Great transliteration is about much more than avoiding mishaps. In a worst-case scenario, the transliterated name may resemble a word in the target language that’s negative or even offensive. It may result in a name that is meaningless, and therefore confusing or difficult to remember. Transliterating a brand name presents both potential pitfalls and a wealth of creative opportunity. It also aspires to capture the spirit, if not the precise meaning, of the original word or phrase. Translation converts meaning from one language into another, while transliteration converts words from one script into another-such as from the Latin characters used to write English to Chinese hànzì characters-and often attempts to preserve the sound of the word or phrase. ![]() Plus, in some cases it’s not optional-countries such as China and the Gulf States legally require businesses to transliterate their brand names. Transliteration doesn’t just affect human perception of your brand-it’s also vital to SEO in international markets. Instead, you’re approaching valued customers with respect, seriousness and warmth. Why? It signals that you’re serious about the market, and not carelessly tossing products or services into a culture you don’t understand. ![]() Localizing a brand name into local languages and alphabets is key to getting consumers to embrace your brand. Why Is Brand Transliteration So Important?Īs Western companies expand into markets such as China, India, Japan, South Korea and Russia, they often target customers whose primary written language doesn’t use the Latin alphabet. How you localize your brand name-a linguistic transformation known as “brand transliteration”-may be the most important decision you make when entering several key global markets.
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