Should Names Be Translated? Key Factors to Consider for Global Brands
Hello and welcome to an in-depth look at one of the most hotly debated topics in translation and localization. Many people wonder, "Should names be translated?" while creating content for a global audience. If you work in gaming, publishing, marketing, entertainment, or any other industry that communicates with people all over the globe, this subject will have an impact on how people perceive your brand and how your message travels worldwide.
This post is intended to help you make sense of the difficult choices that inevitably arise. We will discuss cultural, linguistic, legal, marketing, and brand identification challenges that all businesses should consider.
Many companies underestimate the impact of names on trust, clarity, and emotional connection. If you've ever wondered if the names of your characters, businesses, locations, or goods should remain the same or be changed for a worldwide audience, you've come to the right place.
Read all the way to the end since the final section contains strategic recommendations that many multinational organizations are unaware of. When you finish, you will have all of the knowledge you need to properly create your worldwide communication strategy.
Why the Question “Should Names Be Translated” Matters
The question ‘should names be translated’ is not as simple as it appears. Names carry identity. They shape perception and influence emotional and cultural responses. A name can spark trust or confusion. It can be familiar or foreign. Translating it can preserve clarity, but it can also risk losing authenticity.
In the localization industry, this is not a technical decision. It is a strategic choice that affects branding, storytelling, legal compliance, and user experience. Companies that expand into new markets often face this dilemma when localizing websites, in-game characters, marketing materials, user interfaces, novels, films, or even internal documentation.
According to a study by CSA Research, 76 percent of consumers prefer to purchase products with information in their own language, which suggests that clarity and familiarity significantly influence behavior. While this does not directly answer whether names should change, it highlights how important linguistic comfort is for international users.
For global companies, the challenge is balancing clarity with consistency. Names are not mere labels. They can represent heritage, intellectual property, or worldbuilding. Therefore, the decision affects not only translators but also brand strategists, legal teams, product managers, and cultural experts.
Key Principles in Deciding Should Names Be Translated
When discussing whether names should be translated, professionals rely on a set of principles derived from cultural studies, linguistics, brand management, and user experience research. Below are the main considerations that help determine the correct approach.
Cultural Sensitivity and Audience Expectations
Cultural meaning plays a pivotal role. In some markets, audiences expect foreign names to remain untouched to preserve authenticity. In others, localization is preferred to ensure comprehension.
For example:
- In East Asian markets, character names in games are often adapted for easier pronunciation and cultural resonance.
- In European literature markets, foreign character names often remain unchanged because readers expect authenticity.
The question should names be translated becomes a cultural decision. Some cultures are more accepting of foreign names, while others prioritize local linguistic accessibility.
Linguistic Barriers and Pronunciation
Names that are difficult to pronounce may alienate audiences. If a name is essential for user immersion, particularly in games and novels, translators and localization experts sometimes adapt the name to fit the phonetic rules of the target language.
This factor becomes crucial for:
- Character names in games
- NPC names in RPGs
- Item names in fantasy novels
- Voice-over scripts where pronunciation consistency is critical
If a name significantly disrupts comprehension, the question should names be translated often leans toward adaptation for phonetic clarity.
Branding and Market Identity
Brand integrity is often the deciding factor. Well-established companies typically keep their brand names unchanged to maintain global consistency. Examples include Google, Samsung, and Toyota.
However, some brands successfully localize their names:
- Coca Cola adapts its name in Chinese to 可口可乐 (Ke Kou Ke Le)
- Dunkin’ Donuts adapts into several scripts worldwide
- Disney movies localize character names in certain regions
This proves that the choice is not rigid. The question should names be translated depends on whether the transformation helps or harms brand identity in the target market.
Types of Names That Raise the Question: Should Names Be Translated
Different types of names require different strategies. Below is a structured breakdown used by professional translation and localization teams.
Character Names in Games and Fiction
This is one of the most debated categories. Character names often have meaning, symbolism, or worldbuilding intent.
Translators evaluate:
- Meaning embedded in the name
- Cultural connotations
- Story context
- Genre expectations
- Pronounceability
For fantasy games, names often contain hidden meanings. If the target audience values understanding the symbolism, translators may choose to adapt the name. For example:
- In The Witcher localizations, some names change to preserve the intended impression.
