Luxusvillen in Shanghai

爱汝刻思 brand name registered in China


Successful registration of the conventional and Chinese versions of the air-lux brand name in various goods and service categories at the China Trademark Office (TMO).

Different countries, different scenarios: from a European perspective, the requirements for the Chinese version of the brand name ("爱汝刻思") were both unusual and interesting: it had to be easy to pronounce and remember, and it had to sound phonetically similar to "air-lux". The new name, pronounced "Ai-Ru-Ke-Si", meets these requirements.

A very positive connotation was essential for choosing the name – the semantic meaning was less important.

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