Unilever was formed by the merger of Margrine Unie margarine company in the Netherlands and Lever Brothers soap company in the UK. Citibank, formerly known as "new york City Bank", came to Shanghai, China in 1902 as the first American-funded bank and became the first bank to raise the American flag in China, hence its name. When Coca-Cola entered the China market on 1927, its translation was "Biting wax". Blackstone Group, a well-known American private equity firm, was translated into Blackstone Group by the industry and the media, but its official Chinese registered name was transliteration Blackstone, so serious financial media had to switch to Blackstone. Unexpectedly, on 20 10 10, the company announced that it would change its registered name from Blackstone to Blackstone. Carrefour means "crossroads", because its predecessor was located at the crossroads of a small town on the outskirts of Paris, and translating it into "Carrefour" adds a lot of points. Hummer literally translates as hummingbird or buzzer, and domestically translates as Hummer. Bird &；, a famous European intellectual property law firm; Bird's Chinese translation is called "Honghu Law Firm", which is elegant, but our colleagues call it "two birds".

Author: Raymond Wang

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Source: Zhihu.

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Chinese names of English brands can be said to be a professional field, and independent fees are required in consulting companies, similar to naming fees.

There are roughly several kinds: (the naming of the automobile industry is definitely the king of naming)

1, 1 Type: How can such a good name like Nima be used by foreigners? This can never be surpassed.

Mercedes-Benz, BMW, Lexus (slightly inferior to the first two), Carrefour and IKEA.

(1) Xindaya fully occupied;

(2) From the address point of view, the pronunciation of Chinese and English is similar, which greatly alleviates the address differences between Chinese and English;

(3) In meaning, it is obviously related to the automobile industry, and even occupies a certain basic attribute (Mercedes-Benz is to automobiles);

(4) BMW used allusions well known to Chinese people, which improved the overall quality;

Contrast: Changhe River ....

2. Type 2: Although I don't know what it means, it sounds foreign, high-end and advanced.

British finidi, Lexus, Costco, BASF, Adidas.

(1) finidi was originally called Infinity (similar to Honda's Acura, now called Acura), which is a standard free translation; The biggest problems of free translation are: the industry attribute is not obvious, and the difference between Chinese and English calls is too great, which affects the communication efficiency;

(2) After the unified Chinese-English conversation, although there is no clear meaning, the three elements of listening, recording and transmission have been achieved;

(3) We can pay attention to the specific words used after transliteration, which can produce positive association;

3. Type 3: This company is so awesome that I remember everything.

GM, Shell, Toyota, Nestle, Panasonic

(1) Many of these companies use free translation, and they are generally very powerful established enterprises in the industry (such as the top 500);

(2) This is a safe practice, behind which is confidence in brand influence (of course, it is also related to mass communication);

4. Type 4: What are Chinese and English? People all over the world can read numbers and English letters;

3M、IBM、SK、 1 10、 1 19

The most basic attribute of (1) name is calling, and the unreadable name fails;

(2) Most people can read numbers and English letters without ambiguity;

(3) The most basic value of a name is guaranteed: address and identification, and other attributes can be solved through communication;

Naming is a very interesting process, which needs to consider legal protection and other issues (you can observe the font logo)； selected by many international brands);

But the most basic attributes of a name must be kept: pleasant to hear, easy to remember and easy to spread.

Edited on 20 12-06-0 1