Translation of brands and company names

Perhaps the most difficult part in translation is the transliteration of names. The way out is to contact a professional Bureau. What to do if terms "burn"? Experts advice will help you to understand all the issues.

For example, you want to present in a foreign language the name of the company, institution. First of all you need to make a translation of the name of the entity. Transliteration of products or services provided by companies is important. The first stage is difficult for the translator.

Briefly about the main rules

Faced with a difficult moment in the text, the specialist will turn to the special literature. The problem is that this topic is underrepresented in printed publications and on the forums of linguists on the Internet . The authors mostly focused on the translation from English language into Russian. What to do is a reasonable question.  Some rules may give answers on them.

Rule № 1. It is necessary to consider different variants of translations. 

While doing translation work on a specific task, it does not hurt to get acquainted with the essence of the activities of the institution whose name you want to translate. In this case, the recipient of the translated text will be able to find the organization in the network.

Rule № 2. Do not ignore the rules of the English language.

Any foreigner, after reading the translated text, should understand its essence. The content should not be abstracted from the main order. It is for this reason that a self-respecting translator does not deviate from the rules of a foreign language.

Here are some  translator's errors encountered on the Internet 

- Chips "Русская картошка" and "Лейз" - the cheeps "Russkaya Kartoshka" and "Lay's".

In the example, the use of calque translation is obvious, that is, there is a literal translation. This is wrong.

The right option: the Russkaya Kartoshka and Lay's cheeps.

Take note! Using double quotes is not correct. They are used to enter quotes in the text. The specialist refers to the rules of the language. As a result, it is difficult for the reader to understand such a format.

Rule № 3. The global network can help!

Looking at the forum Multitran, a well-known online dictionary, the translator will find a lot of life hacks for high-quality work.

For example, a specialist translates the name of ОАО "Спектрум" as Open JSC "Spectrum". In fact, there should be: Spectrum OJSC.

The complexity of this issue is reduced to the problem of transliteration of the name of the institution in organizational and legal terms. Based on the generally accepted norms, it is allowed to write the abbreviation from Russian OAO as OAO in a foreign language, since the two concepts of OAO and JSC can not be considered equivalent.

Interesting fact: professional translator will confuse the reader of the text by entering the abbreviation JSC.

To sum up, what should we recommend to translators?

1. It is recommended to use Internet systems. Virtual assistants will help you to see the frequency of use of the name.
2. Under the English language rules, the first place in a sentence for the translation of the name of a Corporation is assigned to the name. The second position is given to the clarifying element. Quotes are excluded. You need to write the name in capital letters, the clarifying component is written in lowercase letters.
3. It is recommended to use professional, specialized dictionaries, online portals, websites of international corporations, to share questions and answers on language forums.