Trademark localization
Description
When a brand expands internationally, its trademark does not automatically travel with it. A name that sounds prestigious in English might sound ridiculous, offensive or nonsensical in another language. Even worse, it might be phonetically similar to a registered trademark already owned by a local competitor. Trademark localization bridges the gap between marketing ambition and legal reality.
This process is far more complex than standard translation. It often involves transcreation or transliteration, particularly when moving between different writing systems (such as Latin to Chinese, Arabic or Cyrillic). There are generally three approaches: phonetic adaptation, semantic adaptation and hybrid adaptation. Beyond linguistics, trademark localization is a critical legal step. In "first-to-file" jurisdictions like China, if a company does not register a localized version of its name, it has no legal right to it. Therefore, trademark localization must always be paired with availability searches and clearance to ensure the new name is free to use and register. Effective trademark localization requires a unique collaboration between creative teams (who ensure the name is catchy and on-brand) and legal teams (who ensure the name is distinct and protectable).
Example use cases
- Entry: Developing a Chinese name that reflects the brand’s prestige and phonetic identity.
- Rebranding: Adapting a new corporate identity so that it works across 50+ markets.
- M&A: Harmonizing trademark portfolios post-acquisition to ensure consistent brand architecture.
- Slogans: Rewriting taglines so they deliver the same emotional punch in local languages.
- Identity: Adjusting logos or color schemes to align with local cultural symbolism.
Key benefits
RWS perspective
At RWS, we view trademark localization as the intersection of creativity and compliance. We are uniquely positioned to handle this challenge because we combine the world’s leading IP Services division with a dedicated creative localization agency.
Our approach integrates these two disciplines. Our linguists and copywriters develop naming options that capture the brand’s essence, while our IP research team simultaneously validates those options against global trademark registers to ensure availability. This Human + Technology workflow prevents the common pitfall of falling in love with a name that cannot be legally protected. By treating trademarks as both creative assets and legal property, RWS helps organizations build global brands that are safe, secure and culturally powerful.