RITTER SPORT

Brand naming strategy in China.

Recent market research shows that the current Ritter Sport brand name used in China ( 瑞特斯波德 ) – a direct phonetic translation – is considered too long and has no meaning. Ritter Sport called for ADK Insights’ help to test several new concept names for the Chinese market.

ADK Insights surveyed Chinese chocolate fans as well as regular buyers to check which of the three concept names would be the most effective and impactful in the market.

We found that clearly, Chinese consumers preferred a name that gives a strong “imported” feeling and highly similar (sound-wise) to the original brand name.