![]() So we do branding, and we have a story of 15 years now in China. But also in Latin, it means ‘working’ like ‘labour’, you know. So ‘lab’ is technology, an inventive word. VD: LABBRAND, if you read it slowly, it's ‘lab’ ‘brand’. ![]() OF: I’m here with Vladimir Djurovic, you are the CEO and Founder of LABBRAND. And also it was Vladimir's birthday on the 25th, which was last Thursday, so happy birthday Vladimir. Quickly before we start, in our conversation about the Chinese version of the brand 'Marvel', we forgot to mention that the 漫 in 漫威 means 'comics', which you might otherwise know from the Japanese reading, because it's the same 'Man' as in the Japanese word ‘マンガ ’. If you are one of these people, the best accompaniment to today's show would my interview with the literary translator Gigi Chang from Season 1 Episode 24. It goes without saying that this episode will be of particular interest to all the language nerds out there. My guest today, Vladimir Djurovic, is an expert in this field, since one of his specialisations is in creating Chinese names for Western brands. ![]() And the first thing to get right with brand identity is getting your name right in the first place. Well, it's exactly the same story with brands. You need to figure out how to fit into a new culture, while remaining true to your authentic self. When you live overseas, in some ways you take a leap into a new identity. OF: Welcome to Mosaic of China, a podcast about people who are making their mark in China. You can also listen to a catch-up with Vladimir at the end of the interview with Bertrand CRISTAU from Season 03 Episode 19. The episode includes a catch-up interview with Stephane DE MONTGROS from Season 01 Episode 19. If you want to know why the Chinese for Marvel is 漫威, and LinkedIn is 领英, tune in to hear from the man who helped name them! And it's a fascinating process that requires a basket of skills including linguistics, branding, trademarks, consulting, and semiotics. Vladimir Djurovic is an expert in this field, since he and his team at LABBRAND create Chinese names for Western brands. And when introducing your brand overseas, it's important to get the name right. Well, it's exactly the same story when your brand goes overseas. ![]() Episode 13: The Brand Interpreter Vladimir DJUROVIC - CEO, LABBRAND Original Date of Release. ![]()
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