Western companies are getting creative with their Chinese names

　　Companies are instead choosing Chinese names with meanings that capture people's imagination. That often involves going beyond a direct translation. New entrants are taking inspiration from BMW, which is the evocative Baoma, or "treasure horse", in China, and from Coca-Cola, which is Kekoukele, or "delicious happiness". （Western companies are getting creative with their Chinese names, by The Economist）

　　Comment

　　Serious work on learning Chinese culture is an imperative for western brands entering China in addition to the necessary branding. Only incessant development and promotion of brands translating can put and keep them on the map.

（Editor Che Xingming）

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