The Repsol Brand in China
Rui Shuo Neng Yuan,
Repsol in Chinese
Adapting the Repsol
brand to the Chinese
Asia's role as a key
Rui Shuo Neng Yuan, our Chinese name, means:
Intelligent energy company, capable of anticipating the future with a positive spirit
and Identity manager
"Intelligent energy company, capable of anticipating the future with a positive spirit". This is the translation of Rui Shuo Neng Yuan, the Chinese adaptation of the Repsol brand. Defining it has represented a journey full of challenges which have served to reinforce our presence in China and in Southeast Asia.
The need to adapt the brand to these markets is a result of our Lubricants company's expansion into over 90 countries and the various agreements signed by the Chemicals business with Chinese companies.
Pilar Núñez, Corporate Brand and Identity manager, feels that the hardest part was keeping a balance between the essence of our values and showing respect for a completely different culture: "We are a very powerful brand worldwide and internationally recognized thanks to our MotoGP sponsorship, but we had to start from scratch in China. It is a unique opportunity to grow in a market in which many companies have had to reinvent themselves."
We had to start from the very beginning and research cultural diversity in China, as well as visual codes. The language was an additional challenge. "Mandarin Chinese has no letters, just characters. Also, there are some concepts which are acceptable in China but not in the West, and vice-versa," Pilar Núñez explains.
As well as choosing the name "Rui Shuo Neng Yuan", we had to express the brand identity with a logo and corporate colors. Thanks to our sponsorship of MotoGP, the logo's letters are well known in Asian markets. Due to this, the Company decided to keep them, but added the Chinese characters underneath in navy blue.
Why didn't we choose Repsol's signature white background? The answer lies, once again, in the disparities with Chinese culture: "In China, white symbolizes death and mourning, so we decided to substitute the white for our corporate navy blue," comments Pilar Núñez.