SHANGHAI, October 13, 2015 – Witness the strategic prowess of a leading Brand Naming Agency as Mondelēz International disrupts the market with a new category of breakfast food in China—the breakfast biscuit. Operating in 165 countries, Mondelēz adapts powerhouse brands like Oreo and Stride to fit into the Chinese market successfully. Now, with a distinctive snack category, Mondelēz aims to capitalize on a growing health trend in the food and beverage industry nationwide. Explore the intersection of global branding and localized resonance, guided by the expertise of a premier brand naming agency.
Labbrand worked with Mondelēz to develop the Chinese brand name for its breakfast biscuit brand belVita. While belVita has been operating in foreign markets for over 10 years, local attributes unique to the Chinese market have caused the success of sweet products such as foreign cookies and biscuits to operate with varying levels of success over the years. But while barriers to entry are high, the spoils are even bigger, with the retail market value of biscuits reaching ¥65 billion by 2015. As such, Mondelēz has invested significant time and energy into bringing this product to market.
“When I first got acquainted with this project and the brand belVita in 2014, what impressed me most was the company’s great dedication,” said Melissa Zhang, Senior Consultant at Labbrand. “Mondelēz food scientists spent 10 years working to get a perfect bundle of taste, convenience, nutrition, and 4 hours of sustained energy. The brand launch is well integrated with the mega trend of ‘fitness/health’ in China.”
Based on the product’s positioning, Labbrand created the Chinese name 焙朗 [bèi lǎng] for Mondelēz. 焙 [bèi] implies a slow baking technique. It is also closely related to sustained energy benefit, which is in line with belVita’s core concept: the company uses a special baking process that produces a slow release of energy. The syllable is phonetically identical. 朗 [lǎng] shoulders the majority of the brand essence, as begets associations of sunny mornings and clear skies, while subconsciously aligning perceptions with the desire to lead a bright and beautiful life. With a cheerful and energetic tone, the new brand name conveys belVita’s message to “start steady, stay ready” with accuracy and creativity.
Mondelēz International is an American multinational food and snack conglomerate comprised of several master brands such as Kraft and Nabisco. With leading market shares in every category they compete in, Mondelēz holds the #1 position globally in Biscuits, Chocolate and Candy. Mondelēz brought in $30 bullion USD of revenue (¥190 billion RMB at the time of this writing) in 2014 with the help of over 100,000 employees, manufacturing and marketing its products in 165 countries around the world. 40% of its sales come from higher-growth emerging markets
Labbrand is a leading China-originated global brand consultancy, working collaboratively with consumers & corporations to build and strengthen brands through culturally relevant actions. To achieve success and brand innovations, Labbrand seamlessly coordinates research, strategic decisions, and creative implementation.
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