Adapting content from one language to another means choosing every term carefully, conveying the intended message of the source and making sure that the target will not carry a different meaning or, even worse, a negative one. This challenge is what drew me to languages and inspired me to pursue a career in translation: I wanted to become a bridge between cultures, markets and people, helping communication run smoothly.
The importance of choosing the right words is even greater when talking about brand names. The name of a brand needs to convey, in just a few words, the soul of a company: its goals, its audience, and its values. It also needs to avoid possible negative connotations in other markets and, it goes without saying, it should be memorable.
There are many examples of mistakes made by brands when entering foreign markets. One of the most emblematic, in my opinion, is the case of Mercedes-Benz. When the brand entered the Chinese market, it renamed itself “Bensi”, thinking it would be easier for Chinese people to pronounce. It did not realise, however, that Bensi translates to “rush to die”. Not exactly ideal for a car manufacturer.
This example shows what can happen when a company overlooks the importance of consulting local market specialists.
What Famous Brand Names Really Mean
This raises the question: what makes a brand name successful, and what guides companies in choosing one? Broadly speaking, brand names tend to fall into specific groups.
Some names, for instance, are simply descriptive. Being a learner of German, the first example that comes to mind is Volkswagen. The name combines Volk (“people”) and Wagen (“car”) to reflect the brand’s original mission: producing reliable and affordable cars for the masses, hence the name “people’s car”. Or take Volvo, which comes from the Latin verb volvere, meaning “to roll”.
Pret a Manger is another great example: the name comes from the French and means “Ready to eat”, an accurate representation of this chain’s food and beverage offering.
Other brand names aim to be more inspirational and encourage action. LEGO, for example, is an abbreviation of the Danish words leg godt, which mean “play well”, an invitation to enjoy the company’s products. But there is more: LEGO also means “I assemble” in Latin, which is exactly what you would do with your new LEGO set.
Nintendo, on the other hand, is thought to mean “leave luck to heaven”, inviting players to rely on their skills, rather than luck, although this interpretation has never been officially confirmed.
Some brand names, rather than pointing out their goal or inspiring people, pay homage to their founders. Audi, for example, takes its name from August Horch, whose surname corresponds exactly to the imperative of the verb “to hear” in German. Translated into Latin, that becomes “Audi”.
HARIBO is another interesting example: it is an acronym formed by joining the name of its founder and his birthplace: HAns RIegel, from BOnn. And, following a similar approach, there’s ASICS, built from the Latin phrase Anima Sana In Corpore Sano, “A sound mind in a sound body” in English, a very fitting name for a sportswear company.
What Our Name Says About Us
Given its clear understanding of the power of words, it is only natural that a multilingual content agency like Locaria would put great care into choosing its name. Locaria, in fact, is a blend of loc (from “localisation”, the process of adapting content to local languages and cultures) and aria (a self-contained piece for solo voice, often appearing in operas, and which carries connotations of expression and harmony).
This neologism captures our mission: carrying messages across cultures and markets in a natural and seamless way. This is what guides my work every day and reminds me that, whatever the task, culture should always be at the centre.
Author: Miriam Trevisan, Italian Linguist at Locaria
Research by: Simon Ambrose, Growth Director at Locaria
