On Translation of Foreign Brand Names
Abstract: This paper, in the first part, introduces briefly the general knowledge of commodity brand names and its impact on products. As stated in the title, this paper then mainly deals with the translation of foreign brand names in the second part. In the final part, on the basis of the analysis, this paper naturally draws a conclusion concerning the cross-cultural differences in the translation of foreign brand names.
Keywords: brand, translation, cross-culture
I. Introduction -- Brand Name and Its Translation
Brand names are just like people’s names, serving as the symbol of the commodity. “Branding makes a product distinctive in the marketplace, just as your name makes you unique in the society in which you live.” (Wells, Burnett and Moriarty 89)
For one specific product, its brand name is of great importance. When various kinds of commodities go global, their names travel with them as well. As the trade of commodities expands, brand names of certain products have become very famous and some successful ones gradually get recognized by the whole world. For China, nowadays, development of its economy in recent years further stimulated the trade between China and other countries, which brings the growth of imported foreign commodities. Foreign brand names, no matter how much fame they enjoy globally, will be difficult for Chinese consumers to accept if they don’t have impressive translations into Chinese. As stated by an American scholar, “…a good translation of a brand name can bring millions of dollars’ difference in the product’s sells record.” (qtd. in Bao Huinan, 273) It cannot be denied that sells records and profits are important for the manufacturer. However, a more important significance for a good brand name translation lies in the fact that the name of the product is conducive to the promoting of the product, the enhancing of its fame and competitiveness as well as the cracking down of the counterfeits.
Summing up, it is obvious that translation of foreign brand names worth further studying for it is not only the original brand name that matters but also its translation.
II. Translation of Foreign Brand Names -- Problem and Solution
This part of the paper will first explore the reason why we need to pay attention to the translation of brand names. Then, discussion on preconditions and methods to deal with the translation, combined with specific and representative examples will be followed.
A. The Need for the Translation of Foreign Brand Name
Attention must be paid to the translation of foreign brand names for the following two reasons:
1. Translation of a brand is as important as its original name.
On one hand, the original brand name is part of the value of the product itself. A strong brand name wins the reputation for the product, keeping the product alive. On the other hand, the translation of the brand name is also crucial to the survival of the commodity in a foreign market. Suppose one product became well-known in its domestic market with its original brand, which rooted deep in the local costumers’ mind. However, when this product goes to a foreign market, the original brand becomes so unfamiliar that few or even no people recognize it. To regain the popularity it ever had, this product, without doubts, needs to have a good translation of its brand.