A guide to perfecting trademark translation in China

Trademark translation is key to promoting a brand in the Chinese market but several principles must be followed, says Lei Ray Zhao of Unitalen Attorneys At Law.

A trademark is the carrier of a brand’s image and the first step in consumers understanding and recognising a brand. Therefore, trademark translation is crucial to the successful promotion of a brand in the global market, particularly in China (a non-English speaking country).

Trademark translation should not only convey the original meaning of the source brand, but also consider the cultural background and consumer psychology of the target market. This article will explore the methods of trademark translation and the principles to be followed to help brands promote their trademarks more effectively in the process of localisation in China.

Common methods

When foreign brands enter into Chinese market, they will normally need a translation or transliteration, common methods to have brand name translation or transliteration are as follows:

1. Transliteration

This is a common method, which translates trademarks with similar Chinese characters according to the pronunciation of English trademarks. For example, Chane (夏奈尔), Versace (范思哲), Yves Saint Laurent (伊夫.圣洛朗), Skechers (斯凯奇), Disney (迪士尼), Siemens (西门子, Ford (福特), Amazon (亚马逊), Audi (奥迪), Nike (耐克) and Adidas (阿迪达斯).

Transliteration is a method of imitating the pronunciation of foreign trademarks and translating them into Chinese. The application of this method is very common, which is characterised by fast and simple translation (and can retain the beauty of the original rhyme) so that people can experience a degree of authenticity.

Brand owners often think that this kind of trademark can better reflect their identity and status. Usually, if the original trademark does not make sense, or is novel or exclusive, the transliteration method is used.

2. Translation

This method is to find the corresponding expression in the target language according to the meaning of the source trademark, eg, Playboy (花花公子), Crocodile (鳄鱼), Plover (啄木鸟), Airbus (空中客车), Facebook (脸书), Shell (壳牌), Microsoft (微软) and Softbank (软银).

Translation is a method that focuses on the content of the original text, but does not maintain the form of the original text, also known as interpretative interpretation. By understanding the deep meaning of the original text and the products it represents, the translator can dig out the true connotation of the original language. Its characteristic is that the target language of the trademark translation often expresses the utility and performance of the product more accurately and vividly. Sometimes it is infectious, triggering association, which is conducive to leaving a deep impression on consumers.

3. Mixed translation

This kind is half transliteration, half free translation mixed together. Names such as Starbucks (星巴克), Unilever (联合利华), Goldlion (金利来), Safeguard (舒肤佳) and Delta (达美).

This method combines the advantages of transliteration and free translation—so that the translation can not only retain the pronunciation of the original trademark but also reflect the cultural connotations of the brand.

4. Creative translation

Creative translation is an innovative trademark translation method, which translates the source trademark into the target language with the characteristics of the target culture in a creative way. This approach is often used for trademarks that do not have a corresponding word in the target language.

For example, the US Sprite drink was created as ‘雪碧’ in the Chinese translation, retaining its original pronunciation while incorporating the cultural characteristics of the target market. This kind of translation is not according to common sense, the sword goes astray. It basically takes a lot of imagination to put the two names together. Other examples: HSBC (汇丰), Citi (花旗), Pfizer, (辉瑞), Chase (大通), Cathay (国泰) and Swire (太古).

5. Exceptional ‘no translation’

This is a way called ‘trick without a trick’ and is generally used by companies with simple trademarks. Oftentimes, their trademarks are basically composed of letters, eg, IBM, BBC, 3M and AMD.

Principles to be followed in trademark translation

1. Principle of fidelity

In the process of trademark translation, the original meaning and cultural image of the source trademark should be as faithful as possible. The trademark is the representative of the brand; if there is too much distortion in the translation process, it may mislead consumers. Therefore, in the process of translation, the cultural connotation, image characteristics and propaganda intention of the source trademark should be preserved as much as possible.

2. Principle of consistency

This means that consistency should be maintained in the process of trademark translation to ensure that the Chinese translation of the same brand is consistent in different occasions. This not only helps consumers to form a unified perception of the brand, but also facilitates the word-of-mouth communication of the brand. Therefore, it is necessary to avoid confusion or random changes in the translation process.

3. Principle of brevity

During the process of trademark translation, we should strive to be short and easy to remember and avoid the use of overly complicated or lengthy words. A short trademark translation is easier for consumers to remember quickly—improving brand awareness and recognition. Therefore, choose words that are short, easy to pronounce and easy to remember when translating.

4. Principle of cultural sensitivity

The principle of cultural sensitivity means that during the process of trademark translation, the cultural background and values of the target market should be fully considered to avoid violating the cultural taboos or aesthetic habits of the target market. Different countries and regions have different cultural backgrounds, and there will be differences in the understanding and perception of the same trademark. Therefore, it is necessary to understand the cultural characteristics of the target market as much as possible during the translation process.

In conclusion, many factors should be considered in the translation of trademarks, such as language differences, cultural background, target audience, etc. In the process of translation, the meaning and characteristics of the trademark should be accurately conveyed, taking into account the cultural background and language habits of the target audience, flexibly using different translation skills and strategies, and paying attention to brand consistency and image building. It’s only by considering these factors comprehensively that the English-Chinese translation of trademarks can be completed.

Lei Ray Zhao is a partner, attorney-at-law and trademark agent at Unitalen Attorneys At Law