Embark on the exploration of Danone’s endeavors in the Chinese market with the launch of Dare to Stride, a new adult nutrition brand addressing the challenges of aging and stress. Labbrand collaborated with the Danone team to create the brand’s Chinese name, “敢[gǎn] 迈[mài],” vividly depicting a state of good health, vitality, and mobility. This strategic move aims to resonate with Chinese consumers, capturing the fearless attitude of those who embrace aging and dare to pursue a carefree lifestyle. Explore the dynamic intersection of health, culture, and branding in Danone’s Chinese market venture with Dare to Stride.
Danone sought to establish a compelling brand identity for its new adult nutrition brand, Dare to Stride, in the Chinese market. The challenge was to create a Chinese name that effectively conveyed the brand’s core concept and resonated with the target consumers, who desired solutions for maintaining their health and energy levels.
Labbrand worked closely with the Danone team to develop the Chinese name for Dare to Stride. After careful consideration of the brand’s values and target audience, Labbrand created the name “敢[gǎn] 迈[mài].” This name vividly portrays a state of good health, vitality, and mobility, capturing the fearless and optimistic attitude of individuals who embrace aging and dare to pursue a carefree lifestyle.
The brand name “敢[gǎn] 迈[mài]” successfully conveys the optimistic self-declaration of individuals who fearlessly embrace aging and strive for a carefree lifestyle. It resonates with the target consumers and effectively communicates the brand’s message of vitality and mobility. The collaboration between Labbrand and the Danone team in brand name creation has helped establish a strong brand identity for Dare to Stride in the Chinese nutrition market.
About Labbrand
Labbrand, a Labbrand Group company, is a leading global brand consultancy founded in China in 2005 with offices in Singapore, New York, Vancouver, and Paris. As your Guiding Partner for Brand Innovations, we offer comprehensive consultancy on Naming, Branding and Innovations to create and develop impactful brands. Through seamless coordination of our expertise in Insights, Strategy, Naming and Design, we translate brand ideas into impactful identities and experiences that strengthen your brand equity. For more information, please visit labbrand.com
We had a great time collaborating with Labbrand team. They provided vital support in the development and creative research of 敢迈™ based on consumer insights.
Associate Director, Danone Early Life Nutrition, Growth Strategy and Innovation
The creation of 敢迈™ is a result of the Danone team's extensive expertise and experience, as well as their sincere concern for 40+ age group in China. Labbrand is honored to be part of the brand development, and we have contributed our full support in the brand product concept creation and brand verbal strategy to create the brand name 敢迈™, which embodies the brand proposition of staying young and energetic to embrace the challenges in your wonderful life.
Labbrand Vice President, Creative Director of Brand Verbal Strategy
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