Embark on the journey of pet brand naming with Omega Plus® pet food, a division of New Zealand King Salmon, as they set their sights on entering the Chinese market in 2018 through the e-commerce platform boqii.com. To ensure a consistent brand voice and a meaningful presence, Omega Plus engaged LABBRAND as their branding partner. LABBRAND’s role involved crafting a meaningful Chinese brand name, developing a brand messaging guideline for precise communication, and testing both the Chinese brand name and messaging with real Chinese consumers. Explore the strategic approach to pet brand naming in preparation for Omega Plus’s entry into the dynamic Chinese market.
In order to firmly build the brand presence and be easily identified by its target consumers in China, the company has commissioned LABBRAND to create the CN name for this brand.
LABBRAND creates the Chinese brand name 奥鲑冠 [ào guī guàn] for Omega Plus. Being unique and premium, this name highlights the outstanding quality of the brand which is brought by 鲑冠 [guī guàn] (salmon | best, champion) – indicating the usage of King Salmon which is the best salmon in the world. It’s also catchy and distinctive as it sounds similar to the phrase 桂冠 [guì guàn] (laurel). Phonetically, 奥 [ào] reads close with Omega and also brings an imported and sophisticated feeling.
“What’s special about Omega Plus is that it makes pet food that’s 100% natural using New Zealand King Salmon as the number one ingredient. So, one of our key challenges is to well reflect this differentiating message in the Chinese name. As a result, 奥鲑冠 [ào guī guàn] fully captures the essence with a unique pun inside. We are confident that the new name will become a perfect window for Chinese pet owners to learn and understand this natural, healthy and nutritious brand from New Zealand.”
Manager, Brand Verbal Strategy
"We understand that Omega Plus is a highly descriptive name, nevertheless, we hope the Chinese name can be more emotional, resonating with local consumers and being differentiating in the market. As a result, the name 奥鲑冠 [ào guī guàn] stood out among hundreds of others. It was a delightful experience to work with Labbrand. They are the experts in landing a truly localized messaging guideline and the most desired name choice.”
Divisional Manager at Omega Innovations
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