delve into the fascinating and intricate world of name analysis, a journey that takes us beyond mere linguistic scrutiny into the profound layers of meaning and cultural significance encapsulated within the names of iconic brands.

Original namedecathlon
Chinese name迪-dí卡- kǎ侬-nóng

> 迪-dí (de):
“迪”is comprised of radicals“由” and “辶”,the second of which usually implies a connotes a walking or running motion.“由”in Chinese means origin. Together, these two characters evocate a sense of pioneering or leading.

“迪”is a character often used in phrases which express the idea of knowledge. Because its pronunciation is closely matched with “di”, a common phoneme in Western vocabulary, it is often used for phonetically translated words, such as disco (迪斯科) and Disney (迪士尼).

> 卡- kǎ (cath):

“卡”can be pronounced as“qiǎ”and as“kǎ”,meaning to trap or to pinch.  Because of its similarity in pronunciation and its relatively simple character construction, “卡” is commonly used in phonetic translations of foreign words containing “ca” or “ka”.  Examples include Cartier (卡迪亚), Alcatel (阿尔卡特), and Kapersky (卡巴斯基).

> 侬-nóng (lon):

In ancient Chinese poetry, “侬” expresses the first person I. In modern times, it is used for “you” in the Wu dialect. Other than this, it is rarely used in modern Mandarin.

Download the report

  • SHARE
  • 
  • 
  • 
  • 
BACK

Related Article




GREE’s Branding Journey: Made in China, Loved by The World

Dong Mingzhu, Chairperson and President of GREE, recently went on the real-life show “Workplace Newcomers”, which caused a bit of a stir on the internet and brought GREE …

Curiosity vs. Scrutiny: How Beauty Will Win in 2025–2026

Heading into 2026, U.S. beauty is redefined by a powerful paradox. Consumers are simultaneously chasing the thrill of the new—color-shifting glosses, peel-off lip stains,…

Brand Strategy: Asus – Branding to the High End Market

If the Asus EeePC series initially captivated attention through affordability, the recently launched EeePC S101 signifies Asus' strategic shift from a budget-focused PC m…

Understanding Your Consumers Through Video: Video Ethnography for Brand Research in China

WHAT IS VIDEO ETHNOGRAPHY? Video ethnography is the process of recording in-depth interviews in the context of participants’ natural, everyday settings. Ethnographers go …

What’s in a Name? Testing Your Brand’s Verbal Assets

Unraveling the significance of a brand's verbal assets is like delving into the essence of its identity. The name encapsulates the fundamental attributes, becoming the co…

Semiotic Analysis and China’s Bottled Water Market

In the expansive realm of bottled water consumption, China stands as the world's third-largest consumer market. Amidst the multitude of companies, both large and small, v…

Fragmented Time in China: How Chinese Spend 3.9 Hours on Smartphones Every Day

Fragmented Time in China is a unique phenomenon defined by consumers as the numerous instances during the day when there's free time to spare – whether waiting for someon…

Gold, Dragons, Chips and Trips: The Semiotic Future of Credit Cards

In 1949, a man named Frank MacNamara was dining in a restaurant in New York City when he realized he was without his wallet. With no way to pay for his dinner, the idea o…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject