China Red Black Hawk

China Red Black Hawk looks like the sort of branded product name that borrows force from colour words and an animal image, which usually means packaging is doing a lot of the selling. By our assessment, the appeal is immediate recognition: it sounds bold, memorable, and meant for a market that likes hard-edged naming. The problem is that the name alone gives away almost nothing about the actual product category, so it is hard to read as anything but a label waiting for context. In practice that makes it all signal and little substance unless the surrounding description is clear. It belongs to the crowded world of general consumer products with aggressive names, where the real job is to be identified quickly on a shelf.