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

INDUSTRY

  • Auto
Contact Us

KADJAR Bilingual Auto Brand Name Creation

Labbrand assisted RENAULT, a French multinational automobile manufacturer, in creating the auto brand name for their new crossover model, targeting the Chinese market. RENAULT aimed to develop a crossover that seamlessly blended beauty and usability, appealing to individual pleasure and family needs. Labbrand’s task was to generate an alphabetic name that conveyed agility and energy while also creating a Chinese name that resonated with Chinese consumers and left a strong impression.

Challenge

RENAULT sought an auto brand name for their new crossover model that encompassed both beauty and usability. It needed to evoke a sense of agility and energy, align with RENAULT’s existing SUV family naming structure, and quickly capture the attention of Chinese consumers. The Chinese name had to leverage the popularity and recognition of RENAULT’s KOLEOS model while being easy to read and pronounce.

Solution

Labbrand created the brand name “KADJAR” for RENAULT’s new crossover model. The name featured robust and sonorous phonetics, with the letters “K” and “DJ” conveying agility and energy, appealing to masculinity and functional usability. The name also established a consistent nomenclature within RENAULT’s SUV family, aligning with the names of their existing models, KOLEOS and CAPTUR. For the Chinese market, Labbrand developed the Chinese name “科雷嘉” (pronounced “kē léi jiā”), which phonetically corresponded to “KADJAR” on every syllable. Leveraging the popularity of RENAULT’s KOLEOS model, the Chinese name achieved high recognition through its readability and fluent sound.

Results

The brand name “KADJAR” successfully captured the essence of RENAULT’s new crossover model, conveying agility and energy. The Chinese name “科雷嘉” (KADJAR) capitalized on the familiarity and popularity of RENAULT’s KOLEOS model, ensuring quick recognition and recall among Chinese consumers. The brand name creation helped position the new RENAULT crossover as a desirable choice in the Chinese market.

  • The name KADJAR carries a sense of surprise; people are not indifferent to it. It fits with the vehicle positioning and the vehicle personality.

    Cécile Mandonnet-Dupic

    Naming Manager at Renault

  • SHARE
  • 
  • 
  • 
  • 
BACK

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

Related Article




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…

Colgate Brand Strategy in China: COLGATE OPTIC WHITE Chinese Brand Name Creation

Delve into the realm of Colgate brand strategy in China as Labbrand strategically crafts the Chinese name for Colgate Optic White. Witness the seamless fusion of advanced…

BASF Branding in China

Embark on the journey of BASF branding in China with Labbrand, as they skillfully craft the verbal and visual identity system for the new paint brand. Witness the emergen…

LONGi Green Energy Teams Up with Labbrand Group to Advance International Brand Building

Recently, LONGi, the world's leading solar technology company, joined hands with Labbrand Group to promote its brand-new high-end product to enter the European market, th…

Strengthen Weber’s Consumer Strategy Through Market Entry Research for Asian Markets

Weber-Stephen Products (Weber), a globally recognized leader in premium grills and accessories, endeavored to solidify its foothold in the Asian market, particularly in C…

Dräger Brand Relevance Creation

Unlock the strategic approach to brand relevance as Labbrand elevates Dräger's brand positioning in the Chinese market. Drawing from industry insights, Labbrand seamlessl…

Bacardi China Luxury Research

Labbrand helped Bacardi to build in-depth understanding of premium spirits through China luxury research, supporting the luxury positioning for the brand. DOMINATING THE …

Supporting Bluepha’s Ongoing Brand Enhancement

Background Bluepha, established in 2016, specializes in designing, developing, manufacturing, and marketing novel bio-based molecules and materials, with its biodegradabl…

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