Product Name Translations Are Critical For Businesses: Localize Like Kekou-Kele And Bai Shi Kele

Translating any commercial material can be much more difficult task than it seems to be beforehand. There are at least two important dimensions to take into account: (1) the translation should communicate the wanted message, and (2) it should be “catchy” from marketing point of view. Any word-by-word translation won’t most likely meet both of these criteria.

An example of successful translation projects is the localization of Coca-Cola brand into Chinese markets. Coca-Cola is called Kekou-Kele in China. If you try to pronounce that name, you’ll probably find out that it sounds quite a lot like the original brand. My Chinese skills are nonexistent, but this article reveals that also the message of the Chinese brand name, which can be translated into “tasty soft drink” or “to be happy with the tasty”, is favorable to the company. Likewise Pepsi-Cola has done a nice job in that same market with its Chinese name: Bai Shi Kele means something like “everything laughable” or “to be happy with everything”. Both companies have discovered very positive translations to their brands.

Which one is your favourite: Kekou-Kele or Bai Shi Kele?

One could even argue that in these cases the Chinese translations are much better than the original brand names. The name Coca-Cola refers to coca leafs and kola nuts, and  Pepsi-Cola is argued to be named after the digestive enzyme pepsin and kola nuts. Today neither of these brand names tell much about the product or arouse especially positive images when thinking only about the names; not the whole brand image. The Chinese names sound nice and positive even if you don’t know what’s inside the can.

What is the best product name translation which you have seen?

Using Machine Translation Is Like Driving a Car

I like to compare machine translation to driving a car. We all know how convenient and useful it is to travel to various places with a car. And many of us can and have a license to drive a car. Driving a car is a skill that has to be learned. When one has learned to drive a car, it is easy and useful to use the skill. But driving has some crucial limitations. Even when one can drive a car well, it is not possible to drive with the car anywhere, for example in the forest or from Europe to Australia or to the Moon. One has to stay on the road and on the solid soil. The situation is very similar with machine translation. One must know when and how machine translation can be used.

Machine translation is not a turnkey solution to all possible translation problems. One must know when machine translation can be used and especially how it should be used. For example, if you expect a computer to translate literature perfectly from one language to another you will surely be disappointed. But if you want to communicate simple matters to another language you might be positively surprised.

I would like to emphasize that machine translation is potentially a very effective tool that must be used correctly. Like a car, you must first learn how to drive it and where you can drive with it. Same applies to machine translation. Luckily, using machine translation is far, far easier to learn than driving a car.

 

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