What’s up in the translation industry?
Moscow,
ul. Bolshaya Molchanovka, 34 bld. 2, of. 25
+7 495 504-71-35 from 9.30 till 17.30
info@flarus.ru | Order


Company’s presentation
Online Translation Quote






History of translation: Tell me what your brands are and I will tell you who you are

A brand is a marketing term meaning a new product or a service with a popular and recognizable brand marks, while branding and brand management are focused on consumer psychology in order to make the brand rememberable and recognizable. A famous American marketing expert, whose work we have translated recently, describes the main principles of branding in fascinating short articles.

Филипп К.
16 September, 2014

Today, a recognizable brand is required to guarantee company’s successful being and operation. In this context, a brand is not just an equivalent of a label or a trademark, yet a combination of identity details, like corporate colors, tunes, design of the uniform for employees and so on. The top three of such trademarks are Coca-Cola, Google and Microsoft.

The word brand itself derives from an Old Norse "brandr," which could be translated as "fire" or "to burn": this was a name for a burn mark, used by the ranchers for their cattle. Today this word has a positive connotation, as it associates with a public image and reputation of companies.

The articles that we translated from English contain multiple examples of right and wrong branding as well as brand management hints. In theory, a brand should describe a product so that the audience could immediately identify what is in front of it — laundry detergent or corn flakes. Also, a visual image is significant, like the Playboy bunny, Nikes swoosh, Apples apple or the Starbucks mermaid. Yet even the best brands eventually need rebranding.

The article also refers to the smart creativity of one agency in Kazakhstan: it faced a challenging task of branding fisherman’s gumboots, which associate with hygiene and safety rather than with attractive look. They were translated to English as Wellington boots, which referred to high, covering the knees boots, used for horse riding and named after the Duke of Wellington. The promo visual showed underwater predators (piranhas, electric eels, crabs) getting their claws into the boots, meanwhile the upper part of the boots was sticking out of a shoebox. It was a simple and a clear way to explain the customers that those boots could protect them not only from water but also from any danger underwater. The text on the package was originally in Russian, as it all happened in Kazakhstan. Later it was translated to English, and that’s how the American author discovered the case and mentioned it in his article, which we translated to Russian again in our agency as a part of a bigger symposium. And now you have just witnessed a rare occurrence of a reverse translation.

Our marketing experts translate to Russian various articles about brands, brand management and branding. This type of translations requires very accurate work with marketing phraseology, copywriting and advertising language. We have a whole group of professional translators focused on the marketing subject.
Click here to read it in Russian.

Share:


Submit Your Article Most popular Archive
tags: #brand #branding #brand management #advertising #marketing #article #english #trademark #public image #history of translation #boots #style #logo #shoes


Имена, означающие драгоценные камни и камни, названные в честь людей 7751

Твои глаза - сапфира два, Два дорогих сапфира. И счастлив тот, кто обретет Два этих синих мира… Генрих Гейне


Викторина по непереводимым терминам

Каждый третий участник получит по почте сувенир от нашего бюро переводов.


Landing Page Translation 1866

Tasks of creating landing pages. Multilingual landing pages and goals that can be achieved through them. The article is based on the real site translation experience.


Překlady z češtiny do ruštiny 1002

Ve společnosti jsou odborné tlumočnicí češtiny, mající obrovské překladatelské zkušeností překladu dokumentů kterékoliv orientace a složitostí.




Tłumaczenie na język polski witryny, tekstów o charakterze reklamowym i marketingowym 927

Język polski jest językiem, w którym ludzie porozumiewają się ze sobą w Polsce. Najbardziej popularnym wśród języków obcych jest język niemiecki oraz język angielski. Ma to zasadnicze znaczenie dla firm, które chcą rozpocząć działalność na polskim rynku.


Advertising of Translation Services 874

Our tips for context advertising, marketing and promotion of translation services will be valuable for translation companies, beginners in the advertising market, as well as old-timers.


History of translation: Marriage contract 995

We have recently translated draft marriage contract to German. What do marriage partners wait from each other if their marriage becomes wrong?


History of translation: Bienvenido, or Welcome to Spain 1174

The “Russian boom” in the Spanish real estate market has been on the rise for several years already. As soon as real estate prices in Spain dropped during the decline, the British left Spain; however, the country became more and more frequently visited by the Russians.


History of translation: Insurance 1036

Insurance – is special type of economic relationships intended to provide insurance protection of people and their fairs from different dangers. Insurance translations hold a specific place among all other translations.


A Calendar of Russian and Chinese Popular Beliefs 1201

For a company dealing with medicine and chemistry, we have translated, into Chinese, a calendar of popular beliefs and superstitions. The issue of the Calendar was intended to mark the coming of the New Year. Along with traditional Russian and Chinese beliefs, it also contained “modern” superstitions connected with cars and computers.



شركة ترجمة Бюро за преводи Бюро перакладаў 翻译社 Překladatelská kancelář Übersetzugsbüro Oversættelse bureau Translation and Proofreading Services Agencia de traducciones Käännöstoimisto Бюро переводов Фларус, Москва Agence de traduction მთარგმნელობითი ბიურო Γραφείο μεταφράσεων अनुवाद एजेंसी Prevodilacki biro Fordítóiroda Penerjemahan Biro Agenzia di Traduzioni 翻訳代理店 번역 회사 Аударма бюросы Орчуулгын товчоо Biuro tłumaczeń Agência de tradução Birou de traduceri Преводилачка агенција Prekladateľská agentúra Tercüme Bürosu Бюро перекладів Văn phòng phiên dịch
Latest translation:
"Презентация компании / Company presentation", Маркетинг и реклама, Translator №844

translation tags:



Translations in process: 100
Current work load: 29%

Поиск по сайту:



Wonderful world of medications and the irony of side effects


Translation services in sport



History of translation: Liar liar, pants on fire!



History of translation: Three combinations of Yin and Yang in a mushroom grown from a caterpillar


Filthy Language As Trademark


The "Verbing" Of Brand Names


Japanese Translation Software Showcased At The University Of Ulster's Magee Campus


Подписка на рассылку
избранных новостей
(~1 раз в месяц)

e-mail:



Транскреация или "Культурная адаптация" текстов для иностранной аудитории носителями языка



Construction glossary
Construction glossary



Викторина по непереводимым терминам








Компания

О бюро переводов
Письменный перевод
Локализация сайтов
Редактирование
Вычитка носителем языка
Примеры переводов
Вакансии
Контакты



Бюро переводов Фларус
© 2001-2020

Проекты

Работа для переводчиков
Новости переводов
Поздравления с переводом
Разговорник
Глоссарии и словари
Шаблоны переводов
Выставки в Москве

Контакты

Россия, Москва,
ул. Большая Молчановка, 34 стр.2, оф. 25
схема проезда

Телефон:
+7 495 504-71-35

Заказ: info@flarus.ru