First of all, we must make it clear that the company name must comply with the relevant laws and regulations of corporate names, and understand the key points of giving a company an English name. Article 7 of the "Regulations on the Registration and Management of Enterprise Names" stipulates that an enterprise name shall consist of administrative division, trade name (or trade name), industry or business characteristics, and organizational form. For example, Jincheng Electrical Appliance Factory in Wenzhou (city), Zhejiang (province), where: "Zhejiang Wenzhou" is the administrative division, "Jincheng" is the brand name, "electrical appliances" is the industry category, and "factory" is the organizational form of the enterprise. The corresponding English literal translation is: Zhejiang Wenzhou Jincheng Electric Appliances Factory.

According to the above literal translation model (this is currently a commonly used model in China, but it is not suitable for external communication, see below for specific analysis), the administrative divisions use Chinese pinyin, and the order is from largest to smallest, rather than by The address translation methods are arranged from small to large. Note: If the division name appears in the administrative division: such as Wenzhou City, Zhejiang Province, the province and city in it should not be translated, just use Zhejiang Wenzhou.

In the above example, the corporate name is replaced by Chinese pinyin, and the word "factory" is translated as Factory. These usages are worthy of study.

1. The English translation of the company name is the most critical in naming the company

The company name is the main carrier of goodwill among the company's intangible assets and is an important factor in the company's CIS planning and brand strategy. A very important link that should be paid enough attention to. A successful corporate name should help consumers and the public quickly identify the company. The number of words should be short but not long, so that consumers can easily remember it; it should be able to please the target consumers, and it should not only be easy to be accepted by the target consumer groups in terms of content, but also easy to read. It also needs to be catchy. This is very similar to the requirements for trademarks. In fact, the trademarks and corporate names of many well-known companies in the world are the same. Such as IBM, Microsoft, Coca Cola, etc.

When currently translating corporate names into English in our country, we generally simply use Chinese pinyin. There are several advantages to using Chinese pinyin instead of English translation: first, it is simple and easy to implement, so it is easy to become popular; second, Chinese pinyin is more conducive to ensuring the uniqueness of the company's proper name than English translation;

Blind translation into Meaningful English words may conflict with taboos in the country where a certain consumer group is located, causing adverse consequences. However, using Chinese pinyin that is meaningless to foreigners can effectively avoid this phenomenon. However, the disadvantages are also obvious. It is difficult for a pure combination of Chinese pinyin to please foreign consumers; the form of combined pinyin is clumsy and often too lengthy, violating the rule that corporate names should be short and easy to remember; an excellent A corporate name should be able to create some positive association among consumers, which is even more difficult to achieve in Chinese Pinyin.

So, under normal circumstances, corporate names can use Chinese pinyin, and we also have many successful examples, such as Haier Group (Haier), but if you really want to have a first-class brand name, it will help to open up the international market. In most cases, a company name requires a lot of hard work to choose an international name that is loud and "showy". Of course, starting a font size has gone beyond the scope of ordinary translation. The company name that has been processed by "starting a font size" can have a one-to-one correspondence between Chinese and English characters, or it can have nothing to do with it.

Look at some examples of famous companies:

Honda's English name HONDA is the transliteration of the Japanese "Honda";

Toshiba's English name TOSHIBA It is the transliteration of the Japanese "Toshiba";

The English name Haier of Haier Company is the transliteration of the Chinese "Haier"

The English name of Yayier Shirt Company, Youngor, is young person (young person) Variant of China Unicom

Unicom, the English name of China Unicom, is a combination of the English translation of "United Communications";

Microsoft, the English name of Microsoft, is "microcomputer software" Micro- A combination of computer software.

The English name Kelon of Kelon Electric Company is a variant of the Chinese pinyin Kelong.

The English name Chint of Chint Electric is a newly coined word that imitates the pronunciation of the Chinese pinyin Zhengtai.

Through the above examples, we can learn several lessons about English font sizes:

All font sizes, whether pure English, raw English or Chinese Pinyin, must be concise and easy to use. remember. Haier's Pinyin Haier is a good example.

It should be modified as much as possible to be suitable for English audiences to read, so as to help it be accepted by consumers around the world; for example, Konka color TV does not mechanically copy the Chinese pinyin Kangjia, but changes it to one with similar pronunciation and more English characteristics. Konka.

Try to sound similar to the Chinese pinyin, or have some connection with the original Chinese language in terms of word meaning, so that domestic people can easily associate it with the Chinese symbol. For example, the English name Legend (English meaning: legend) chosen by Lenovo is completely a recreated English word and has nothing to do with "Lenovo". It always makes people feel out of place. You need to know that today's China, or by extension the entire Chinese world , the group of bilingual people who understand both English and Chinese is growing day by day, and companies should also take into account the feelings of these people when naming.

You should avoid naming a word with a definite English meaning, but you should pursue a certain positive association. This is a high-level requirement for naming. The author once created a brand name for a company called "Si Jing". Based on the Chinese pinyin of Sijing, I coined the word Silking (combining Silk and King), which has a close pronunciation and contains positive connotations related to the original word.