Brand names and product names: transcreation

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Slogans and catchphrases: transcreation
Short snippets and soundbites such as slogans are incredibly important elements of any marketing campaign. They must be both attention-grabbing and memorable. Slogans and catchphrases often feature metaphors, plays on words and idioms, all of which will usually involve culturally specific references. It is almost impossible to achieve effective translations of slogans. Transcreation is a far better option.


Videos and TV advertising: transcreation
Videos and TV advertising
Marketing materials such as videos and tv adverts are generally short in duration. Both the imagery and croatia mobile database the words must boast instant impact. As this type of content often utilises slogans and/or casual language, literal translations can result in inappropriate language and messages that lack punch. Words and images must be culturally relevant and of instant appeal. The best results will be achieved via transcreation.



Your choice of brand name or product name could prove vital to your success. But what works in one country could completely fail in another. It is certainly worth researching the meanings of your chosen names in the target language. Enormous potential exists for the ruination of your brand’s image or even to cause offense to a new audience. For instance, Apple chose “Siri” as the product name for the iPhone personal assistant. But the word Siri means “male genitals” in Georgia! Transcreation is often the best approach when tackling brand and product names.

Brand names

The naming of products and brands in Japan presents unique challenges. Multiple writing systems make even choosing the right characters difficult as each writing system boasts its own connotations. In addition, Japanese consumers are used to and are often accepting of obvious “foreignness” such as Latin characters. Indeed, foreignness can inspire a sense of modernity or sophistication.


It is essential to identify what is the strategic positioning of a brand and the brand’s attributes that must be emphasized. The naming practices in the industry should also be explored. The appropriate choice of writing system and degree of foreignness varies from one industry to another. Foreignness works well for fashion but not for traditional Japanese products.