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Labbrand Creates Chinese Brand Name for Quiksilver

Labbrand Creates Chinese Brand Name for Quiksilver
07.14.2010

Quiksilver designs, produces and distributes clothing, accessories and related products for young people, promoting lifestyle brands inspired by a surf boarding tradition. Labbrand created a powerful and effective Chinese verbal identity, an important step to make the famous brand more accessible and well known in the Chinese marketplace.
Starting with a competitor Chinese naming analysis and a creative brief jointly developed by Quiksilver and Labbrand , Labbrand naming team finalized 17 candidates through three rounds of creation. The creative brief was later fine-tuned to include fashion and lifestyle attributes, and then a linguistic check was performed in various regions in China. Through the comprehensive evaluation of the recommended name candidates during consumer focus groups, the best name candidate was finally chosen for registration.
The final Chinese name selected was奇克尚风 [qí kè shàng fēng]. 奇 [qí] means unusual and unique, and克 [kè] means overcome. The two character phrase is phonetically similar to the first syllable of Quiksilver, implicating the foreign origin of the brand at the same time. 尚 [shàng] means esteem and fashion, and风 [fēng] means wind and attitude. The last two-character phrase conveys the fashion and lifestyle attributes of this brand.
奇克尚风 [qí kè shàng fēng] fits the brand’s core attributes of confidence and adventure. It also represents well fashion, novelty, and unconventional spirit.
Quiksilver is confident its new Chinese name奇克尚风 [qí kè shàng fēng] will appeal both to surfing and sports fans as well as fashion driven consumers. The Chinese brand name has put Quiksilver well on their way to building a stronger brand in China.

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