Nowadays, internationalization is becoming more and more prominent, and economic exchanges between countries are becoming more and more close. Many foreign companies are starting to go abroad and start their development in China. Well, if you want to go to China today, you have to integrate into the local culture According to the name of a foreign language can understand the name, this can have a better development. “Is the so-called good horse with a good saddle, ” a good name of the company’s communication and brand building has a far-reaching impact. Ps: I originally wanted to name my company “Jiacheng” , because some Chinese people will combine their own horoscope to name the company. I am short of land, so I use the name “Jiacheng” in my mind. But I Baidu once”good city”, do not check do not know a check to be startled. The following is Baidu on the “good city” analysis: Dianchu “Xijing Zaji” volume four. “The beautiful city is gloomy and the sun has been shining for 3,000 years. There is a call for the Duke of Teng to live in this room. ” Later, he referred to the cemetery as “the beautiful city” . Therefore, foreign companies should be cautious when translating their company names into Chinese.
So what principles should we follow when translating company names? Here are some of the main ones:
1.Translate by the name of the company’s Chinese website or the official Chinese name
Now many foreign companies have Chinese web sites, the above Chinese name is the standard name. For example, “Morgan Stanley” , formerly translated as “Morgan Stanley” ; “The Walt Disney Company The Walt Disney Company” , formerly translated as “Walt Disney” ; “Burberry” , formerly translated as “Burberry” ; Cardinal Health, formerly translated as “Cardinal Health. “.
Japanese companies, because of the history of the text, many have Chinese names, but with English meaning may be very different, it must be noted. For example, the English names of four Japanese real Estate companies are very different. “Mitsui Fudosan” is “Mitsui Fudosan” , “Mitsubishi Estate” is “Mitsubishi Estate” , “Sumitomo Realty & Development” is “Sumitomo Realty & Development” , and “Tokyu Land” is “Tokyu Land” .
2.Use combinations of words to create names
For example, TEX is an abbreviation for textile, pronounced with a homonym for “Tian” , meaning “Tian Ge” , which means “Song” in English. S is omitted because it is connected to the preceding syllable. Texong is a perfect combination of Chinese and English. Texong is a field song, which means “a song of Weaving” . It has a beautiful artistic conception. The whole word has a clear pronunciation, a sense of rhythm, an atmosphere and an international sense, and is suitable for transmission.
3.If you don’t have a proper Chinese name, just use your real name
TESCO, the UK’s largest supermarket, is a misnomer as many media have translated it as “TESCO” . TESCO is the supermarket founded by Tingxin International Group and later acquired by TESCO, so the name “TESCO” is used, but does not mean Tesco should translate as “TESCO” . TESCO used to translate as “TESCO” , but since many media, including Reuters, now translate as “TESCO” , it would be more accurate to spell it as “TESCO” and less confusing.
4.Translate the conventional Chinese names
Some foreign names, such as Banco Santander S.A. , are officially published in Chinese, while others are transliterated by convention as “Banco Santander” .
American Department Store J. C. Penney, which once had a Chinese version called “J. C. Penney, ” is still used to being translated as “Penney’s. “.
Guinness and Guinness World Records, for example, are derived from the same company, but they’re used to being called Guinness, or Guinness World Records.
5.Use Pinyin for names
Is to use the original company name Pronunciation Pinyin form, that is, the original English name remains unchanged. This naming method has been adopted in many enterprises in China, Japan and Korea, which has little influence on the international operation of enterprises and is not fundamental.
6.Use allegorical abbreviations
Many companies are named using shorthand, some Korean, European and American companies are many, like HP, P & G, IBM, 3M and so on. This form of company name is easier to remember and more distinctive. EMC, for example, is the acronym of the Electro Magnetic Compatibility, defined as “the ability of a device or system to function in its electromagnetic environment without causing electromagnetic disturbances that are intolerable to anything in the environment. “.
7.There are companies that aren’t related at all, but have similar names in English
Prudential Plc of the U.K. and Prudential Financial of the U.S. are examples. The relationship between Merck Kgaa of Germany and Merck & CO INC of the US is more complicated.
Infiniti, for example, first called Infinite (similar to Honda’s “Acura” , now called Acura) , is the Standard Free Translation; the biggest problem is: the industry is not obvious, and the difference between Chinese and English is too large, affecting the transmission efficiency; After the unification of Chinese and English sound, although there is no clear meaning, but good to hear, good to remember, good to spread the three elements have been achieved; you can pay attention to transliteration after the use of specific words, are able to produce positive association of the word.
Therefore, a good company name can better close to the market, get more recognition; a good company name can reduce the memory cost of the people, and advertise; A pleasant-sounding company name is more conducive to the company’s brand building, dissemination and promotion.