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.

Ph. Linn
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:




Your comments

Your name:
Please, enter the code on this picture:


Викторина на тему языковой статистики


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




شركة ترجمة Бюро за преводи Бюро перакладаў 翻译社 Překladatelská kancelář Übersetzugsbüro Oversættelse bureau Translation Agency, Moscow Agencia de traducciones Käännöstoimisto Бюро переводов 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 Prekladateľská agentúra Tercüme Bürosu Бюро перекладів Văn phòng phiên dịch
Latest translation:
"Соглашение о намерениях по реализации проекта развития ", Юридический перевод, Translator №24

translation tags: компания, решение, соглашение, территория, корпорация, условия, расходы.

Translations in process: 32
Current work load: 63%

Поиск по сайту:



Are you translator, linguist or journalist? Translation News will be glad to cooperate with you.



New way of website promotion: thematic publications



History of translation: "Three Little Pigs" with a Spanish Flavor



A Calendar of Russian and Chinese Popular Beliefs


The story of translations, which many have not heard of


Petrochemical industry, oil and gas processing


History of translation: "O Mussels," said the Carpenter, "You`ve had a pleasant run!"


September 19 - The Day of Smiley Emoticons :-) and :-(


Amendment Removes Ban On Driver’s Test Interpreters (USA)




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

e-mail:





Компания

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



Бюро переводов Фларус
© 2001-2017

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



Рейтинг@Mail.ru