Labbrand Creates Chinese Brand Name for New Auto Brand Qoros

May 23, 2012 - PRLog -- Launched in November 2011, Qoros plans to introduce its first model in China and Western Europe in 2013. The “Qoros” brand name is a new word meant to represent a company that stands for quality and works together like a chorus. The brand embodies the fine combination between German design and craftsmanship with Japanese convenience and functionality.
Labbrand successfully created the Chinese name 观致 [guān zhì] for Qoros. 观 [guān] carries the meaning of observation and appearances while 致 [zhì] represents exquisiteness and fine quality. The combination of these two characters conveys a sense of on-going effort to provide great design and quality. At the same time, it renders a sense of grandeur and uniqueness. The Chinese name is easy to remember and depicts a touch of elegance.
Labbrand conducted several rounds of naming creation to generate the most suitable Chinese name for Qoros. Linguistic checks were also conducted in Mandarin and five other Chinese dialects to ensure the name is easy to pronounce and has no negative associations. Labbrand believes that this elegant and meaningful brand name will greatly assist Qoros in building up its brand equity in China.