Expert Chinese Naming and Branding Consulting

Good Characters. That’s who we are. That’s what we do. And that’s how you win.

Your trademarks are valuable intellectual property, and the Chinese-language versions are just as important when expanding into Greater China. But did you know that any American name can be transliterated into hundreds, even thousands, of different Chinese versions because of homophones? How do you know which one is right for you? How do you decide? That’s where we come in.

Many American companies end up with mediocre transliterations because those names are easy to trademark—but only because few Chinese speakers would naturally choose them. A strategic, well-crafted Chinese name, however, enhances brand value, credibility, and long-term success. That’s what we do at Good Characters—we help businesses develop meaningful, on-brand Chinese names through a rigorous, proven process to find the best fit.

And here’s something else you might not know: There isn’t just one Chinese trademark system. There are four separate jurisdictions—China, Hong Kong, Macau, and Taiwan—and sometimes, you also need to consider Singapore, Malaysia, and Vietnam, where consumers often refer to companies by their Chinese names, even if they know the Romanized brand name. Finding a single great Chinese name that works legally and culturally across all these regions is no small feat—but that’s our expertise.

Our Services:

• Chinese Brand Naming & Strategy – We create memorable, strategic Chinese names that align with your brand identity and business goals.
• VIP Naming Experience – A premium, one-day retreat in Yosemite National Park, where we combine an unforgettable experience with deep strategic naming discussions.
• Corporate & Executive Name Consulting – Custom name solutions for businesses, professionals, and high-profile individuals looking for a powerful, culturally resonant Chinese name.

At Good Characters, we don’t just translate names—we create strategic identities that connect with Chinese consumers and give your brand a competitive edge.

Contact us to receive free information about the 5 Levels of Chinese Names and learn how to make your Chinese brand name an asset, not an afterthought.