Translate English to Chinese - International Famous Brand Name

For the international famous brands from different fields, Chinese citizens are familiar with the Chinese names, rather than their original English name. Generally speaking, in China, the brands that enjoy large market share tend to own its appropriate and successful Chinese names. For this reason, when translate English to Chinese, international corporations should be fully aware of the culture, language as well as consumers’ behaviors of their target market – China. English Chinese translation on international famous brands not only should respect for linguistic principles, but make utmost use of the Chinese consumption culture.

Take the example of the famous mobile phone maker “Nokia”, in fact, the brand was named after the town where the factory located in, and apparently, the name implies nothing special. But its Chinese name “诺基亚” seems to take the sense of high – tech, besides, literally we can get the meaning of “make promise to the Asia” .






Translate English to Chinese - International Famous Brand Name - BMW

     

Then let’s talk about Bayerische Motoren Werke, isn’t it strange at first glance? Well, read the capital of each words, yes, it is “BMW”. Due to length and complexity of its original German name, it is necessary to shorten and simplify the name for the purpose of marketing. Now in China, “BMW” is widely popular and becomes a symbol of success and status.

As we know, brand names for cosmetics are especially important, since consumption from women occupy a large portion of the whole consumption, besides, women are emotional and intuitional. For instance, a famous lipstick brand – KissMe, it is inappropriate to directly translate it into “吻我”, because Chinese people are implicit. Instead they feel comfortable with the name of “奇士美”, which implies the story between the hero and the beauty, for “奇士” sounds the same as “骑士”, the knights.




English Chinese translation -  Clean & Clear



 Another typical case is about the Japanese skin care brand – “Clean & Clear”, which means “干净清爽”. Apparently, it is not proper to take it as a Chinese brand name. However, “可伶可俐” fully deserves the perfect Chinese name of this brand, for not only it preserves the rhythm of original English, but it sounds clear and vital, echoing with its target consumers – modern young girls.

In any case, brand name is an indispensable factor that corporations should fully consider if they are eager to enter the market of China. As for English Chinese translators, a successful translation of brand name can largely promote the popularity of its products in China.