Most of the trademarks that our intellectual property agency works with on a daily basis are registered with OSIM for protection in Romania and with the EUIPO, which provides coverage in all 27 member states of the European Union. Trademarks can be in any language, but the most common are in English, Romanian or are invented words without a direct meaning. But what happens when a business decides to expand beyond these borders, to markets where different alphabets and languages predominate? Ensuring that a brand remains recognizable and relevant in these markets is essential for both brand identity and legal protection.
Challenges of Trademark Translation
Expanding a brand internationally involves much more than simply translating words – careful adaptation is required to ensure cultural relevance, brand integrity, and compliance with local laws. One of the main challenges is preserving both the phonetics (sound) and meaning of a trademark. While some brands directly describe a product or service and can be translated literally, others require localization or transliteration to preserve their identity in foreign markets.
An essential aspect to remember is that an already registered trademark cannot be translated, as it is a legally protected name. However, companies may choose to create and register localized versions of their brands to strengthen their presence in international markets. This strategy is particularly useful from a marketing perspective, ensuring that the brand resonates with local consumers.
Trademark Translation Methods.
There are several ways in which a trademark can be adapted for international markets. One of the methods is the literal translation, used when the brand name has a clear and descriptive meaning, which can be transposed directly into another language. For example, “Microsoft” has been translated into Chinese as “微软” (Wēiruǎn), where “微” means “micro” and “软” means “soft”. However, this method does not always work, as some words may have unwanted connotations or sound unnatural in the target language.
Another method is transliteration, which involves phonetically adapting the original name to another alphabet, without necessarily preserving the meaning of the word. This process is commonly used for renowned brands that want to retain their sound recognition globally. For example, the trademark “Pepsi” has been transliterated into Arabic as “بيبسي” (Bibsi), in order to reproduce the original pronunciation as faithfully as possible.
In some cases, neither translation nor transliteration is enough, and the brand requires a freer adaptation to suit the local market. This process is known as transcreation and involves creating a new variant of the brand, which reflects the essence and the original message, but in a way that is appropriate for the culture and linguistic habits of the target consumers. A famous example is McDonald‘s slogan “I’m lovin’ it”, which has been adapted into Chinese as “我就喜欢” (Wǒ jiù xǐhuan), which roughly translates to ‘I love it anyway’. This version retains the original idea of the message, but in a more natural and attractive form for Chinese audiences.
An important market: China
Not only are imports from China essential for many global businesses, but expanding into this vast market is also a significant opportunity. China, with a population of around 1.4 billion people and a booming economy, is a crucial market for any global brand. Many of the biggest brands, such as Apple, Nike, IKEA, and Carrefour, have registered Chinese versions of their brands to adapt to the local culture and gain the trust of Chinese consumers.
One of the biggest challenges for brands is adapting their name to the Chinese language and culture. For example, due to the differences between the Latin and Chinese alphabets, there are no Chinese characters that correspond to the words “Coca” or “Cola”. Thus, Coca-Cola is transliterated as “可口可乐” (pronounced “Ke Kou Ke Le”), which has been used in the Chinese-speaking world for almost 90 years (first recorded in Hong Kong in 1939). This is a transliteration that sounds similar to “Coca-Cola” and conveys a positive meaning, related to the pleasant taste and joy of consumption.
Another well-known example is “Nike”, which in Chinese is transliterated as “耐克” (Nàikè). The characters used not only reproduce a sound similar to that of the original brand, but also have meanings that are favorable and resonant for the Chinese public. These adaptations are essential to attract the attention of consumers in China and maintain the integrity and recognition of the brand locally.
Early registration of a trademark in Chinese
Another crucial aspect in expanding into the Chinese market is the rapid registration of the trademark in Chinese. China operates on a first-in-one basis, which means that if a trademark does not register its Chinese version quickly, there is a risk that another entity will do so. Thus, a distributor or competitor could register a similar name and even actively promote it, thus blocking the expansion of the original brand in the Chinese market.
That is why the rapid registration of a translated or transliterated name becomes not only an opportunity, but a necessity for any business that wants to establish itself in the Chinese market without facing legal or competitive difficulties.
Therefore, translating and adapting trademarks for China is not just a simple translation of a word, but is an essential part of the marketing and legal protection strategy.
In conclusion, translating and adapting brands for different international markets is an essential step in the expansion strategy, having a significant impact on the success of a brand. Ensuring correct transliteration can make the difference between success and failure in complex and competitive markets. If you would like trademark advice or expansion into different markets, please contact us at office@agentiatas.ro email or phone number 040745160163.
