Brand Naming in China: Signify Chinese Brand Name Creation

Brand Naming in China: Signify Chinese Brand Name Creation Overview

Discover the art of brand naming in China through Labbrand’s creation of the Chinese brand name 昕诺飞. This name embodies a rich heritage and represents a positive vision for the future. Signify, the world leader in lighting, offers high-quality products, systems, and services to professional customers and consumers worldwide. With its connected lighting solutions, Signify revolutionizes the way light is used, bringing data and illumination to devices, spaces, and people. As a trusted lighting brand operating in over 70 countries, Signify is renowned for its commitment to creating a safer, smarter, and more sustainable world. Explore the power of brand naming in China and the impact it has on shaping a brand’s identity and success.

The launch of the new company name anchors Signify’s commitment to reinforce industry leadership in the age of the Internet of Things. “The choice of our new company name originates from the way light becomes an intelligent language, which connects and conveys meaning. It is a clear expression of our strategic vision and purpose.” Said Eric Rondolat, CEO of Signify. The name change is expected to be implemented in all the countries where it is active by the beginning of 2019.

Working closely with Signify, Labbrand, the leading China-originated global brand consultancy, create the Chinese brand name 昕诺飞 [xīn nuò fēi]. Sharing a close phonetic link with the English name, 昕诺飞 conveys a sense of prosperity and reliability. Maintaining the character 飞 from 飞利浦 Philips, 昕诺飞 carries a strong heritage and represents a positive outlook into the future. 

“We are happy to have worked with Signify to help them bring their new aspiring vision to the Chinese market. The Chinese name builds positive associations with trust and dynamism, representing the progressive spirit of the brand.” Said Judy Wang, Creative Director of Labbrand.