Summary

Labbrand successfully created the Chinese name 漫威 [màn wēi] for MARVEL comics brand naming in Chinese, helping the brand establish a strong brand recognition in the Chinese market.

Challenge

With the aim of establishing a distinctive brand identity in China, MARVEL Chinese brand naming was in need to encapsulate the very essence of its fundamental qualities. Finding a name that could convey bravery, adventure, and power was of paramount importance, while also ensuring phonetic resemblance to the English name MARVEL. 

Solution

Labbrand successfully created the Chinese name 漫威 [màn wēi] for MARVEL. The character 漫 is commonly used in the Chinese word for comics (漫画 [màn huà]) and signifies the medium of storytelling. The character 威 represents power, strength, might, and prestige. Together, these characters not only phonetically resemble the English name MARVEL but also convey the brand’s nature and evoke a sense of bravery and power. The naming process involved linguistic checks in Mandarin and 5 other major Chinese dialects and insights from focus groups to ensure cultural relevance.

Results

The Chinese brand name 漫威 [màn wēi] created by Labbrand successfully established strong brand recognition for MARVEL in China. The name effectively captures the essence of the brand’s core attributes and resonates with the target market. The name 漫威 combines the concept of comics with power, aligning with the brand’s identity and appealing to Chinese consumers. Labbrand’s expertise in brand naming and cultural understanding contributed to the creation of a name that reflects the marvelous power of comics, further strengthening MARVEL’s position in the Chinese market.