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The Game of Naming Luxury Brands in China

Brands are often faced with the challenge of choosing an official Chinese name. But why is it necessary to have one in the first place?

The Game of Naming Luxury Brands in China
Chanel's Chinese official name 香奈儿(Xiang Nai Er) is an example cited by many industry experts of what luxury brands should do when it comes to deciding on a Chinese name.

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