在中国的外国公司如何取中文名字
The Chinese names of some well-known brands might sound silly in English, but they’re key to helping foreign companies earn billions in China, where a name is thought to make or break your luck. For companies, coming up with a name that fits the firm is difficult enough. But it’s even more challenging in Chinese, which has many dialects and scores of homophones(同音异形异义词) that can lead to unintended double entendres(双关). For example, in Chinese, the word for “tall” sounds exactly like the word for “cake” — they’re both pronounced “gao.”
“The wrong name will just give the wrong impression,” said Tait Lawton, founder of Nanjing Marketing Group. Foreign firms have “to understand there is meaning in Chinese characters.” Best Buy (BBY), for example, didn’t have a very attractive Chinese name, using a near-direct translation from English, Lawton said. It’s hard to say that the name had something to do with its business, and the electronics retailer(零售商) never became popular in China, then it changed its name in 2011.
Some brands have found success with names that not only sound like their English names, but also have significant meaning in Chinese. Coca-Cola (KO) came up with a clever one, “kekou kele,” which means “delicious fun,” and stays true to the original English. On top of that, part of the name sounds like the Chinese word for “thirsty.”
While that kind of significance might be lost to a foreigner’s ears, it’s something that sticks with Chinese consumers, who are more inclined to remember the Chinese name over the English one, said Vladimir Djurovic, CEO of Labbrand, a company that helps foreign firms brand in China. Banks, for instance, seeking to attract the rich, should consider names that give off the impression of wealth. Goldman Sachs’ name in Chinese is “gao sheng,” or “highly prosperous.” London bank HSBC went with “hui feng,” which roughly translates to “gathered abundance.” Others, like French grocery chain, Carrefour, will want to appear more consumer-friendly. Its Chinese name, “jia le fu,” means “happy family.”
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1.From the first paragraph we can know that _________.
A good names are important for foreign companies in China
B Chinese names of some famous brands sound really silly
C challenges will disappear for foreign companies in China
D names of foreign companies should be pronounced “gao”
解析：选A。A 推理判断题。根据文章第一段第一句的...but they're key to helping foreign companies rake in billions in China...可知好的名字对在中国的外国公司来说是很重要的。
2.Why did Best Buy change its name in 2011?
A Because it wasn’t translated directly.
B Because it didn’t turn to others for help.
C Because the meaning was hard to understand.
D Because the name had little to do with its business.
解析：选D。D 细节理解题。根据第二段的 It’s hard to say that the name had something to do with its business, and the electronics retailer( 零 售 商 ) never became popular in China, then it changed its name in 2011.可知该公司的中文名字和它的商业关联不大，所以从未在中国流行起来，才被迫改名字。故选 D。
3.Who would be interested in the article?
A A foreign businessman in China.
B A Chinese student learning English.
C An electronic retailer in China.
D A shopkeeper in the United States.
解析：选A。A 推理判断题。综合全文可知文章讲述的是外国公司取中国名字的事，因此那些想在中国做生意的外国人应该会对本文感兴趣。故选 A。
4.Banks should name themselves by trying to be _________.
A consumer-friendly
B showing happiness
C symbolizing the wealth
D gathering drinks
解析：选C。C 推理判断题。根据第五段第一句的 Banks, for instance, seeking to attract the rich, should consider names that give off the impression of wealth 可知银行应该取一个象征财富的名字。故选 C。