Itqualityassurance
- Do brand names need to be translated?
- Do brand names in a foreign language lead to different brand perceptions?
Do brand names need to be translated?
A whole heap of factors come into play when you're faced with translating company names. As such, there's no definitive answer on whether company names should be translated. It's a question of looking at the individual brand, the target market, the kind of document you're working on and more.
Do brand names in a foreign language lead to different brand perceptions?
In the context of hedonic services, the incongruence between brand names in a foreign language and country of origin leads to increased perceptions of services as more hedonic.
