Submitted by Anonymous (not verified) on Thu, 12/12/2013 - 15:45
Your brand name is at the heart of everything you do as a company. It’s therefore vital to ensure your brand name (and associated product names) are appropriate for both the culture and the language of the overseas market you want to target.
Brand names need to be localized for various markets owing to vast differences in pronunciation, culture or dialect. One good example of brand localization is Nike, which became Nai Ke in the Chinese market. Not only does it have a similar sound, but the characters mean “Endurance Conquer.”