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前段时间,Airbnb的中文名称“爱彼迎”一宣布,便遭到众多网友的吐槽。国外品牌来到中国,作为本地化的第一步,总会想到先起一个中文名字,那么,这个“中文名”应该怎么起才会助力品牌价值的实现?通常,拥有一个中文名字往往有以下几个目的:与消费者沟通、当地法律要求、公关媒体需要。一个隐性的问题就出现了:是否需要一个中文的“品牌名”。在这里,我们首先要区分“品牌名”和“商号”的差别,品牌的主要沟通对象是消费者或是品牌的目标
Some time ago, Airbnb’s Chinese name “Airbnb ” announced, it was a lot of users Tucao. When foreign brands come to China, as a localization first step, they always think of starting with a Chinese name. Then, what should the “Chinese name” mean to help the realization of the brand value? Usually, having a Chinese name often means There are several purposes: communicating with consumers, local legal requirements, and public relations media needs. An implicit question arises: Do you need a Chinese “brand name”? Here, we must first distinguish the difference between “brand name” and “brand name”. The brand’s main communication target is the target of consumers or brands.