In our last blog we explored how Chinese companies adapt brand names for the global stage. Now let’s examine the strategies Western companies are using to adapt their names for the Chinese market.

The world is becoming one stage, and brands wanting to play on a global level are finding ways to position themselves better for international audiences. For many of these companies, it starts with adapting their names. A name can play a critical role in conveying who or what a brand is, and it’s important to get it right.

One of the toughest decisions organizations have to make is how to name their new products and services. This is especially important today, with the effects of brand proliferation and information available in a dizzying array of mediums.

We’re watching and experiencing China’s era of innovative brand-building and global acquisitions, as well as an increasing number of foreign companies taking their business into China. For example, last week Estée Lauder announced plans to launch a new “East-meets-West” beauty line called Osiao (pronounced O-Shao).

China is in the midst of one of history’s most dramatic consumer revolutions. It has awoken from decades of global isolation and rigid restrictions on personal expression and freedom to become the world’s fastest growing economy. This great transformation is driven by enthusiasm, purpose and ingenuity.

“Made in China” is one of the most recognizable labels in the world; but to stay competitive, there is great urgency for Chinese companies to shift from cost-effective manufacturers to true innovators. They must also recognize the importance of expanding into global markets.

It’s interesting that people are so wrapped up on what Apple is calling the new, third-generation iPad—“iPad,” with no number. Even though Steve Jobs is no longer around to launch Apple’s products with the ease, grace and simplicity he was known and loved for, each product is still a shining breakthrough. With the new iPad, it’s the dramatically improved display screen and data speed over cellular networks. So why all the fuss about the name—or lack thereof?

Clients sometimes ask us if there’s any difference in our approach when naming products versus services. There’s a preconception that the process must somehow be different. The truth is, from a creative standpoint, the principles remain the same.

Why is it that some edgy or salacious brand names seem to be okay, while others are not? Most names that start out edgy or have negative meaning happen intentionally, with the potential risks acknowledged and accepted. Others seem to happen merely by mistake. But either way, it doesn’t always seem to matter in the eye of the consumer.

It’s a myth that naming doesn’t matter for B2B technology companies. Marketers struggle to create product differentiation and engage customers at a more emotional level. Great names are one way to ignite people’s imaginations and signal that although you’re the same trusted partner, you’re bringing something new to the table.