三個(gè)字大氣聚財(cái)?shù)墓久Q？大氣聚財(cái)?shù)?字公司名稱！

When starting or
expanding a business to international markets, one of the most
important decisions you will need to make is choosing a company name.
This name will be associated with your brand and how customers
perceive your business. There are some things you should keep in mind
when selecting a company name in China.

當(dāng)你在國(guó)際市場(chǎng)上創(chuàng)業(yè)或擴(kuò)張的時(shí)候，你需要做的最重要的決定之一就是選擇一個(gè)公司的名字。這個(gè)名字將與你的品牌和客戶如何看待你的業(yè)務(wù)聯(lián)系在一起。在中國(guó)選擇公司名稱時(shí)，有些事情你應(yīng)該牢記在心。

When choosing a
company name in China, it is important to consider the following:

在中國(guó)選擇公司名稱時(shí)，必須考慮以下幾點(diǎn):

Each company in
China has its unique name and it should be in Chinese.

中國(guó)的每家公司都有自己獨(dú)特的名字，而且名字應(yīng)該是中文的。

A company name is a
brand identity and is used to market a business’s products or
services.

公司名稱是一個(gè)品牌標(biāo)識(shí)，用于營(yíng)銷(xiāo)企業(yè)的產(chǎn)品或服務(wù)。

As a business’s
reputation grows around the world, it is wise to consider the
meaning of a company’s name in each local market and in
some cases, create a local name for different consumers. In China
this is particularly important – because the meaning, sound,
tone, and even look of the Chinese characters you choose for your
company name can affect a brand’s reputation.

隨著企業(yè)聲譽(yù)在全球范圍內(nèi)不斷提升，明智的做法是考慮公司名稱在每個(gè)當(dāng)?shù)厥袌?chǎng)的含義，在某些情況下，為不同的消費(fèi)者創(chuàng)建一個(gè)當(dāng)?shù)孛Q。在中國(guó)，這一點(diǎn)尤為重要——因?yàn)槟銥楣久Q選擇的漢字的含義、聲音、語(yǔ)調(diào)甚至外觀都會(huì)影響品牌的聲譽(yù)。

Three ways to choose
your Chinese trademark name

選擇中文商標(biāo)名稱的三種方法

Create a literal
translation

直譯創(chuàng)建

A literal
translation works when the trademark has a distinctive meaning. For
example, Apple chose the brand name ‘Ping Guo’ (蘋(píng)果),
which is Chinese for ‘a(chǎn)pple’. Similarly, Palmolive is
known as ‘Zong Lan’ (棕欖),
a combination of the exact translation of ‘palm’ and
‘olive’.

當(dāng)商標(biāo)具有獨(dú)特的含義時(shí)，直譯就起作用了。例如，蘋(píng)果公司選擇了“蘋(píng)果”（蘋(píng)果）這個(gè)品牌，這是中文“蘋(píng)果”的意思。同樣，Palmolive
也被稱為“
Zong Lan”（棕欖），是“
palm”和“
olive”的精確翻譯的組合。

The disadvantage of
this method is that the Chinese characters will sound different from
your original trademark. This means that marketing time and money
will need to be spent on building the association between your Roman
character trademark and the Chinese character trademark.

這種方法的缺點(diǎn)是漢字聽(tīng)起來(lái)和你原來(lái)的商標(biāo)不一樣。這意味著營(yíng)銷(xiāo)時(shí)間和金錢(qián)將需要花費(fèi)在建立你的羅馬字商標(biāo)和漢字商標(biāo)之間的聯(lián)系。

Create a phonetic
translation

語(yǔ)音翻譯創(chuàng)建

A phonetic
translation involves creating a Chinese character name that sounds
like your trademark. Pinyin is the official Chinese
phonetic alphabet that uses Roman characters, which can be used to
create the transliteration. For example, ‘McDonald’s’
is known as ‘Mai Dang Lao’ (麥當(dāng)勞),
to local Chinese consumers. ‘Siemens’ goes by the name of
‘Xi Men Zi’ (西門(mén)子),
‘KFC’ is known as ‘Ken De Ji’ (肯德基)
to locals, and ‘Audi’ is known as ‘Ao Di’
(奧迪).

語(yǔ)音翻譯包括創(chuàng)建一個(gè)聽(tīng)起來(lái)像你的商標(biāo)的漢字名稱。拼音是官方的漢語(yǔ)拼音字母，使用羅馬字符，可以用來(lái)創(chuàng)建音譯。例如，
McDonald’s被當(dāng)?shù)氐闹袊?guó)消費(fèi)者稱為“麥當(dāng)勞”。Siemens’的名字叫西門(mén)子，KFC的名字叫肯德基，奧迪的名字叫奧迪。

This method is
preferable when your trademark already has a reputation amongst
Chinese speaking consumers. However, care must be taken when choosing
a phonetic version of a foreign mark, because the Chinese characters
may have an undesirable meaning in one or more of the six major
Chinese dialects.

當(dāng)你的商標(biāo)已經(jīng)在說(shuō)中文的消費(fèi)者中享有聲譽(yù)時(shí)，這種方法是可取的。然而，在選擇外國(guó)標(biāo)記的語(yǔ)音版本時(shí)，必須小心，因?yàn)樵谥袊?guó)六大方言中的一種或多種中，漢字可能有不好的意義。

Combine a literal
and phonetic translation

結(jié)合直譯和語(yǔ)音翻譯

The best trademarks
are those that sound the same and also make reference to a defining
characteristic of your brand or have positive meaning in Chinese
culture. For example, after considering hundreds of combinations of
the four syllables that make up its name, Coca-Cola finally settled
with ‘Ke Kou Ke Le’ (可口可樂(lè)),
which means ‘taste and be happy’. The German brand
‘Fuchs’ which in German means ‘fox’ is
translated into ‘Fu Si’ (福斯)
which translates to ‘good luck and blessing’.

最好的商標(biāo)是那些聽(tīng)起來(lái)一樣的，并且參考了你的品牌的特征或者在中國(guó)文化中具有積極意義的商標(biāo)。例如，可口可樂(lè)公司在考慮了成百上千個(gè)組成它名字的四個(gè)音節(jié)的組合之后，最終選擇了“可口可樂(lè)”，意思是“品嘗和快樂(lè)”。德國(guó)品牌“Fuchs”在德語(yǔ)中的意思是“福克斯”，翻譯過(guò)來(lái)就是“福斯”，意思是“好運(yùn)和祝?！薄?/p>

Regardless of what
method you choose, it is recommended to engage a professional
Chinese-speaking expert to ensure that the Chinese characters you
choose do not have a negative connotation.

無(wú)論你選擇什么方法，建議你聘請(qǐng)一位專業(yè)的中文專家，以確保你選擇的漢字沒(méi)有負(fù)面內(nèi)涵。

In 2017, China’s
State Administration for Industry and Commerce (SAIC), introduced
the Rules for the Prohibition and Restriction of Enterprise
Names, which ban businesses from registering company names
authorities consider “strange”, overly long, politically
sensitive, or mimicking existing brands.

2017年，中國(guó)國(guó)家工商行政管理總局出臺(tái)了《禁止和限制企業(yè)名稱的規(guī)定》，禁止企業(yè)注冊(cè)當(dāng)局認(rèn)為“奇怪”、過(guò)長(zhǎng)、政治敏感或模仿現(xiàn)有品牌的公司名稱。