Chinese companies need help with branding

Have you ever noticed that Amazon sells lots of cheap stuff with weird brand names?

These goods are shipped from China to you (sometimes direct) without any help from American marketing experts.

Look at the backpacks that were featured in the top eight results from a search on Amazon for “packable backpack”:

  • Zomake
  • Neekfox
  • Venture Pal
  • Hikpro

Only one of those brands would even get close to appealing to an American: Venture Pal. But even the word “pal” is not part of American English anymore. None of those outdoor equipment brands are as attractive to American consumers as:

  • North Face
  • Osprey
  • Herschel
  • Patagonia

Admittedly, several of those known brands have a lot of equity — years of making quality products. But they evoke the untamed destinations, rugged adventure, or at least a feeling of quality.

And the Chinese brands are often very good value for the money. They may even be made in the same factories as the big brands. But those companies are cutting themselves out of a lot of profit that could be realized if they had better branding.


My recommendation to companies that produce products like Hikpro (“hick-pro”) and Neekfox (what?!) — simply hire a group of American teenagers. They can come up with a better unique name within 20 minutes of brainstorming than five hours spent by a team of Chinese nationals sitting in a room in Shenzhen.

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