Tuesday, November 29, 2011

Project Highlight: Thirvin International Localizes Their Business Name

A Precision Language & Graphics, Inc. client has firsthand experience with translating a company name for use in the Chinese market. Thirvin International, formerly known as East West Wine Company, actually chose to change their English company name in order to have a stronger impact on the Chinese market. After learning that the company name East West Wine would not translate well into Chinese, the executives at Thirvin spent some time trying to think of a name that was not used in commerce anywhere in the world and that would translate well into Chinese. They eventually came up with the name Thirvin, which is short for “thirsty for wine”. The Chinese name, 石玟 (pron.: shiwen), breaks down to mean “stone” () and “pattern of jade” (). This name sounds elegant and powerful and is also easily pronounced in Chinese.

PLG has worked conjointly with Thirvin to overcome any language barriers while operating in Mainland China. Services have ranged from translation of business cards, to translation of product lists… and even a product name. Stateside is a particular name for a very specific line of wine that needs to be localized for the Chinese market. In order to translate the name effectively, Thirvin International was required to explain the meaning of the name. Kim Miller, Chief Marketing Officer for Thirvin International, explained the meaning of Stateside, “[Stateside] is wine that comes from the United States. It’s meant to convey pride and honor [for] the land from which it originates.” Wines produced by Thirvin International are intended to express powerful elegance.

The translation itself has yet to be completed. If you can imagine, creating a transliteration of a name that carries a very specific connotation can be a great challenge. In the process PLG has presented Stateside translations, while Thirvin has collaborated with their China team for feedback. After working together on a few threads of emails and conference calls, the task is almost completed. When attempting to translate business or product names, one should keep in mind that it is no small task. There needs to be a willing effort from both parties to create, rather than identify, a translation.

Thirvin international’s tagline is “California Wine for Every Occasion.” In working directly with the team, it becomes evident that they wholeheartedly believe this. They strive to provide award winning, world-class California wine to Mainland China. The Chinese marketplace has recently seen a surge in wine consumption, and Thirvin aims to please every palate. For more information on Thirvin International, please visit their website at www.thirvin.com.

For more information on PLG’s marketing oriented translations, please visit us at www.plg-online.com.

Happy drinking! 

No comments:

Post a Comment

The PLG Reader is powered by plg-online.com