Trademarks and brands represent the image of a company and are its intangible assets and huge wealth. A good trademark and brand translation can leave a good impression on consumers and add attractive charm to product promotions. In a huge business, the translation methods of various English trademarks and brands are also very different. For foreign businesses entering China, choosing a down-to-earth Chinese name is also an essential step for them. Let’s take a look at what the editor has compiled below.

1. Transliteration method Transliteration method is to choose a similar Chinese word according to the English pronunciation through the Chinese pronunciation that is similar to it. Such trademarks generally include sony, Crest, Nokia, Sharp, Rolls-Royce, and Nike. etc. There are two types of transliteration, one is literal translation. Many of these trademarks directly use the name or abbreviation of the founder to define the brand, such as the very famous Rolls-Royce, whose founder Frederick Henry Royce and Charles Stewart Rolls, the brand named after them. From their persistence and yearning for the automobile industry, simple manufacturing process and extremely low noise when driving, these two advantages have quickly become Rolls-Royce classics, and classics are also It has continued to this day. Nowadays, when you hear Rolls-Royce, you can think of luxury, luxury and other synonyms. It is similar to Ford Motorola Siemens. The biggest feature of this method is that it retains the phonological beauty and calling function of the original trademark and inherits the founder's definition of the brand.

The other is a homophonic pun. This method is attributed to the transliteration method. This kind of translation is based on the pronunciation of the brand, but when it is translated into Chinese, some Chinese characteristics are added, such as Crest , Colgate, two brands that are fighting to the death in the toothpaste industry, both use similar translation methods. First of all, Crest and Colgate are the names of the two founders. Both the translations of Crest and Colgate use the word Jie. It highlights the purpose of the product. The purpose of toothpaste is to clean teeth. Gaojia represents excellence, and the meaning is simple and clear, cleaner and cleaner. For example, Coca-Cola's early translation in China was Tatad Wax, but due to poor sales, it was later renamed Coca-Cola. Since then, the brand that combines the two words Coca-Cola and Coca-Cola has become more popular among the younger generation, both in writing and verbally. , are easy to recite. The second example is Lexus. Lexus is the English translation, and Lexus is the name brought from Hong Kong, but they are the same brand. Lexus is a very good name, well-known, homophonic pun, Lingyun ambition, and Luxurious and elegant style, switching to Lexus is also to unify the global name. More related to cars are Mercedes-Benz and Mercedes-Benz; galloping means galloping, BMW. In ancient times, Chinese people regarded horses as the earliest means of transportation. Tools, before there were words like bloody BMW, this is where the meaning of BMW comes from. Bing, Bing, respond to requests, as a search webpage, 2 modified in order to be more in line with the cultural differences of Chinese consumer groups, sometimes the original trademark name needs to be modified. This modification is sometimes only a part of the trademark name, sometimes it is the entire trademark Name is modified. For example, Carrefour means crossroads, and because its predecessor was located at the crossroads of a small town outside Paris, it translates to Carrefour which adds a lot of points. Schwarzkopf, translated as Schwarzkopf, although the three words have no specific connection, they always give people a sense of high-end and beauty. The English meaning of the drink Sprite means ghosts, elves, and naughty ghosts. Westerners think this name is very funny, which can make consumers want to buy. However, Chinese people are not too cold about ghosts and elves, so they changed it to Sprite. As a soda drink, it is as cool as snow in the summer and is more popular. In line with the preferences of Chinese consumers.

The same is true for Land Rover. The English meaning of rover is wanderer or wanderer. The brand name LandRover embodies the Westerners' philosophy of pursuing freedom and carefree life. However, if it is literally translated into Chinese as "road rover" or "road wanderer" Han does not reflect the characteristics of this off-road vehicle, nor does it suit the aesthetic taste of the Chinese people. Changing it to Land Rover not only reflects the product characteristics, but also adds a touch of domineering to the vehicle. Hummer is literally translated as hummingbird or buzzer, and is translated as Hummer in China. Dove is both a brand of daily necessities and a trademark of chocolate. In English, it means dove. Although there is nothing wrong with this translation, it has nothing to do with the product. As a brand of daily necessities, it is translated as Dove, which means moisturizing and fragrant; as a trademark of chocolate, it is translated into Dove to match the advertising slogan. The milk is fragrant and silky; silky and rich, with a pure aftertaste, you can feel it before you even take it in your mouth. To the rich milky aroma. Both of these translations are more vivid and connotative than pigeon. Pampers is a diaper brand. The original trademark means pampering, which means caring for the baby meticulously. The Chinese translation of Pampers means being better for the baby and making the baby more comfortable. This is the embodiment of the meaning of the original trademark.

3. Direct quotation Direct quotation means directly copying the original trademark without any changes. This method is often used to translate trademark names that are composed of letters. For example: SKII, JVC, IBM, LG, 3M. This kind of translation better expresses the integrity and practicality of the brand. The most basic attribute of the name is the call. An unpronounceable name is a failure; most people It can read numbers and English letters without ambiguity; it ensures the most basic value of the name: calling and identification, and other attributes can be solved through communication.

The translation of advertising can be based on literature. Through some advertising strategies and translation methods, we can create the first visual image of the brand. Whether it is foreign manufacturers entering the Chinese market or domestic manufacturers entering foreign markets, transliteration, as the most commonly used rhetorical device, can make advertisements eye-catching and easy to remember. Re-translating Nengou can make the brand more in line with local characteristics, and direct quotation is a clear expression. Therefore, manufacturers should make reasonable and appropriate choices when choosing brand translation.