THE MARVELOUS POWER OF COMICS
Acquired by Walt Disney in 2009, Marvel Entertainment and its subsidiaries constitute one of the world’s most prominent character-based entertainment companies, with a proprietary library of over 8,000 characters, including Spider Man, Iron Man, The Incredible Hulk, X-Men and more.
CALL FOR HERO
The MARVEL brand symbolizes bravery, adventure, and power. Our goal was to identify an appropriate brand name that could express these core attributes in the Chinese market and establish strong brand recognition for MARVEL.
UNLOCK THE SUPER POWER
We successfully created the Chinese name 漫威 [màn wēi] for MARVEL, where the character 漫 is used in 漫画 [màn huà], meaning comics (also caricature, cartoon) in Chinese and 威 meaning power, strength, might and prestige. Together, the two characters not only are phonetically similar to the English name MARVEL, but also indicate the nature of the brand and convey a sense of bravery and power. The naming process was assisted by linguistic checks in six main Chinese dialects as well as insights from focus groups.
Like the heroes contained in its pages, comics have a marvelous power, which is the story told in this name.