It retains the transliteration of English, which is even more meaningful than English and easy to recite. So it became a classic, and Coca-Cola swept the country. In fact, many trademarks are not translated at once. We chose the three most "cultured"
"culture" trademark
China has had the saying that "BMW cars smell sweet" since ancient times, and Xin Qiji's "Jade Case Garden Xi" has the poem "BMW carves cars all over the road". Phoenix flute moves, jade pot turns, fish dragon dances all night. "The name" BMW ". It is a masterpiece of trademark abbreviation translation.
When we see the word "IKEA", we will naturally associate it with home. Regardless of how similar the pronunciation of "IKEA" and "IKEA" is, let's start with its poem-The Book of Songs Nan Zhou Yao Tao: "Peach flies away and burns its glory. The son of Yu Gui, should be his family. "
"The cloud needs clothes and flowers, and the spring breeze blows the threshold." Seeing this poem, a beautiful face of a girl comes to mind. Indeed, Revlon is an internationally renowned make-up brand.
The translation of brand names should not only be consistent in sound and meaning, but also have both form and spirit, making the finishing point, so that the name and the product can be integrated and influenced each other, which will breed great brand value. The seemingly ordinary brand name has such deep knowledge! So, let's look at several successful cases first!
Success stories: groups with sound and meaning.
Starbucks seems to be a more popular name than Starbucks. "Star" is a free translation and "Barker" is a transliteration. Compared with other coffees, white-collar workers seem to prefer Starbucks to show their style.
Mercedes-Benz, full name Mercedes-Benz. Mercedes-Benz not only transliterates Benz well, but also has a sense of the picture of a car running smoothly on the road, which perfectly interprets the meaning of low-key luxury.
The pronunciation of Hermes is also very consistent with the pronunciation of Hermes, echoing the carriage of its brand logo. The word "decoration" embodies the high-end temperament of its luxury brand.
Carrefour not only conforms to the pronunciation of "Carrefour", but also contains the hint that "the whole family is very happy to visit the supermarket", which is easy for consumers to understand and catchy at first glance.
In terms of meaning, the reverse translation of "LinkedIn" should be LeadingElite. "Leader" stands for "leader" and "English" stands for "elite". Both of these words embody the dream of young professionals in China trying to lead the workplace, which is very consistent with the concept advocated by Linkedin.
From the pronunciation point of view, "Bing" and "Bing" fit perfectly. From the meaning, people suddenly think of "responsive", which is in line with the product functional positioning of its search engine.
Pronuncially, "Shufujia" sounds like "guarantee". From the meaning, it conveys the expectation of "comfortable skin after use" to consumers, which is completely matched with the product function and can be regarded as an advertising word!
Yong Su Zhi fen zu
If there are successful cases, some translations may not be so interesting. Its English name may be more popular than its Chinese translation. Let's call it "Yong Pang Gong Fen Tuan"
Costa, translated as "coffee family". Friends came up with their own ideas: "Let's have a cup of coffee, family." How to read all feel uncomfortable, Bian Xiao think this translation is still a little lack of artistic conception.
It is obviously a luxury brand for men from London, and it has to catch up with Dunhill's translation. Dunhill, festive and tacky. The translation is poor, the words are awkward and unsatisfactory. People often remember its original English name.
Does it look familiar? It always sounds like "car cleaning". Bian Xiao checked it out, and it was a French brand: "Grab clothes and hide". French "cachecache" means English "hideandseek", which translates as "hide and seek" and Chinese transliteration means "grab clothes and hide"
There are also some brand names that sound very foreign and give people a feeling of "Bajie brand international knowledge", but they are actually out-and-out local brands. Let's just call it "confusing the real with the fake"
Bian Xiao found out that the famous Metersbonwe Bang Wei Bang Wei is a clothing group in Wenzhou, Zhejiang.
LaChapelle brand La Chapelle was founded in 1998, which is a local clothing brand in Shanghai.
Brand translation and classification
Ok, after counting the representative translated names, let's talk about how the Chinese translated names of those trademarks came from. Generally speaking, trademark translation can be divided into five categories.
Transliteration-the most direct translation method
User name: Disney, Siemens, Ford.
Land name: Amazon.
Words: Audi, Nike.
Combination word: adidas.
Free translation-this kind of translation is the most sincere.
Name: Airbus, Facebook, Shell.
Concept name: Volkswagen General Electric.
Combination name: Microsoft, Softbank.
Mixed translation-half transliteration, half free translation
First of all, Starbucks, Unilever, Delta barely passed, and WeChat, which everyone is familiar with.
Follow the translation-if you don't play cards according to common sense, the sword will go sideways.
For example, HSBC, Citigroup, Pfizer, Chase, Cathay Pacific and Swire.
No translation-there is no trick to winning, so capricious.
IBM，BBC，3M，AMD，BCG，KKR
After reading the five categories of common translations, do you have a feeling of ambiguity in sound, meaning and meaning? It doesn't matter. Next, let's enjoy literary translation together.
Literary translation with unity of sound and meaning and both form and spirit
The so-called literary translation means that people can know what the brand does at a glance, not only with feelings, but also with style. Translation requirements are also relatively high, so generally only large international companies can do it.
Typical examples are: Google, Cisco, LinkedIn, Bing.
Retail giants: Uniqlo, Carrefour, B&Q; Q)
Subway and Porsche.
Guan Jun in Bian Xiao's mind
All right! The brand name is here for everyone to calculate! What is the best in your heart? Bian Xiao also picked out the top three in his heart.
3. IKEA (Sweden)
IKEA was originally composed of the initials of two founders, but in China, there is such a name that makes countless family-loving parties dream about it-IKEA. From The Book of Songs Nan Zhou Yao Tao: "Peach flies away and burns its glory. The son of Yu Gui, should be his family. " With such a nice name, Bian Xiao decided to put it in the third place.
2.mercedes-benz
Mercedes. This translation explains what low-key luxury means: when everyone is piling up adjectives, it chooses verbs-although verbs are neutral, they make everyone unable to be picky, but luxury is not overbearing. It has become one of the most popular brands in China.
1 Coca Cola
Coca-Cola has always been regarded as the best translated brand name in the industry. It is not only similar to its English name Coca-Cola in pronunciation, but also contains a description of the taste and joy of the product. It has no original name at all and is perfect.
It's not just transliteration-the first sentence of Li Bai's Qingpingdiao written by Tang Xuanzong is "Clouds want clothes and flowers, and spring breeze blows the threshold to reveal wealth". It's wonderful to use "Revlon", a word praised by violets as Yang Guifei's beauty, as the translation of cosmetics, with the same melody!
In fact, trademark translation needs a large number of translators. We must not only have a solid language foundation and a strong language reserve, but also be proficient in the cultures of the two countries, so as to express the meaning of words well and convey our temperament.
Bajie Intellectual Property Trademark Network has many trademarks on sale, which are not only high-quality trademarks, but also have good meanings. We also have a special brand teacher who can tailor the meaning of the trademark for you. You may wish to contact the online customer service of Bajie Intellectual Property Trademark Transfer Network immediately to buy the trademark. Buying a trademark is faster, easier and time-saving than registering a trademark, and merchants can enter the market earlier.