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Connie Liu

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Aibiying and How Brands Reinvent Themselves for China

Posted by Connie Liu on Wed, Apr 05, 2017 @ 07:31 PM

Airbnb just became more Chinese: it renamed itself to Aibiying and joined a long list of companies that have made a similar move in the past. Companies do this to try and become more authentically Chinese—and thereby win customers’ wallets. 

It also becomes necessary because of the Chinese language, in which each character is a word. The characters used to spell a company’s name in Chinese may actually form words that are very far from the meaning conveyed by the original name.

But not every company has renamed itself similarly. What are the important renaming practices for China? Which one makes sense for your company to use? 

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Topics: Global Marketing

Chinese History in Translation: From Voice to the Printed Word

Posted by Connie Liu on Fri, Oct 25, 2013 @ 05:15 PM

The smallest acts can unearth the greatest stories of humankind. Take, for example, this tale from March 1974, when a group of Chinese farmers, who were simply digging a water well, unearthed the first clay fragments of what has been since estimated to be 8,000 soldiers, 130 chariots, 520 horses, and 150 cavalry horses.

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Topics: Localization Insider

The Fine Chinese Art of Global Brand Translation

Posted by Connie Liu on Tue, Oct 22, 2013 @ 04:20 PM

In one sense, perhaps the most important sense, a brand is a promise. Think of some top brands and you immediately know what they promise: McDonald’s, Coca Cola, Budweiser, Ford, Apple, MetLife.

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Topics: Localization Insider