How can a language partner support companies in the brand naming process

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Difficulty in communication : a name that is difficult to pronounce or understand in a given language can make it difficult to communicate the brand, cause confusion or misunderstanding among consumers, hinder the exportability of the product/service/company and, in short, undermine the marketing and branding efforts made.

If we ask a naming expert bulk sms iran what the name of a brand or product should be, his/her answer will sound more or less like this: «An effective name must be memorable, unique, easy to pronounce, traceable to the values ​​and essence of the brand, registrable and protectable». If we ask the same question to a translator, he/she will add «You need to be aware of its meaning and also of its pronunciation in other languages ​​to avoid unpleasant misunderstandings; it is important to carefully evaluate what that name will evoke when it enters the various target markets».

Brand naming therefore requires process, creativity but also a deep knowledge of the destination language and culture .

The translation techniques that are applied in the field of naming and that can avoid making mistakes are:

Transliteration : a technique that allows the original spelling of the name to be reproduced in the target language, rather than its sound or meaning;
Phonetic transcription : a technique that mimics the sound of the name in the target language in a way that is as similar as possible to the original, with the risk, however, that the word acquires another meaning;
Transcreation : a technique that conveys the brand name, its meaning, positioning and the values ​​it represents into the target language.
What is the most appropriate translation technique?