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

  • Naming
  • Research

INDUSTRY

  • Hospitality & Real Estate
Contact Us

Booking.com Chinese Brand Name Creation

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




A Little More: Alipay Global Communication Campaign and Visual System Creation

Alipay is a third-party mobile and online payment platform, with over 450 million users. It overtook PayPal as the world’s largest mobile payment platform in 2013. Alipay…

CREATING NEW OFFERS & CONSOLIDATING BRAND ARCHITECTURE 

Brand architecture - Background  Established in 1920, STEF has successfully positioned itself as the foremost European leader in the chilled supply chain market. Wit…

ETRO Digital Experience Design

Embark on the transformative journey of Digital Experience Design with MADJOR, as they partner with ETRO from insights to execution. Accompanying ETRO in the creation and…

SkyTeam Brand Identity Strategy

Labbrand successfully creates the Chinese brand identity strategy for SkyTeam and SkyPriority, establishing a caring and luxury value for the brand. Brand Identity Strate…

Shopify in China: Shopify Website Localization

Embark on the localization journey of Shopify in China with MADJOR, tasked with the mission to adapt and optimize Shopify's official website for the Chinese market. As a …

Labbrand Group Partners with Harley-Davidson on Brand Communications

Labbrand's sister company, MADJOR, becomes Harley-Davidson’s lead digital communication agency in China. The strategic partnership with Harley-Davidson aims to deliver ro…

Club Med: Luxury Hotel Brand Creation

Labbrand helped Club Med bring this new definition of luxury hotel brand creation to China and go extra miles to JOYVIEW BY CLUB MED. Club Med is a French resort chain op…

Brand Localization for Petit Bateau: Crafting a Unique Voice with Relevance

Background Petit Bateau is a French fashion house of quality clothing and underwear for children that dates back to 1893. The brand is known for its timeless French …

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