brand glossary: transliteration

Transliteration is the process of creating a name or term in a foreign or alternate language for an existing name or term, by prioritizing similar concepts, ideas and/or sounds over a direct, word-for-word translation. By transliterating, rather than translating, we are able to combine both the way the name or term sounds with what we want it to communicate, creating a new name or term that conveys a connection to the English brand while maintaining cultural relevance. Transliterated brand names are often used to help a global brand show a local focus in foreign markets.

See also: Transcreation