20171211_Economist Day57(Western companies are getting creative with their Chinese names - Found in translation)_英语_学习_201712

全文大意：

对于大多数正在进入中国市场的公司，音译他们的品牌已经成为了过去。相反，他们取的名字都含有抓住人们想像力的深意。这个命名的过程迫使公司更加努力的去思考他们想在中国市场中创造的形象。并且，一个很重要的步骤是检查候选命名没有被注册。有些情况下名字会被经销商注册，有些情况下这些名字会被竞争对手试图阻止他们的进入而注册，有些情况下会被品牌伪造者注册，有些情况下会被那些恶意事先注册并试图将其卖出高价的人注册。另外还需要当心那些谐音的商标。这些复杂的事情让一些国外品牌栽了根头。

For most companies which are entering Chinese markets, transliteration of the brand has been the past. Instead, their names should contain the meanings which capture people's imagination. The naming process is forcing the companies try harder to think the image they want to project in Chinese market. And a vital process is to check whether the candidate names have been snapped up. Sometimes it is registered by their own distributors, sometimes by the competitors seeking to block its entry, sometimes by the counterfeiters, sometimes by the squatters who intend to sell the trademark to the highest bidder. And they must pay attention to the soundalikes. Such complexities have tripped up many foreign brands.