Baidu is a well-known searching engine in China and its brand name is connected with traditional Chinese culture. I support Hui Lai’s idea that brand name is an important factor to show the business’s position and attract consumers. Baidu came from a Chinese poem written by a well-known poet call Xin Qiji 800 years ago and means (searching) hundred times. So it is easy to connect Baidu with searching engine. A strong brand name or slogan can impress consumers and spread the popularity of business. For example, Nike’s slogan “ Just Do It” has been rooted in consumers’ hearts. The brand name like Baidu which is connected with traditional Chinese culture will be more popular in China. I think brand name is one of advantages Baidu has compared with other searching engines like Google in China.
I think brand name of Baidu also express its organizational culture which is to provide convenient methods of obtaining information and better searching technologies to the public. Baidu also spreads traditional Chinese culture at the same, so I think Baidu deserves the today’s success.