March 7, 2012 -
PRLog -- Established in 1976, Brioche Dorée is the second largest bakery-café chain in the world with more than 500 stores and 5000 employees. The brand values its French origin and is committed in providing great customer satisfaction. Brioche Dorée provides authentic and nutritional foods that are suitable for every meal.
Labbrand successfully created the Chinese name 法味朵风 [fă wèi duŏ fēng] for Brioche Dorée. 法 (fă) and 味 (wèi) mean France and taste while 朵 (duŏ) can relates to flower bud or cloud and 风 (fēng) means wind. This combination naturally leads to the fluid phrase 法味 (fă wèi) which is “French taste”. The combination of 朵 (duŏ) and 风 (fēng) reminds consumers of the softness of bread and the nice smell in the wind. The Chinese name not only highlighted Brioche Dorée’s French origin, but also transcend the brand’s essence of being an authentic bakery-café.
Labbrand conducted legal check to ensure the feasibility of the trademark registration. Furthermore, linguistic check of the Chinese name was completed in 5 dialects to ensure there is no negative connotation;
consumer testing with two focus groups in Shanghai was also completed. Labbrand strongly believes that this newly created Chinese name, 法味朵风, will help Brioche Dorée make a successful entry into the Chinese market.
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