Brand Name translation, what is important to consider?
When it comes to localisation, in China it is not enough just to translate the Brand Name to Chinese – it is necessary to “re-name” it, making sure that the meaning is retained without bringing any negative meaning into a new location.
It must also stand out and not remind the consumer of the competition. In locations like China, Korea, Japan, and the Middle East, having the right brand naming process is essential to a brand’s success.
Many brands are trying to do Brand name translation in-house, which could lead to linguistic misunderstandings, double meanings, as well we resulting in names already taken by other brands in a given category, thus are not available for trademarking.