Brands Lost in Translation
When Western products are transliterated into Chinese, the results can range from poetic to the metaphysical. More than many nations, China is a place where names are imbued with deep significance. Western companies looking to bring their products to China face a problem not unlike that of Chinese parents naming a baby boy: little Gang (“strong”) may be regarded quite differently than little Yun (“cloud”). Given that China’s market for consumer goods is growing by better than 13 percent annually — and luxury-goods sales by 25 percent — an off-key name could have serious financial consequences. And so the art of picking a brand name that resonates with Chinese consumers is no longer an art. It has become a sort of science, with consultants, computer programs and linguistic analyses to ensure that what tickles a Mandarin ear does not grate on a Cantonese one.
Art “is only a very, very tiny piece of it,” said Vladimir Djurovic, president of the Labbrand Consulting Company in Shanghai, which has made a business of finding names for Western companies entering the Chinese market. Maybe. But there is a lot of artistry in the best of the West. The paradigm probably is the Chinese name for Coca-Cola, Kekoukele, which not only sounds like Coke’s English name, but conveys its essence of taste and fun in a way that the original name could not hope to match. There are many others. Consider Tide detergent, Taizi, whose Chinese characters literally mean “gets rid of dirt.” (Characters are important: the same sound written differently could mean “too purple.”) There is also Reebok, or Rui bu, which means “quick steps.” And Colgate — Gao lu jie — which translates into “revealing superior cleanliness.” And Lay’s snack foods — Le shi — whose name means “happy things.” Nike (Nai ke) and BMW (Bao Ma, echoing the first two sounds of its English and German names) also have worn well on Chinese ears. Still, finding a good name involves more than coming up with clever homonyms to the original English. “Do you want to translate your name, or come up with a Chinese brand?” said Monica Lee, the managing director of the Brand Union, a Beijing consultancy. “If you go for phonetic sounds, everyone knows where you are from — you’re immediately identified as a foreign brand.”
For some products, having a foreign-sounding name lends a cachet that a true Chinese name would lack. Many upscale brands like Cadillac (Ka di la ke), or Hilton (Xi er dun), employ phonetic translations that mean nothing in Chinese. Rolls-Royce (Laosi-Laisi) includes two Chinese characters for “labor” and “plants” that more or less have become standard usage in foreign names — all to achieve a distinct foreign look and sound. Microsoft had to think twice about bringing its Bing search engine here because in Chinese, the most common definitions of the character pronounced “bing” are “disease,” “defect” and “virus” — rather inauspicious for a computer product. The revised name, Bi ying, roughly means “responds without fail.”