LinkedIn Expands in China with Chinese Brand Name Created by Labbrand

March 11, 2014 - PRLog -- Professional social network LinkedIn is expanding in China and launches official Chinese brand name and website. The Chinese brand name领英 [lǐng yīng] was created by Labbrand, a leading China-originated brand consultancy. LinkedIn’s Chinese website domains www.lingying.com and www.lingying.cn were also launched with the Chinese brand name.

As the world's largest professional network with 225 million members in over 200 countries, LinkedIn already has over 4 million registered users in China. In order to boost its member base in China, LinkedIn wanted to establish a Chinese name and identity for the Chinese audience. In 2012, LinkedIn appointed Labbrand to create the Chinese verbal identity and integration strategy.

Labbrand conducted three rounds of name creation along with linguistic checks in Mandarin and five major Chinese dialects to ensure the name is suitable for consumers.  In China, brands often run into potential problems with trademarking their Chinese brand name. Thus, on the legal side, Labbrand conducted Smart Legal Check to ensure that the brand name is available for trademark. LinkedIn’s Chinese brand name is simple, easy to read, and memorable. The name领英 [lǐng yīng] conveys meaning such as leadership andelite.

“The Chinese name reflects the qualities of LinkedIn’s user base,” said Amanda Liu, VP & Creative Director at Labbrand. “The name is closely related to LinkedIn’s English phonetic attributes and accurately reflects LinkedIn’s professional brand image among their target audiences, an important and key factor in establishing a uniform brand perception.”

About Labbrand

Labbrand is a leading China-originated brand consultancy, working collaboratively with consumers & corporations to build and strengthen brands through culturally relevant actions. To achieve success and brand innovations, we seamlessly coordinate research, strategic decisions, and creative implementation.

For more information about the project, please contact info@labbrand.com
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