Risks of a poor brand translation into Mandarin Chinese
Lessons to Learn: Even major players in industries like hospitality and coffee faced significant challenges when entering the Chinese market. While these issues weren't catastrophic, they did lead to avoidable losses. By observing these cases, we understand the importance of learning from others' experiences to avoid similar pitfalls. Many companies, both large and small, underestimate the need to validate a brand name with the local market before launching in China. This step is essential for a smoother entry and a stronger connection with Chinese consumers.
Cultural misunderstandings
In Chinese, the literal meaning of characters is not always enough. Homophones and cultural connotations can lead to unintended interpretations.
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This has happened to several famous international companies that gave their brand a wrong or controversial meaning, which affected their brand reputation and, consequently, impacted their business profits.
Homophones and superstitions
Mandarin is full of homophones, and a poorly chosen word can be associated with a negative meaning.
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For example, the number 250 (二百五, "èr bÇŽi wÇ”") is often used to describe someone foolish or stupid.
Moreover, Chinese culture has deeply rooted superstitions, where certain words or numbers are believed to bring bad luck, which can further complicate branding efforts.
Opportunities offered by Chinese characters
It is important to highlight the unique opportunity that Chinese characters offer for expressing your brand's values through effective branding. These characters enable a deeper connection with Chinese consumers, allowing them to resonate with the brand and its core values.