This paper examines the process and criterions in Chinese brand naming decision-making. The discussion is based on a comparative case study of Taiwanese famous brands. The findings classify process of brand naming into 4 types: individual decision-making, group decision-making, external roles involving and hybrid decision-making. This study also finds Chinese traditional cultural beliefs will have some impacts on brand naming decision-making. Additionally, Chinese brand name tends to develop international branding strategies in the future. Finally, this paper may provide some directions for further research in branding strategies.