- In anime localization, certain Western names are adapted to match cultural expectations.
Real Person Names
Real people’s names are usually not translated. Instead, they are transcribed or transliterated following linguistic rules.
However, exceptions exist:
- Royal names (for example Kings or Popes) are traditionally localized in European languages.
- Historical figures sometimes have established local language versions.
Place Names
Place names follow specific international standards. Many countries use exonyms, which are established foreign language versions of place names.
Examples:
- Germany becomes Allemagne in French
- Florence becomes Firenze in Italian
However, some modern localization strategies encourage the use of official local names unless readability is affected.
Product Names and Feature Names
Product naming is a high-stakes decision because it impacts brand recognition and customer trust. Companies must consider trademark rules, cultural norms, and market behavior.
Some product names are localized to:
- Avoid unintended negative meanings
- Improve memorability
- Strengthen local market appeal
The Role of Translation Techniques: From Transcription to Creative Adaptation
Localizers rely on established translation techniques when answering should names be translated.
Transcription
This approach converts the name phonetically into another script. This is used in:
- Japanese games transliterated to Latin script
- Russian names written for English audiences
- Arabic brand names entering Western markets
Transliteration
Transliteration converts names letter by letter, focusing on accuracy rather than pronunciation. This method is preferred in technical materials, documentation, and legal contexts.
Adaptation or Transcreation
Some names are recreated to fit cultural meaning. This technique is used when literal translation fails to evoke the original intent. The choice directly affects how brands answer should names be translated.
Case Studies: How Global Brands Handle the Question Should Names Be Translated
Case Study 1: Video Game Localization
Companies like Nintendo and Square Enix often adapt names heavily for Western markets to preserve character personality. Meanwhile, studios like FromSoftware maintain original Japanese names to retain authenticity.
This difference highlights that the decision of whether names should be translated depends on genre and audience expectations.
Case Study 2: Film and Animation
Disney localizes names of comedic characters to ensure humor is understood across markets. Pixar movies often keep names unchanged unless wordplay is crucial.
Case Study 3: Publishing and Novel Translation
Classic literature often keeps original names. However, children’s books frequently adapt names for readability. Research published in The Translator journal emphasizes that reader age is a dominant factor when deciding should names be translated.
Also read: Understanding the TEP Process (Translation, Editing, Proofreading) for Better Translations
Practical Guidelines for Companies That Ask Should Names Be Translated
Below is a decision framework used by professional localization teams.
- Step 1: Identify Name Function
- Step 2: Analyze Cultural Expectations
- Step 3: Evaluate Linguistic Complexity
- Step 4: Consider Brand Strategy
- Step 5: Check Legal Requirements
- Step 6: Run Market Tests
Also read: The Future of Entertainment Localization: Trends in 2025 and Beyond
Recommendations Before Finalizing: Should Names Be Translated
Based on industry practices, company case studies, and linguistic research, here are the strategic insights:
- There is no universal rule
- Cultural expectations affect name acceptance more than linguistic rules
- Brand names should be approached differently from character names
- Legal standards in each region can change the entire decision process
- User testing reveals valuable data before deciding whether a name change harms or helps a global launch
- Phonetic consistency and readability significantly influence user immersion
Making the Smartest Decision for Global Naming Success
Names carry weight, identity, and emotional meaning. Understanding whether to adapt them or keep them as they are requires both linguistic expertise and deep cultural insight. For companies expanding globally, the question of whether names should be translated must be evaluated strategically across cultural, linguistic, legal, and branding perspectives.
High quality translation and localization require highly trained specialists who understand cultural nuance, creative adaptation, linguistic structure, and global brand strategy. If you need to localize your business or want expert guidance on your naming strategy, our professional team is ready to support you with skills in translation, transcreation, cultural consulting, game localization, voice-over, and technical adaptation.
Ready to strengthen your global brand identity with expert localization?
Discover how Digital Trans Asia helps businesses adapt names, content, and messaging for international markets with precision and cultural insight.
Visit https://digital-trans.asia/ to explore our services, connect with our specialists, or learn more about career opportunities in localization and translation.
Your global success starts with the right naming strategy.