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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.


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В России провели неофициальный конкурс "Слово года-2012"

В этом году неофициальный список главных слов русского языка полностью отличается от прошлогоднего. Нет в нем победившей "полиции", отсутствуют "модернизация", "инноград", "инновация", "рокировка" и "брежневизация". "Словом года-2012" стала "Болотная", с которой связаны многотысячные митинги.


Scientific style of translation or editing

Characteristic features of scientific translation are accuracy, brevity, consistency, and logical sequence of utterance and objectivity of presentation. All these features are formed by appropriate choice of vocabulary and syntax. The main function of the documents is information message and proof of its truth.


New way of website promotion: thematic publications

The idea of website promotion inspired in 2009, when we have found the project «Translations news», related to our business.


Лингвистическая викторина по терминам миллениалов

Примите участие в нашей викторине!
Каждый третий участник получит по почте сувенир от нашего бюро переводов.




History of translation: Bienvenido, or Welcome to Spain

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.


A Calendar of Russian and Chinese Popular Beliefs

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.


Wonderful world of medications and the irony of side effects

Each medicine label has a section called “Side effects”, which is the most exciting reading stuff. However, if you really intend to take those pills you better skip that part.


History of translation: Spanish cinema recovers from being "unconscious"

One month ago our agency started working on a big and exciting project — a translation of six full movie scripts from Spanish. You can always tell a Spanish movie from any other by its particular weirdness, marked by several specific features. They run like a common thread through various scripts of road movies, sitcoms and TV-shows, translated to Russian by our specialists.


History of translation: "Bicycle, bicycle, bicycle, I want to ride my bicycle"

How many people know the electric bicycle, or electrobicycle? The idea of equipping a bicycle with a motor went a little later the invention of a bicycle. Recently we translated from French some instructions for the famous European brand of carmakers. Thanks to our translation, we hope to find more cyclists in Russian cities. Bicycles with electric motor help everybody, even people without physical fitness, to run long distances.


Since 2014 Ministry of Education and Science of Russia will promote Russian Language Institute brand abroad

Since 2014 Ministry of Education and Science of Russia will promote Pushkin State Russian Language Institute brand abroad. The Deputy Head of the Ministry Veniamin Kaganov has announced such intention.




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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, Russia 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:
"Военно- музыкальное образование в России / Military Music Education in Russia", Научный перевод, Translator №24

translation tags: судья, постановление, арбитражный, правовой.

Translations in process: 39
Current work load: 27%

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