Read the following results of a research on brand translation and try to find out in what way it can be improved. Please write your answer in the space provided.

When considering the translation of a brand name into a foreign language there are various factors a company must consider. Perhaps the most difficult obstacle to overcome is to create a brand that is culturally acceptable. This means that simple literal translation and transliteration techniques are often insufficient to guarantee that a brand will be accepted by the target market. The example of Opium perfume, a top brand of ladies’ perfume in the European and American markets, is a perfect example of how social and historical contexts can seriously affect the marketability of a brand. In Europe, the period of time around the Opium Wars is now seen as a romantic and exciting time, when European countries influenced the world. However, China suffered during this time, particularly during the Opium wars, and the connotation of the brand is one of European and, in particular, British imperialism. In view of this fact, Chinese companies need to employ marketers who fully understand the culture of the foreign market and consult them in the choice of brand names.

Foreign businesses should similarly be very careful when choosing transliteration as a method for translating their brands. Though some Chinese characters are themselves very similar in sound to the foreign brands, they may have many different connotations, so the combination of characters used must be selected very carefully.