If you are launching or expanding your business into the Chinese market, a multilayered brand can be a key component to your success. A great brand name tells people what your company does and why you do it better than others. It tells a story about you that transforms your brand into a broader picture: the business, the product, the service, but first and foremost, the promise you make to your customers.

In the Chinese market, the many varied characters in the language make branding a challenge and an opportunity. Each character in the Chinese language has “multilayered” connotations. Even the slightest change in pronunciation can greatly alter the meaning of a word. Such a multilayered nature gives plenty of space for creativity (and constraints). In fact, multiple-meaning words can better convey brand values. (more…)