Doing business in China as a multinational company usually is a bilingual or multilingual process. Translation plays such a key role in many aspects — but especially in branding and marketing, and I feel compelled to share two brilliant examples I saw at Chinaplas.
As we know, injection molding press maker Engel strategically positioned its new unit Wintec to make “commodity” machines. But how do you translate that into Chinese? Actually the direct translation is not effective in conveying the intended meaning here. Actually it's kind of confusing. It doesn't sound right and it doesn't sound good.
Wintec came up with a smart solution. It basically ignored the English word, and instead used a Chinese phrase that means “mid/high-end.” It accurately delivers Wintec's branding strategy in the marketplace and it sounds nice.
The other example is Dow Chemical's Pack Studios. In fact, Dow Packaging & Specialty Plastics Business President Diego Donoso told me that the Shanghai site is the only place where they translated “Pack Studios” to the local language. The company simply uses the English name for its other Pack Studios in Freeport, Texas (of course); Horgen, Switzerland; and São Paulo.
Donoso didn't say why they made an exception for China. But I suspect it may have a lot to do with the overwhelming importance of the local language in the Chinese market. However, the word “studio” doesn't translate that great. The direct translation sounds rather small, dull and unimpressive.
So instead, Dow named its Shanghai Pack Studios “Pack Master(s).” It's witty, to the point, and culturally adept.