You can’t make progress without a Chinese name in the Chinese market. A good brand name will help you establish yourself as well as communicate your company and values. The name should be distinctive, memorable and relevant to either the brand image, product category or customer benefits. Or indeed, all of the above. It has to be special, not so foreign that it’s meaningless to your Chinese customers, and not too Chinese (so your brand doesn’t lose its identity). A big plus is that a registered Chinese name provides protection from copycats.