Chinese brands ponder catchy names

Local firms realize product and character alone won't suffice in overseas markets

The phenomenon of foreign brands swallowing up established local labels to make inroads into the China market is coming full circle - Chinese brands are trying to employ the same strategy overseas, confirming that names matter.

Marketing guru Al Ries said: "While we all want to believe that names don't matter, that what really matters is the strength of our character and the quality of our product ... The reality is that names matter enormously."