Three Dimensions of Translating the Pepsi Brand Name to Chinese

Pepsi in China: Following the Leader while Forging Its Own Path

When Pepsi entered the Chinese market in 1981, it faced a unique challenge of translating the brand name into Chinese: how to create a distinctive identity while operating in the shadow of Coca-Cola's already successful Chinese naming strategy. The solution, 百事可乐 (Bai-Shi-Ke-Le), represents an intriguing case study in balancing differentiation and category conformity.

Translating the Pepsi brand name to Chinese: 百事可乐 (Bai-Shi-Ke-Le)

The Category Constraint

Coca-Cola's earlier success had established 可乐 (Ke-Le) as the default Chinese term for cola beverages. This created both an opportunity and a constraint for Pepsi. Using these characters would immediately identify Pepsi as a cola product, but it also meant surrendering part of its name to category convention rather than brand differentiation.

The Creative Solution

Pepsi's distinctive contribution comes in its first two characters: 百事 (Bai-Shi). Let's examine how this solution works across our three dimensions:

The Phonetic Dimension

• 百 (Bai): Approximates the 'P' sound in "Pepsi"

• 事 (Shi): Echoes the 'si' sound

• 可乐 (Ke-Le): Maintains category recognition

The overall sound "Bai-Shi-Ke-Le" creates a rhythmic flow that's both memorable and distinctly Chinese.

The Semantic Dimension

The name works on a denotative level:

• 百事 literally means "hundred matters" or "all things"

• It can be interpreted as "everything" or "handle all matters"

• 可乐 refers to the product category while literally meaning "can be happy"

• The full name creates a concrete meaning suggesting versatility and enjoyment

This semantic layer provides clear descriptive attributes that focus on the product's versatility and the happiness it delivers, directly communicating functional benefits to consumers.

The Brand Essence Dimension

While Coca-Cola's essence centers on happiness and refreshment, Pepsi has historically positioned itself as the choice of a new generation – youthful, bold, and forward-thinking. The Chinese name 百事可乐 captures this distinct brand essence in several important ways:

• The character 百 (hundred) conveys abundance and completeness, reflecting Pepsi's more expansive, anything-is-possible brand personality

• The combination 百事 suggests capability and versatility, aligning with Pepsi's more dynamic, action-oriented identity

• The name implies "handling everything with happiness," which connects to Pepsi's positioning as the beverage for active, engaged individuals

• It maintains a confident, optimistic outlook while suggesting more versatility than its competitor

• It preserves Pepsi's brand essence as the more adventurous, contemporary choice

Unlike Coca-Cola's name, which emphasizes sensory pleasure and happiness, Pepsi's Chinese name leans into the brand's core identity of versatility, capability, and universal relevance – "the cola for everything" rather than just "the delicious cola." This subtle distinction preserves the essential differentiation between the two cola giants that exists in their global branding.

Strategic Implications

Pepsi's naming strategy reveals several key insights about brand translation:

1. Category Recognition

• The decision to adopt the established 可乐 shows the importance of category recognition in certain contexts

• Demonstrates how category terms can become standardized in Chinese branding

2. Competitive Positioning

• While accepting category conventions, Pepsi created distinction through its unique prefix

• Shows how to balance differentiation with category norms

3. Market Evolution

• Illustrates how later market entrants must work within frameworks established by pioneers

• Demonstrates successful adaptation to existing market conditions

The Legacy

Pepsi's Chinese name demonstrates a sophisticated understanding of market dynamics. Rather than trying to reinvent the category terminology, it accepted established conventions while carving out its own identity. This approach has proven successful, as 百事可乐 has become a well-established and respected name in the Chinese market.

The case offers valuable lessons about:

• Working within established category conventions

• Creating distinction while maintaining category recognition

• Balancing multiple strategic imperatives in name selection

For brands following Pepsi into the Chinese market, this case demonstrates how to succeed even when operating within constraints established by earlier market entrants.