Labbrand Creates Chinese Brand Name for Marvel

Labbrand is proud to announce the completion of a Chinese brand name creation project for Marvel, one of the most famous character-based entertainment brands in the world.
 
Jan. 4, 2012 - PRLog -- With over 70 years of experience in comic books, Marvel’s characters go beyond print and paper to become hit successes in a variety of mediums including movies, television, and video games. Marvel is known for its popular superheroes and commitment to being the world’s greatest storyteller. The Marvel brand symbolizes bravery, adventure, and power. The goal of the naming project was to transfer these core attributes to the Chinese market and establish strong brand recognition for Marvel.

Labbrand successfully created the Chinese name漫威 [màn wēi] for Marvel. The character màn is used in 漫画(màn huà), which means comics (also caricature, cartoon) in Chinese. Wēi means power, strength, might and prestige. Together, the two characters sound phonetically similar to “Marvel”: they also convey a sense of foreignness, as the two characters don’t normally go together in Chinese. The connotation of the name漫威 [màn wēi] is consistent with the essence of Marvel’s brand; it is founded on comic books and has evolved over the years to become a global entertainment powerhouse. 漫威is memorable, relevant and easily associated with the brand.

To ensure the Chinese brand name would be linguistically appropriate and well received by target consumers, Labbrand conducted linguistic checks in the main Chinese dialects and carried out consumer focus groups. This enabled Labbrand and Marvel to craft a Chinese name that resonates with consumers and reflects the foundational characteristics of Marvel. Labbrand believes the newly created Chinese name will help Marvel realize a successful future in the Chinese market.

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Labbrand is an innovative agency that provides market and consumer research, brand strategy, and creative services for brand equity enhancement.
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