NombrANDThe new name keeps a very strong phonetic bond with the original name, which makes the recognition and identification with the Spanish brand easier and, besides, evokes values and attributes related to the brand’s spirit. The first character 西 [Xi] symbolizes the western world, and thus transmits its condition of foreign and imported, therefore communicating a strong feeling of quality, reliability and value. Besides, this is the first character of the Chinese name in Spain (西班牙 [Xībānyá]). On the other hand, the other two signs 雅特 [yâ and tè] Ya and Tè evoke the feeling of elegance and special personality, clearly associating it to a brand driven by design and with a high value in lifestyle and own personality, which stands out and suggests a unique way of enjoying driving to people with a young, sporty and stylish spirit.
As a name, 西雅特 [Xi yǎ tè] stands out among Chinese consumers due to its singularity, youth and differentiation, very relevant values for them, who wish to feel unique and different in the crowd and which also fit perfectly the values of the brand SEAT.
Native Chinese creative experts in naming participated in the creation, and both the phonetic constructions and the relevant proximate meanings were analyzed. The 6 most important Chinese dialects were considered and the usual legal and cultural filters were passed, apart from the usage in the Internet. Finally, the finalists were tested quantitatively with this resulting winner.
