Résumé/CV/Info Deck 2025

Résumé/CV/Info Deck (PDF)

Listen to the Deep Dive:

This presentation highlights Good Characters’ expertise in crafting high-stakes, legally compliant Chinese names.

Do you need a Chinese transliteration for your company or brand name? Is your preferred Chinese name already taken or unavailable?

Ask your agency about Good Characters or contact us directly to schedule an initial consultation.

Good Characters is a pioneer in professional Chinese naming and strategy, with 23 years of experience.

We have been creating names and refining the naming process right here in this “beautiful country” (the Chinese name for America).

Good Characters. That’s who we are; that’s what we do.

We are grateful to the agencies that trust us to work with their clients, including Intel, Cisco, eBay, and many of the world’s most recognizable and respected brands.

For confidentiality reasons, we stopped naming our clients a few years into our business.

We’ve created Chinese names for global leaders in technology, finance, energy, medical technology, consumer goods, and startups—working either directly with clients or through agency referrals.

Good Characters has been recognized in:

The New York Times
Los Angeles Times
Sacramento Bee
Fresno Bee
The Business Journal
Fox News
Radio: KQED, Public Broadcasting for Northern California
Books: The Making of a Name: The Inside Story of the Brands We Buy, The Name Game

We don’t do branding and marketing with naming as a side offering.

We focus on one thing: naming—specifically, Chinese naming.

When you absolutely need the best, you want to hire a dedicated specialist.

Our approach is straightforward: We create an extensive list of name candidates (long list) and carefully rank them using your branding brief and our cultural and linguistic expertise. This process narrows it down to a Top 20 (short list).

The main deliverables include two reports. The first is a comprehensive, 100-plus-page naming report that provides full transparency into the entire process, detailing our methods step by step. It also includes a complete list of all characters and names considered.

The second deliverable is a 20–40-page executive summary slide deck. It highlights the top 20 names with detailed explanations of their meanings and the rationale behind each choice.

In addition to the reports, we work with your team here in America and Greater China through emails and virtual meetings. We gather feedback, discuss revisions, rank and prioritize names, and address further developments until your team reaches a consensus and submits the shortlist for trademark registration.

Note: Here, we use “Greater China” as a general term. The region includes four main trademark jurisdictions that use Chinese character-based names: Mainland China, Taiwan, Hong Kong, and Macao. A client’s “team in Greater China” often includes employees from America, Mainland China, Taiwan, Hong Kong, and Singapore.

With Good Characters, we handle the hard work of the naming process, so you can focus on what matters most—making the final evaluation and decision.

In addition to Chinese naming, we provide verbal identity services to ensure consistent and impactful brand communication.

In addition to Chinese naming, we provide verbal identity services to support your team’s efforts in building a strong brand.

Tagline: We help you create Chinese taglines that resonate and align perfectly with your message.

Brand Language: A distinct voice is about more than what you say—it’s how you say it.  

We help you develop a vocabulary and set of terms that your translators, copywriters, and AI can use to maintain consistency across all your Chinese communications. If your company has created a brand language in English, it’s just as important to do the same in Chinese.

Brand Language: A distinct voice is about more than what you say— it’s how you say it. We help you develop a vocabulary and set of terms that your translators, copywriters, and AI can use to ensure consistency in all your Chinese communications. If your company has a brand language in English, it’s just as important to create one in Chinese.

IPR Strategies: Good Characters understands the market and psychology of Greater China.  

When you partner with us, you create a Chinese brand that truly works.  

We recognize the importance of timing, positioning, and getting it right the first time.

Business success in China starts with an outstanding Chinese name.  

Good Characters creates exceptional Chinese names for global brands.

Let’s Create Your Perfect Chinese Name

Partner with Good Characters to build a strong American brand that resonates and thrives in Greater China as well.

Ask your agency about Good Characters,
or contact us directly to schedule an initial consultation.

5 Levels of Chinese Naming: Phonetics, Meaning, and Brand Identity

Choosing the right Chinese name for your brand is a critical step toward establishing a strong presence in Greater China. This framework outlines five simplified levels of Chinese naming, each designed to provide a strategic approach for brand success.

Level 1 - Basic Transliteration: At this foundational level, your brand name is phonetically adapted into Chinese. The chosen characters maintain good or neutral meanings, avoiding any negative associations. This ensures the name sounds familiar while remaining culturally appropriate.

Level 2 - Meaningful Alignment: Beyond phonetics, this level focuses on selecting characters with meanings that align with your brand’s values, identity, and aspirations. A name at this level resonates on a deeper level, reflecting how you want your brand to be perceived.

Level 3 - Intellectual Property Compliance: Here, the focus shifts to securing intellectual property rights. The name must not only align with your brand identity but also meet legal standards for trademark protection. This ensures your Chinese name is unique and protected from infringement.

Level 4 - Cross-Jurisdiction Protection: For brands with global ambitions, this level ensures your Chinese name is available for trademark registration across major Chinese-speaking jurisdictions, including Mainland China, Taiwan, Hong Kong, Macau, and potentially Singapore. A unified name strengthens brand consistency and legal protection.

Level 5 - Competitive Differentiation: The pinnacle of Chinese naming involves crafting a name that not only meets all the previous criteria but also distinguishes your brand from competitors. A Level 5 name is strategically chosen to capture attention, drive preference, and position your brand as a leader in its market.

If You Don’t Have Good Characters, You Don’t Have Good Characters.