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Dolby Axon

Dolby Axon
Name this Beat

Background
Founded in 1964, Dolby Laboratories is an American company specializing in audio noise reduction and audio encoding/compression. By licensing its technologies to consumer electronics manufacturers, Dolby is the global leader in high-quality audio and specialized technologies for entertainment enhancement.

Challenge
Dolby Axon is a leading 3D sound technology designed for online games with such technical specialties as immersive surround sound and a realistic 3D online voice experience. Dolby Axon came to Labbrand for a Chinese name tailored for its specific brand attributes, attractive for its target market, and compatible with the Dolby brand family. Dolby’s existing Chinese name, 杜比 [dù bǐ], is a phonetic translation of the English name.

Solution
Following a detailed creative brief and name candidate generation, Labbrand conducted a market test project including one consumer focus group as well as multiple in-depth interviews with experts. The final name chosen was 杜比核擎 [dù bǐ hé qíng]. 核 [hé] is the word for core, nuclear or atomic and 擎[qíng] means engine, support, lift up. The name evokes the feeling of an advanced and powerful force, suitable for an immersive audio environment, strongly inspiring the target audience – online gamers. It is also phonetically close to Axon.
With a relevant Chinese name, the beat of the Dolby technology has an even greater impact on its audience.

Client: 
Dolby Axon
Capability: