TripAdvisor, the world’s largest travel website, entered the Chinese market in 2009 under the local brand “DaoDao.com.” As Chinese travelers began to interface more frequently with the global TripAdvisor brand, a discernible gap emerged between the “DaoDao” identity and the overarching TripAdvisor brand. This disconnection prompted the pivotal engagement of Labbrand, who undertook the transformative endeavor of brand renaming. The ultimate objective was to explore alternative naming options that could foster a more potent and unifying connection between the brand and its audience, thereby aligning the brand experience cohesively.

Challenge

The existing brand name “DaoDao” was engendering perplexity among Chinese users and inadvertently falling short of harnessing the complete potential of the globally recognized TripAdvisor brand. The central challenge lay in the pursuit of a fresh brand name that could not only strike a chord with the Chinese audience but also seamlessly harmonize with the established TripAdvisor brand. Moreover, this name needed to possess the innate ability to captivate the interest of the younger generation – a pivotal demographic in the contemporary market landscape. The crux of the challenge rested on finding a name that was both culturally resonant and possessed the magnetic allure capable of transcending generational boundaries.

Solution

Labbrand worked with Tripadvisor to develop a new brand name that would address the challenge at hand. The team came up with ” māo tú yīng “[猫途鹰], which was a playful and catchy twist on the Chinese word for “owl” [猫头鹰, ” māo tóu yīng “]. The renaming solution retained the root of the owl, which is also the iconic logo of TripAdvisor, establishing a connection with the global brand. Furthermore, the inclusion of “途” (meaning “trip”) in the new name contributed an additional layer of depth. This strategic addition underscored the travel-centric essence, thereby cementing a robust linkage with TripAdvisor’s core focus. In the amalgamation of creativity and resonance, Labbrand’s expertise manifested in the crafting of a brand name that not only resonated with the Chinese audience but also expertly bridged the gap between the local market and the global brand identity.

Results

The brand renaming to “MaoTuYing”[猫途鹰] proved to be successful in enhancing the brand connection for TripAdvisor in the Chinese market. The new name was highly appealing to the young generation and resonated well with Chinese users. It captured attention and brought a fresh perspective to the brand, aligning it more closely with the global TripAdvisor identity. The catchy and memorable nature of the name contributed to increased brand recognition and engagement among Chinese travelers.