Translation of Brand NameMany well-know international brands originated from an ordinary name, but if we translated them into Chinese, we should consider the uniqueness& attractiveness. If compared marketing into a campaign, and a successful brand name will be a never falling flag. International brands are sold all over the worldwide, and have to step over a variety of cultural barriers, such as language differences, differences in consumption habits and religious differences. Therefore, translating international brands into Chinese should be in clever thinking. As the culture of Western countries is quite similar, therefore the brand of one country is more easily accepted by other western countries. Chinese and Western culture differed greatly, if foreign brands desire breaking into Chinese market, they should carefully consider the importance of naming. The complexity of commodity economy and western brands’ translation exceeded the conception of linguistic and ascended to the cultural psychology and marketing re-positioning. For instance, fast food giant “McDonald’s”, the English brand name is come from the master of the shop. Western peoples are accustomed to name their brands with their surname, such as “Edison”, “Walt Disney”, “Ford” Co, Ltd. But Chinese people commonly like to name our shop by using some happy, prosperous, lucky and fresh words, such as “Parkson”, “Sheraton”, “Gome”. McDonald is a small potato compared with Edison, whom is a great scientist in the world and inferior to Disney, which is the representative of “Cartoon World”. If simply translated “McDonald’s” into “麦克唐纳的店”, it sounds so ordinary and no one could remember the brand forever. But translated into “麦当劳”means a great success for the reason:
- Generally retained the original pronunciation;
- Reflect the nature of food store;
- Implicate the education value “laboring before eating wheat”;
- The translation style integrated “Chinese” and “Western” taste, sound pretty good.
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