Localization Strategies on Trademarks of Well-known Foreign Enterprises: A Case Study of Labbrand

By Zhang Xinyan

In partial fulfillment of the requirement

For the B. A. degree

Department of English

College of Liberal Arts

Nanjing University of Information Science amp; Technology

May 2018

Acknowledgements

My most profound gratitude goes first to my supervisor Dr. Liu Jiehai, who offers me valuable suggestions during my preparation for this thesis. From the choice of subject to the final project, his meticulous scholarship and rigorous standards have always inspired me to better my work. Besides, I could not dig myself into data collecting, cases analyzing and critical thinking without his care and encouragement.

Then, I would also express my great appreciation to all who supported me at the time when I was absorbed in my thesis, especially to my classmates and roommates who stimulated my mind in our communication.

Localization Strategies on Trademarks of Well-known Foreign Enterprises: A Cases Study of Labbrand

Zhang Xinyan

Department of English

College of Liberal Arts

Nanjing University of Information Science amp; Technology

Abstract: As increasing numbers of foreign enterprises are entering the Chinese market, a good localized trademark plays a crucial role in attracting customers and setting up the corporate image. Firstly, this paper describes linguistic characteristics of trademarks. Then, it analyses the localization strategies on trademarks of well-known foreign enterprises based on the case study of Labbrand. In addition, it studies the application of the five strategies when confronted with three factors affecting the trademark location. Lastly, it discusses the significance of these strategies in both the localization of overseas enterprises and the internationalization of Chinese enterprises.

Keywords: foreign enterprises; trademark; localization; translation; Labbrand

摘 要：随着越来越多的外资企业进入中国市场，一个好的本地化商标对于吸引客户和树立企业形象而言很重要。本文首先描述了商标在语言学方面的特征；然后基于“朗标”客户案例分析出知名外资企业的商标本土化策略；接着研究这五种策略在商标本土化三要素影响下的应用；最后，讨论这些策略对外国企业本土化和中国企业走向国际化的意义。

关键词：外资企业；商标；本土化； 翻译； 朗标

Contents

1. Introduction 1

1.1 Origin of the research 1

1.2 Scope of the research 1

2. Localization of trademark 1

2.1 Definition of trademark 1

2.2 Localization 2

2.2.1 Definition of localization 2

2.2.2 Localization vs. Translation 2

3. Methodology 3

3.1 Design 3

3.2 Method: case study of Labbrand 3

3.3 Data collection 3

3.3.1 Source 3

3.3.2 Procedure 4

3.4 Discussions 4

4. Features of trademarks by Labbrand 4

4.1 Phonological features 5

4.2 Morphologic features 5

4.3 Semantic features 6

5. Translation strategies 7

5.1 Transliteration 7

5.2 Literal translation 8

5.3 Combination of transliteration amp; literal translation 8

5.3.1 Homophone translation 8

5.3.2 Combination of sound and meaning 10

5.4 Free translation 10

5.5 Image translation 11

6. Factors affecting the localization of trademark 12

6.1 The product 12

6.2 Cultural differences 12

6.3 Psychology of the target consumers 13

7. Implication 14

7.1 Methodological implication 14

7.2 Theoretical implication 14

7.3 Internationalization of Chinese enterprises' trademarks 14

Appendix.....................................................................................................................16

References...................................................................................................................17

1. Introduction

1.1 Origin of the research

With the development of globalization and China’s entry into WTO, increasing numbers of overseas enterprises are entering the Chinese market. The first and indispensable step for an international enterprise to take roots in the local market is to localize its trademark because the trademark will not only represent the enterprise’s image, but also be the fast and direct way to impress the target groups. So, this thesis analyzes many successful trademarks from the customers’ cases of Labbrand, a brand consultancy, and concludes some strategies, hoping to provide a reference for the foreign enterprises that will develop in China as well as to inspire the Chinese enterprises for their internationalization.

1.2 Scope of the research

Firstly, the process of localization, referring to the actual adaptation of the product for a specific market, involves four issues, namely, linguistic, physical, business and cultural, and technical issues described by the Localization Industry Standards Association (LISA). The primary focus of the thesis will be put on the linguistic and business and cultural parts, which are more closely associated with trademarks. Then, according to the article 8 of Trademark Law of the People's Republic of China revised in 2014, a trademark includes any word, device, any letter of the alphabet, any number, three-dimensional symbol, color combination and sound, or any combination thereof. Among all of these elements, the focus will be on the words, letters and devices on account that sound trademarks, color trademarks and three-dimensional trademarks have only appeared in recent years and can be hardly representative. In comparison, visually identifiable trademarks in flat forms are more conventional and in great numbers. In addition, apart from the customers’ cases from Labbrand, a consultancy corporating with many successful foreign companies, some new and typical examples of other well-known enterprises will be taken too.

2. Localization of trademark

2.1 Definition of trademark

A trademark is a sign capable of distinguishing the goods or services of one enterprise from those of other enterprises. As registered brands, trademarks are protected by intellectual property rights. (WIPO)

People often hear the term “brand” used interchangeably with the term “trademark”. However, there is a legal difference between the two words. A trademark is a mark that legally represents something, usually a business, by their goods or services. A brand name, however, is the name that a business chooses for one of their products. A brand identifies a specific product or name of a company. A trademark includes any device, brand, make, label, name, signature, word, letter, numerical, shape of goods, packaging, color or combination of colors, smell, sound, movement or any combination thereof which is capable of distinguishing goods and services of one business from those of others. A brand can also become a trademark. For example, Ford started making cars in 1903, and started using the now famous oval Ford logo in 1907. Nonetheless, it was not until 1909 that the brand name Ford was registered as a trademark and today the brand name Ford is now a worldwide trademark. So, in view of the identification of trademark and brand, the choice of trademark localization instead of trade name translation is more appropriate in the society people caring more about proprietary and regionalism.

2.2 Localization

2.2.1 Definition of localization

Localization is the process of modifying products or services to account for differences in distinct markets (Lommel, 2007:11). In a broad sense, it is the second phase of a more significant process of product translation and cultural adaptation (for specific countries, regions or groups) to account for differences in distinct markets, a process known as internalization and localization. Since the late 20th century, with the deepening of economic globalization, “localization” has become one of the highest-performing terms for foreign enterprises in their development. And foreign enterprises regard localization as a key to enter the Chinese market because Chinese long history and splendid culture, very different from other countries, make Chinese people have our unique taste towards products and services.

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