Translating product names

Sometimes product names should be translated—and sometimes they shouldn’t. Broadly, there are two scenarios. The first, and most common, is when the client has already decided (e.g., if Volkswagen commissions a translation about the New Beetle, VW has already studied the issue and decided not to translate the name for Spanish-speaking markets). The second, typical of smaller companies, is when the client has no fixed view. In that case, you should guide them.

In some cases, names are registered trademarks, and therefore should not be translated—except in the uncommon case of unfortunate or offensive meanings, which we discuss below.

In general, names are left untranslated, especially when translating from English or another Romance language, because the original name uniquely identifies the product. Changing it invites confusion and consistency problems. That said, there are situations where the advantages of keeping the original do not outweigh the drawbacks.

Sometimes a name conveys useful information to the reader. In that case, either translate the name or compensate for the lost information. For example, suppose a Dutch company makes two models of motorised blinds: a fast version called Jachtluipaard and a slow one called Schildpadden. The model names mean cheetah and turtle, chosen to signal speed. If the Spanish translation keeps the original Dutch, the reader loses that cue. It may be sensible for the translator to add adjectives: instead of “the Schildpadden model is suitable for…”, write “the slow Schildpadden model is suitable for…”.

This example also highlights another drawback of keeping the original: pronounceability. Why make life harder for a salesperson (and the customer) trying to discuss the merits of the Jachtluippard model? Can someone who doesn’t speak Dutch pronounce it? Those names—Jachtluippard and Schildpadden—would be ill-advised for the Spanish market, though they might be acceptable elsewhere (e.g., Germany or Denmark).

Warning. If you spot model or brand names that could be offensive or embarrassing, flag it to the client. That’s part of your job. You’re not only translating meaning—you’re also conveying tone and style.
Remember Mitsubishi Pajero, which is marketed as Mitsubishi Montero in Spanish-speaking countries. Pay particular attention to potential sexual double entendres, which tend to draw disproportionate media and public attention.

Tip: if you’re unsure whether to translate a product name, ask the client early—don’t leave it to the last minute.

© 2025 Alejandro Moreno Ramos, www.ingenierotraductor.com