Going Global: Will Your Brand Name Translate?

When launching your brand in new international markets, it’s crucial to avoid making mistakes with your brand name, as some well-known companies have done in the past.

For example, a famous automotive brand launched a car model named "Tengfei" (腾飞) in China, only to discover that the term in certain dialects had connotations of "flying into the air," which didn’t exactly convey the positive, upward-moving image they intended. Similarly, a well-known sportswear brand faced challenges in the Middle East because their brand name sounded similar to a negative term in the local language, which led to poor sales. The brand had to rework its strategy for the market.

These companies learned the hard way that it’s essential to thoroughly research local languages and cultures before expanding into new regions. While these blunders may have faded from public memory over time, at the time, they cost the companies heavily in marketing, lost sales, and brand image recovery.

Brand names make the first and most lasting impression. Negative perceptions due to translation mistakes can affect a brand for years, even causing long-term setbacks in certain markets.

How to Ensure Successful Brand Name Translation

So, how do you translate your brand name for global markets? In some cases, you might not need to translate your brand name at all, but you’ll still need to make sure you’ve made the right decision.

Avoid Literal Translations. Literal translations can be risky as they often miss the creative essence behind the brand. They also overlook important linguistic and cultural nuances, which are key to connecting with your audience. We recommend the “transcreation” approach, which focuses on conveying the meaning and maintaining the creative soul of the brand while adapting it for local markets.

Localize Your Brand Name

The key to success is thinking locally. This applies not just to spelling and pronunciation but also to cultural influences.

Avoid mistakes related to numbers, colors, or symbols that have superstitions or significant meanings in different cultures. For example, in some European countries such as France, Italy, and Spain, chrysanthemums symbolize death and are only used for funerals or graves.

Similarly, the number “17” is considered unlucky in Italy. In Roman numerals, “XVII” is an anagram of the Latin word “vixi,” meaning “I have lived,” which can be interpreted as “my life is over.” Ironically, English pop band East 17’s song “Stay Another Day” may have done well in Italy, where the video’s somber winter imagery fits the mood of the number.

When it comes to spelling and pronunciation, ensure your brand name is easy for locals to read, spell, and pronounce. If it’s difficult, you’ll need to rely on transcreation services to modify it appropriately for the local audience.

Global Trademarks and Domain Names

As with any new brand name, don’t forget to check the availability of trademarks and domain names. A brand might have to reconsider its name if a domain or trademark is already taken or, worse, if the name has negative connotations in the target market.

A well-known example of this mistake is Powergen, who allegedly bought the domain when opening their Italian office. While the company denied any involvement with this URL, it’s a good reminder to carefully research and verify domain names before making your global launch.

Conclusion

Translating and localizing your brand name for global markets is a complex process that involves understanding cultural, linguistic, and social nuances. Before expanding, ensure you conduct thorough market research, understand the local culture, and consult with experts to avoid costly mistakes. With the right approach, you can successfully introduce your brand to new international markets without missteps.

We hope these tips help you avoid common pitfalls in brand name translation. If you have any questions or need further guidance, feel free to reach out to us. We’re always here to help!

◀️：Technical Documents: How to Ensure Accurate Translations

▶️：Challenges and Opportunities for Today's Global Marketers