How wonderful are the translations of those English trademarks? This article will show you!

In 1927, Coca-Cola entered China and transliterated the Chinese name of "Tadpoles Eating Wax". How can such a good drink be ruined by translation? After careful consideration, Coca-Cola published a reward of 35 pounds for translation. In the end, Jiang Yi, a Shanghai professor in Britain, defeated all her opponents. The beverage company is also recognized as the best brand of Coca-Cola by the advertising industry.

It keeps the transliteration of English, even more meaningful than English, and is easy to recite. So it became a classic, and Coca-Cola swept the country. In fact, many trademarks are not translated at once. We picked out the three most "cultural" trademarks

There has been a saying of "BMW cars" in China since ancient times, and Xin Qiji's "Jade Case Yuan Xi" even has the poem "BMW carves cars and smells all over the road. The phoenix flute is moving, the jade pot is turning, and the fish and dragon dance all night. " The name "BMW". It is a masterpiece of brand name abbreviation translation.

When you see the word "IKEA", you will naturally associate it with your home. Let's not talk about how similar the pronunciation of "IKEA" and "IKEA" is for the time being, but talk about its poetry-The Book of Songs Nan Zhou Taoyao: "Peach flies, burning its splendor. The son of Yu Gui, appropriate its room home ".

"The clouds want clothes, flowers and capacity, and the spring breeze blows the threshold to reveal the richness." When I see this poem, what comes to my mind is the beautiful appearance of a girl. 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 spirit and form, and make the finishing point, so that the name and the product can be integrated and interact with each other, which will give birth to great brand value. The seemingly ordinary brand name actually has such deep knowledge! So, let's look at several successful cases first!

success story: phonological group

phonological group "Starbucks" seems to be a more popular name than "Starbucks", and "Star" is a free translation, while "Buck" is a transliteration. Compared with other coffees, white-collar workers seem to prefer Starbucks to show their style.

Mercedes-Benz, full name. Mercedes-Benz not only transliterates Benz well, but also has a sense of the picture of cars running smoothly on the road, which perfectly explains what low-key luxury means.

the pronunciation of Hermes is also very consistent with the pronunciation of Hermès, and at the same time echoes the carriage of its brand logo. The word "Shi" reflects 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, if "LinkedIn" is translated backwards, it should be LeadingElite. "Leader" stands for "leader" and "English" stands for "elite". These two words both 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, "Bing" fits "bing" perfectly. From the meaning, people suddenly think of "responsive", which is in line with the product function positioning of its search engine.

from the pronunciation, "shufujia" sounds like "Safeguard". From the meaning point of view, it conveys to consumers the expectation of "comfortable skin after use", which is completely matched with the product function and can be regarded as an advertising word!

There are successful cases in the group of

Yong Fat Common Powder, so some translations may be a little less interesting. Compared with its Chinese translation, its English name may be more popular with everyone. Let's call it "Yong Fat Common Powder Group"

Costa, which is translated as "Coffee Family". The friends make up their own brains: "Let's go and have a cup of coffee family." How to read and feel awkward, Xiao Bian thinks that this translation is still slightly lacking in artistic conception.

It's obviously a luxury brand for men from London, so it's necessary to get on the translation of Dunhill Road. Dunhill, festive and tacky. Poor translation, awkward and unsatisfactory words. People often remember its original English name.

look familiar? It always sounds like "cleaning the car". Xiaobian checked that it is a brand from France: "Catch Clothes and Hide". French "cachecache" means English "hideandseek", which is translated as "hide-and-seek" or "hide-and-seek", and Chinese transliteration is "catch clothes and hide"

There are also some brand names, which sound very foreign and give people the feeling of "knowing the eight quit brands internationally and knowing their products". However, in fact, it is an out-and-out local brand, which is called "combining the fake with the real".

LaChapelle brand of La Chapelle was founded in 1998. Shanghai local clothing brand

Brand translation and classification

Well, after taking stock of those representative translations, let's talk about how the Chinese translations of those trademarks came from. Generally speaking, translation of trademarks can be divided into five categories. Transliteration-the most direct translation method

using names: Disney, Siemens, Ford

using names: Amazon

original words: Audi, Nike

combined words: Adidas. Facebook, Shell

Concept name: GeneralElectric, Volkswagen

Combination name: Microsoft, Softbank mixed translation-half transliteration, half free translation

First of all, Starbucks, Unilever and Delta barely passed the exam, and the well-known translation of WeChat-playing cards against common sense and taking a slant

such as HSBC, Citi, Pfizer, Chase, Cathay Pacific and Swire. So willful

IBM, BBC, 3M, AMD, BCG, KKR

Is there a feeling of confusion between sound and meaning after reading the five categories of common translation? It doesn't matter. Next, let's appreciate literary translation

Literary translation with both sound and meaning and spirit and form

The so-called literary translation means that people can see at a glance what the brand does, 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 (Google), Cisco (Cisco), LinkedIn (LinkedIn) and Bing (Bing).

Retail giants: Uniqlo, Carrefour and B&Q; Q)

and Subway (Subway) and Porsche (Porsche)

The champion in Xiaobian's mind

All right! The brand name will be counted here for everyone! Which is the best in your heart? Xiao bian also picked out the top three in his mind

3.IKEA

IKEA was originally composed of the initials of two founders, but in China, there is such a name that countless family-loving parties are haunted-IKEA. It comes from The Book of Songs Nan Zhou Taoyao: "Peach flies away, burning its splendor. The son of Yu Gui, appropriate its room home ". With such a pleasant name, Xiao Bian decided to give it the third place.

2. Mercedes-Benz)

Mercedes-Benz. 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, luxurious but 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 in pronunciation to its English name Coca-Cola, but also contains a description of the taste and joy of the product, which is completely absent from the original name and is perfect.

it's not just transliteration-the first sentence of the first of the three Qing Ping Diao written by Li Bai at the request of Emperor Xuanzong of the Tang Dynasty is "The clouds want clothes and flowers to make them look beautiful, and the spring breeze blows the threshold to reveal the richness". It is wonderful to use the word "Revlon", which is praised by violet laymen for Yang Guifei's beauty, as the translation name of cosmetics, and the melody is consistent!

In fact, trademark translation requires a lot 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 in order to express the meaning of words and convey our temperament well.

There are many trademarks for sale in Bajie Intellectual Property Trademark Network, which are not only high-quality trademarks, but also have good meanings. We also have special brand teachers who can tailor the meaning of trademarks for you. You may wish to contact the online customer service of Bajie Intellectual Property Trademark Transfer Network immediately to purchase trademarks. Buying trademarks is faster, more worry-free and time-saving, and merchants can enter the market earlier.