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

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 brand does.

CERTIFIED LABEL PRE-OWNED VEHICLES

Owned by Daimler AG, Mercedes-Benz is the world’s leading luxury brand for automobiles, buses, coaches and trucks.

Mercedes Benz has made great achievements in the Chinese market thus far. In 2008, the brand began to look into the used car segment and was interested in creating a sub-brand name in Chinese for second hand Mercedes cars. This sub-brand would also be a “certified label” of quality and authenticity for selected Mercedes Dealers.

The Chinese sub-brand name was expected to follow the premium, qualitative & luxury dimension as the mother brand does, and to emphasize the message of selected & approved quality, reliability & trust.

LUXURY AND QUALITY

After 4 rounds of name generation, 星睿 [xīng ruì] was the final choice. The name perfectly matched the brand attributes. Meanwhile, it was safe to register as a trademark in the already very crowded automobile industry. 

This sub-brand mainly targets the Mercedes used car buyers who are likely small entrepreneur/ family or middle-class upgraders. 星 [xīng] (star) and 睿 [ruì] (smart, wise) carry out a premium tone symbolizing status. 星 [xīng] (star) also corresponds well to the logo of Mercedes Benz; Hence it keeps a subtle link with the mother brand. 睿 [ruì] (smart, wise) has a connotation of leadership and achievement which are also the values pursued by the target customers. 

Luxury and quality, that’s what Mercedes Benz promises, whether first or second hand.

  • SHARE
  • 
  • 
  • 
  • 
BACK

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

Related Article




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…

OSRAM Chinese Brand Naming

Embark on the strategic journey of OSRAM Chinese brand naming with LABBRAND. OSRAM, a Munich-based leading global high-tech photonics company, with a history spanning ove…

QUIKSILVER Chinese Brand Naming

Labbrand created the QUIKSILVER Chinese brand naming for Quiksilver, building on brand awareness with attributes of lifestyle, fashion and adventure to Chinese consumers.…

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…

Brand Research: Uncovering Consumer Insights for Dolby’s Online Music Icon and Slogan 

Embark on the journey of Brand Research with Dolby, a global leader in audio innovation. Collaborating with Labbrand, Dolby seeks to distinguish its latest product focuse…

Premium and Sustainable Packaging Innovation Research 

Packaging Innovation Research - Background The infant nutrition category is undergoing premiumization and organic popularization in the Chinese market.   After …

Voya Branding in China: Voya Bilingual Brand Name and Brand Identity Creation

Voya Financial, a New York-based financial, retirement, investment, and insurance company, has introduced its Chinese brand identity to target the expanding Chinese commu…

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 w…

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