3 things to consider when choosing a brand name
PRDaily : By Beki Winchel | Posted: September 11, 2014
What’s in a (brand) name?
品牌名有什麼關係嗎?
Business Insider recently created a video guide to help folks properly say 15 brand names
that are commonly mispronounced, including Fage, Stella Artois, Porsche, and Guerlain.
，其中包括 Fage (優格)，時代啤酒，保時捷，和嬌蘭。
PS: Shakespeare ( What’s in a name? That which we call a rose, by any other word,
would smell as sweet. )
Many brand names are daunting to say (have you tried to pronounce designer fashion names?).
There can be a number of reasons behind those difficult eponyms, such as a founder’s name,
regional inspiration, or sentimental purposes.
許多品牌名令人望而生畏（你嘗試發音過時裝設計師的名字嗎？）。
在那些困難的名祖命名一定有很多原因，比如創始人的名字，當地靈魂人事物，或深情的目的。
Lululemon founder Chip Wilson created the brand name due to the lack of the letter “l” in
Japanese phonetics. Wilson said the company assumed Japanese consumers would find
the name authentically North American.
Lululemon 的創始人Chip Wilson 創建品牌名起因是日本的音標缺乏字母“L” 而立。威爾遜表示，
公司需承擔假定日本的消費者會發現北美確實的品名。
While that’s one reason to choose a brand name, here are three additional things to consider
when settling on an organizational moniker :
1. Give people something to say.
1，讓人們有話題可說。
According to Forbes, brand names should “fall into the ‘welcoming, inviting, and user-friendly’
category.” If you think people won’t visit your storefront or restaurant because they can’t
pronounce it, think again. They might suggest going somewhere else to avoid the confusion.
據福布斯，品牌名稱應該“屬於”受歡迎的 熱情，吸引人的和人性化“之類別。
“如果你認為人們不會訪問你的店面或餐廳，是因為他們不會念你的品名發音，那再想想。
他們可能會建議去別的地方，以避免混淆。
It’s also important to realize your consumers might pick a nickname for your brand, or settle on
calling it something else entirely. Although the correct way to say “Porsche” is “Porsch-ah,”
people still say it without the final syllable.
正確的方式說“Porsch e” 應是“Porsch-ah,” 人們仍然不會念最後的音節。
Take a lesson from Steve Wilhite, the founder of the GIF. When asked about the hard ‘”G”
pronunciation of the word, he said, “the Oxford English Dictionary accepts both pronunciations.
They are wrong. It is a soft ‘G’, pronounced ‘jif.’ End of story.”
就從Steve Wilhite，GIF的創始人教訓來說。當問及字詞發硬音“的”G“ 時，他說，
“牛津英語詞典，可同時接收兩這發音。但他們錯了。“G”，在此是發一種柔軟的音
為“jif。”此為故事的結局“。
Sorry, Wilhite. No amount of explanation or outrage will change that hard “G” in people’s minds.
Unless you want to be stuck explaining how to really pronounce your brand’s name, you’d do well
to see how easy people find it to say.
對不起，Wilhite。沒有大量的解釋或憤慨會改變人們心中這種硬音“G”的存在發音。
除非你想困難的解釋你的品牌名字如何真正發音，你需做得很好以讓人家很容易如何說它。
2. Finding your brand should be easy.
Another thing to consider when choosing a brand name is how easily consumers can find you,
on and offline. Will your brand’s name and accompanying website be easy to spell? Are there
other companies with similar names that could cause confusion?
另一個要考慮在選擇品牌名是消費者能如何容易就可以找到你，不論是上線或離線。你的
品牌名稱和相應的網站很容易拼寫？是否有其他公司類似名稱，可能導致混肴呢？
Checking domain
names as well as any registered trademarks connected to the potential brand
name(s) will save you a future headache. The last thing you want to do is pay a domain
squatter a premium in order to have your desired website, and you certainly don’t want a
legal battle.
檢查網域名稱
命名稱且任何品牌註冊商標 連接到潛在的品牌（或名稱）會為你節省日後頭痛。最後一件你
需做的事是為你想要的網站支付註冊的網域溢價，，你肯定不希望來場法律戰。
3. Don’t let things get lost in translation.
3，不要讓事件迷失在翻譯裡。
Brands that have global audiences need to research how their brand names, product names,
and taglines translate in other languages and cultures.
有全球觀眾的品牌需要研究如何將自己的品牌名稱，產品名稱，和標語翻譯成其他語言和文化。
The American Dairy Association translated their tagline “Got Milk?” but ended up asking Mexico consumers if they were lactating. Other brands such as Ford, KFC, and IKEA all experienced unfortunate reactions internationally when they translated their names and slogans.
美國奶業協會翻譯他們的口號：“喝牛奶？”，但卻因詢問墨西哥消費者，他們是否被哺乳
而結束。其他品牌，如福特汽車，肯德基，宜家當他們翻譯他們的名字和口號。 都經歷令人
遺憾的國際反應。
While these translation errors can be funny, sometimes they’re downright offensive to new
audiences. You can avoid the potential for embarrassment with a little early research.
Difficult-to-pronounce brand names are not the end of the world. The energy drink Xyience
(the name of which is pronounced like “science” but with a “z” sound), for example, used the mispronunciation in a marketing video:
雖然這些翻譯錯誤可能是有趣的，有時這對新客戶是徹底的攻擊。經過一點早期的研究。
您可以避免尷尬的可能。
難發音的品牌名稱並非世界末日。能量飲料Xyience（它的名字發音如“[ˋsaɪəns] ”，但
是用“Z”的聲音），例如，在視頻營銷的發音錯誤：
Not every brand can pull off a punch to the face, though, no matter if it’s literal or linguistic.
不過，不是每個品牌都能實現命中要騖，不管是文字或語言上。
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