Some important takeaways from the article are as follows:
- It is rare for western companies to enter China without creating a Chinese name for the company.
- Coming up with a Chinese name can be difficult. A direct transliteration is not always possible. Sounds in the company's English name may be similar to Chinese words that have a negative meaning.
- For example, if Tesla's name is broken down into syllables familiar to Chinese speakers, one way of saying the 'S' part of the name could sound like the Chinese word for death.
- Business people in China have been known to register a local trademark for the name of western brands. This can create legal issues when the western company seeks to enter the Chinese market.
- For example, Apple paid $60 million to a Chinese company in 2012 for the right to use the iPad name.