What’s in a name: translating trade marks for overseas markets

There’s no such thing as a second first impression, and brand identity forms a key part of any business’ capital. Any business looking to expand into foreign jurisdictions should carefully consider how to represent its trade marks.

Translation is ultimately a balancing exercise. On one hand, customers are likely to pronounce and remember native language versions of a trade mark with greater ease than their English equivalents, which saves time on building brand awareness. On the other, cross-cultural, and cross-linguistic transpositions are risky and require an understanding of both the business and the local market to be effective.

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