Splendour in China and other branding

October 24, 2011

MSCI, the index provider used by leading investors across the world, has decided it needs a name change in Greater China. In a news release this morning the firm (which is no longer owned by Morgan Stanley, the MS in its title) said its Chinese business would henceforth be branded as  MSCI 明晟.

When I tweeted this @reutersJeremyG, one wag suggested  this meant “MSCI small-ladder-bigger-ladder-books-on-a-picnic-table”, which is what it indeed looks like to an untrained eye (like mine).  But it is actually Ming Sheng, which  apparently is supposed to symbolise “brightness and transparency, prosperity and splendour”.

That might sound a little flowery for an index provider, but is arguably apt given the role such indices have in opening up markets to investment.

The key point, however, is that MSCI decided it needed a Chinese business name. Henry Fernandez, MSCI’s chairman and chief executive officer, said that as his business had grown in China, so it had become increasingly important to have local branding.

So we have MSCI Bright Splendour, or something like that.  Parlour game time: What would other companies be?

Post Your Comment

We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/
  • About Jeremy

    "Chief Desk Editor, Economics & Markets, based in London. Previously European Investment Correspondent, Bureau Chief for Greece and Cyprus in Athens and Senior Correspondent for the European Union in Brussels. Began career covering U.S. politics in Washington D.C."
    Joined Reuters:
    1990
    Languages:
    English, French, some Greek
    Awards:
    State Street Investment Correspondent of the Year, 2007
    Part of Emmy-nominated team for
  • More from Jeremy

  • Contact Jeremy

  • Follow Jeremy