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 Our Work Detail

EXPERTISE

  • Research
  • Naming

INDUSTRY

  • Hospitality & Real Estate
Contact Us

Booking.com Chinese Brand Name Creation

Brand Naming Strategy: Localizing Booking.com for the Chinese Market

Labbrand succeeded the Chinese brand name creation 缤客 [bīn kè] for Booking.com, building strong brand awareness in Chinese market. 

TRAVEL THE WORLD

Established in 1996 with its headquarters in Amsterdam, Booking.com is a worldwide hotel booking company that offers more than 212,000 affiliated hotels in over 160 countries around the world. With a state-of-the-art search engine, Booking.com meets the needs of a global traveler.

BUILD THE NEW BOND

While its competitors already had well-known Chinese brand names, Booking.com was behind the trend. In order to have better communication in the Chinese market, Booking.com searched for a new Chinese brand name creation that would be easily understood by a Chinese audience while gaining a broader consumer base.

START OFF THE JOURNEY

The Chinese brand name creation for Booking.com succeeded by considering its brand attributes and finding locally relevant names within the Chinese market. 缤客 [bīn kè] was the final choice. This name brings out the key values of Booking.com. To analyze character by character, 缤客 [bīn kè], expresses such a motto as “Every guest is welcome”; 缤 [bīn] carries the connotation of mixed colors because of the fixed phrase “五彩缤纷” ([wǔ cǎi bīn fēn], meaning colorful) and delivers a sense of abundance, inclusion and approachability; 客 [kè] means the guests of a business while also rendering a sense of courtesy and modesty—two important values for mass service providers like Booking.com. Altogether, this name truly reflects what Booking.com really is—approachable, friendly, informative and reliable—a means to finding your next “home” in the world.

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Leading Luxury Digital Platform Mytheresa Officially Announced Its Chinese Brand Name “美遴世”

SHANGHAI (September 2024) – Leading luxury multi-brand digital platform Mytheresa officially announced its own Chinese brand name 美遴世 (Mei Lin Shi), demonstrating Mythere…

J&J Aveeno Baby Product Variant Bilingual Naming Creation & Concept Enhancement 

Bilingual Naming Creation - Background  Aveeno Baby is one of the top recommended brands by dermatologists and parents when it comes to gentle, safe, and soothing ba…

Brand Chinese Naming – BRIOCHE DORÉE

Embark on the journey of brand Chinese naming with Labbrand, as they skillfully craft the Chinese name for Brioche Dorée, the second-largest bakery-café chain globally. E…

Zhejiang Circuit Brand Strategy and Brand Identity Creation

Embark on the dynamic journey of Zhejiang Circuit brand strategy with Labbrand, as they collaboratively build a distinctive brand strategy and visual identity. The goal i…

Real Estate Brand Strategy: SHUI ON WORKX Brand Strategy and Bilingual Brand Name Creation

Embark on the strategic journey of real estate brand strategy with Labbrand, as they collaborate with Shui On Land in the development of SHUI ON WORKX. Shui On Land, esta…

Food Brand Naming: BE-KIND Chinese Brand Name Creation

Delve into the world of food brand naming with BE-KIND, a New York City-based company founded in 2004 by Daniel Lubetzky. Specializing in healthy snacks like whole nuts, …

MERCEDES-BENZ Chinese Sub-Brand Name Creation

Labbrand worked on sub-brand name creation in Chinese 星睿 [xīng ruì] for second hand Mercedes cars to follow the premium, qualitative and luxury dimension as the mother br…

Reimagining Vita Coco: A Strategic Localization Journey

Since its global debut in 2004, Vita Coco has revolutionized the coconut water category with its promise of natural hydration and wellness. By the time the brand entered …

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