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Lost in Translation

23 Jul 2007

It is difficult enough finding a brand that is available to use and register in New Zealand. But global brands that can be translated into other languages without losing their core message and meaning are even harder to find.

Translating a brand involves challenges that need to be handled carefully.  Translating is a creative process.  Finding an equivalent expression or brand name in a local language that sends the same or similar message can be difficult. And if a brand translation for a single product goes wrong, it can adversely affect the whole business.

Not all brands translate well
A business that operates globally under the same brand needs to decide whether the brand will be used in English, in a local language or a mixture of both. 

While use in English may provide benefits with consistent marketing and brand profile, consumers in non-English speaking countries may struggle to pronounce and recall a brand easily.  Local consumers may simply adopt their own translation for a brand – and that translation might not suit the business.

Images and colours are important too
The way a brand is interpreted in New Zealand will not necessarily be the same in other countries.  Not only can there be differences in word meanings, but graphics, colours and imagery can also be interpreted in unexpected ways. 

Images of cows on packaging are accepted in New Zealand for dairy goods and services, but not so in those countries where cows are considered sacred.  In some countries, using images of Jesus, Mary, the disciples or any other religious reference is considered offensive.

What’s hot?
China is one of the hottest markets for brand translations. But Chinese consumers are becoming increasingly sophisticated.  The days of localising a product in China simply by adding a dragon, the colour gold or a few Chinese characters to the packaging are long gone.

Cultural adaptation is key.  It is important to understand what a brand is saying before translating it. Translating is about adapting and sending a certain meaning, not making literal word for word translations. Apart from meaning, nuances and associations, phonetic appeal, associations with local literature, historical figures, and legends also need to be considered.  

Even the big boys can get it wrong
A few years back, Pepsi tried to translate its by line ‘Come Alive; You’re in the Pepsi Generation’ into Chinese.  The resulting translation was something like ‘Pepsi Brings Your Ancestors Back from the Dead’. 

Microsoft’s new operating system VISTA, turns out to be a disparaging term for a frumpy old woman in Latvia.  And Motorola’s ‘HELLOMOTO’ ring tone sounds like ‘Hello Fatty’ in India.  

Not all translations are registrable as trade marks
A translated brand may not be registrable as a trade mark if it is descriptive of the goods or services it is used for. The same is true for the brand name in English.  Translating a trade mark in a foreign language will not get around the rules for registering trade marks. 

Some pointers

• Decide whether a literal or a liberal translation is required.
• Work with a local translator – make sure they understand the concept before they begin to develop the copy.
• Take the trouble to understand the local culture where products are sold – what is offensive, sensitive, political or otherwise unacceptable?
• Talk to a local business unit or agent – what are their thoughts on the translation?
• Test the translation with customers and gauge reaction.

The ability to locally adapt a brand is dependent on hard work, the particular culture and language. And when they are successful, they are hard to beat.  After all, there’s no loss of meaning whenever two tongues come together.

Corinne Blumsky
Partner, A J Park Wellington
corinne.blumsky@ajpark.com
DDI +64 4 498 3445

An edited version of this article was published in Apparel magazine July 2007