(I) Brand translation methods
1. Transliteration
Transliteration is widely used. Translators usually use Chinese characters that are roughly similar to the pronunciation of the original text to express the characteristics of the product as much as possible, and at the same time use the polysemy of Chinese characters to deepen consumers’ impression and memory of the product. For example, “Coca-Cola” is translated into “柯可乐” according to the transliteration method.
2. Literal translation
Literal translation refers to translating according to the actual meaning of foreign words, which can better express the meaning of the product. If the brand of some products itself has a distinct meaning and has an elegant and beautiful meaning in both Chinese and Western cultures, then it can be translated literally. For example, “Apple iPhone” is translated into “苹果手机” according to the literal translation method.
3. Mixed translation
Some brands do not work well when they are converted into Chinese using only transliteration or literal translation. At this time, it is necessary to use a mixed method of transliteration and literal translation based on the specific situation of the brand, which is as close to its original pronunciation as possible and can accurately reflect its product characteristics. For example, “Subway” is a fast food restaurant brand. If it is translated into “赛百味”, it is close to the English pronunciation and can make people associate it with delicious food. If it is translated into “subway” according to its original meaning, the effect will be greatly reduced.
(II) Principles of brand translation
When translating a brand, the original meaning and structure should be retained as much as possible, and then efforts should be made in its form, content and style, while fully considering the differences between cultures of different countries. On this basis, try to achieve the following:
(1) The translated name is loud and catchy;
(2) The translated name can reflect the attributes or characteristics of the product;
(3) The translated name is in line with the psychology of the target market (such as translating “Carrefour” into “家乐福”);
(4) The translated name is extensible, so that the product can quickly enter the market with the help of brand influence and save promotional expenses.