Not Every Brand Name Translates As Well Into Chinese As Coca-Cola
國際品牌走入中國：不是所有的品牌中譯都像可口可樂那么給力

In China, names have a deep significance. So for international brands looking to head over to the world's largest market, they have an incredibly important decision to make.
在中國，名字有很深刻的涵義，所以想要進軍中國這個全球最大的市場時，那些國際品牌就得做一個很重要的決定：哪個中譯名最好？

There's a whole business based around selecting brand names for companies that are looking to go into China, reports Michael Wines at the New York Times. There are linguistic algorithms, computer programs and consulting companies devoted to it.
據(jù)《紐約時報》的記者Michael Wines報道，為進軍中國的公司挑選品牌譯名，已經(jīng)形成了一門商業(yè)，語言算法、計算機程序和咨詢顧問公司都傾情奉獻于這一行業(yè)。

It's more complicated than it looks on the surface. China is home to many widely used dialects, and what appears safe in Mandarin may not translate all that well to, say, Cantonese or Hokkien.
這可比表面看上去要復雜多了。中國大地上有著許多廣泛使用的方言，某種品牌中譯名可能用普通話讀起來很不錯，但是翻譯成其他方言，比方說粵語和閩南語，就沒那么順暢了。

Some just happened to be natural fits. Take Coca-Cola, which is called Kekoukele in China, meaning "tasty fun." Not only does it sound like its international name, but it has a meaning that personifies the Coke brand.
有些品牌恰好渾然天成般的適合，比方說Coca-Cola譯成可口可樂，中文意思是美味可口又有趣。“可口可樂” 不僅和它的原品牌名音似，同樣也為品牌賦予了人性化的內(nèi)在涵義。

Here are some examples of big brands who chose Chinese names that have resonated with the public. Some are phonetically similar to their English names, while others are completely changed:
現(xiàn)在是一些大品牌的中文譯名，它們都在中國廣泛使用并引起了大眾共鳴。有一些和原來的英文名稱音似，而有一些則完全不一樣了：

Tide -- Taizi, "gets rid of dirt"
汰漬（洗衣粉）：消除污垢 （Tide品牌原意：潮流）

Reebok -- Rui bu, "quick steps"
銳步（運動鞋）：快步走 （Reebok品牌原意：南部非洲一種羚羊，擅長奔跑）

Nike -- Nai ke, "enduring and persevering"
耐克（運動鞋）：忍耐、持久 （Nike品牌原意：希臘勝利女神）

Colgate -- Gao lu jie, "revealing superior cleanliness"
高露潔（牙膏）：展現(xiàn)深層清潔（Colgate品牌原意：創(chuàng)始人姓名）

Marriott -- Wan hao, "10,000 wealthy elites"
萬豪（酒店）：一萬個富有的精英（Marriott品牌原意：創(chuàng)始家族姓氏）

Citibank -- Hua qi yinhang, "star-spangled banner bank"
花旗銀行：星光燦爛的旗幟銀行（Citibank品牌原意：紐約城市銀行）

Heineken -- Xi li, "happiness power"
喜力（荷蘭啤酒品牌）：快樂的力量（Heineken品牌原意：創(chuàng)始家族姓氏，海尼根家族）

Pentium -- Ben teng, "galloping"
奔騰（處理器）：飛馳奔跑（Pentium品牌原意：拉丁文數(shù)字五，因為奔騰是英特爾旗下繼486后新一代的的高性能處理器）

你覺得哪個品牌的中譯名最神形兼?zhèn)洌?/p>