How is it in Russian Bashny.Net

Adaptation of the international names to the local market - not an easy process, sometimes even harder than creating a new name.
The history of the global naming knows many cases, when the output of the product in the international market, he had an urgent basis to change the name because of discordant or because of stupid brand name translation into the language of the new country sales.
Another problem that often arises, but which few people pay attention, is the convenience of pronouncing foreign names for non-native speakers.




Nike



The brand name comes from the name of the goddess of victory Nike and the original sounds "Nike." This is how to pronounce it in the United States. However, ignorance of this fact on the one hand, and the rules of reading the English word «nike» on the other hand, led to widespread in Europe in general and Russia in particular incorrect transcription of "Nike". Wrong in fact, not only the name stuck and stuck, but also used in the title of the official representative in Russia.

Lamborghini



Italian manufacturer of luxury sports car called the "Lamborghini". According to the rules of reading in Italian, if after «g» should «h», it reads like a "G". But in Russia is so common incorrect pronunciation "Lamborghini" that even auto search system Google gives his name. But if you say Italian Lamborghini familiar way, you look like an idiot that has caused serious offense.

Garnier



Previously brand Garnier (part of L'Oreal) voiced himself in Russian as Garnier (mark has been registered in Russia since 1991) - in the tradition of French brands such as transmission Perrier (Perrier) or Courvoisier (Courvoisier). And submarki were in the French spirit, supporting Parisian origin of the product: Moel Garnier Garnier De invizible, Cristal Blonde Garnier.
Later on the results of focus groups Brand refused to correct pronunciation and transcription replaced on the transliteration - apparently assuming that buyers so it's easier to read her name. In Russia they know a foreign language five percent of the population. Then she Garnier, despite the parasitic association with garnish: but as I hear, and almost written.
Cosmetic name change, despite the media weight until help: network people continue to write the name and the old style, and even complete transliteration: Garnier, Garnier, Garnier and even the Guarani.
Throwing sets the tone of the brand itself, using the Russian site three options Neumann in one sentence: "The history of the brand Garnier began in 1904, when Alfred Amour Garnier - barber, perfumer and haberdasher of Blois - released its first product, hair lotion Garnier».
And in general, without naming subbrendovom Carl and Clara did not understand: Color Nechralz, Dusёr Blonde Garnier, Garnier Belle Color ...

Hyundai



Translated from the Korean «Hyundai» means "modernity." Correct Russian transliteration of the word - "Hyundai" with the accent on the last syllable. In the name of the Russian advertising delicately try not to say, limited only English-language writing, although the official website of the company used the spelling "Hyundai". The people also refer to the Korean automaker and "Hyundai" and "Hyundai" and "Hyundai".
Similar difficulties with reading Hyundai found in other countries. Therefore, advertising vehicles in the US Agency Goodby, Silverstein & Partners was coined a slogan designed to help Americans remember the correct pronunciation of the brand in English: «Hyundai. As Sunday ».
Similar confusion arises and the pronunciation of the names of some car models Hyundai. So, SUV Hyundai Tucson is often called Tusan, Tuksan, Tucson, Tucson. And in fact, Hyundai Tucson named in honor of the North American city in the state of Arizona and correctly pronounced Tussan.

Porsche



Pronounced "Porsche" with the accent on the first syllable of the name of the company founder Ferdinand Porsche. Russians are confused or stressed syllable or losing end, wondering why did not read the final «e» in the name of a luxury SUV Cayenne (Porsche Cayenne).

Asus



An interesting situation with the pronunciation of the name of the brand ASUS (Asus) in the United States. From the lips of Americans ASUS becomes like a not very decent «asses». The company even has to carry out promotional and educational work about the correct pronunciation of the name of the brand, which took place from the word Pegasus (Pegasus).

Baie-Em-Ve



Some fighters for the correct naming of everything assure that we must speak "Bee-Em-Double-U". No need to - because "Baie-Em-Ve" - it is absolutely adequate pronunciation for BMW, the German automaker, whose name is known to happen, down from Bayerische Motoren Werke. In German, the letters included in brendneym called so, and W - is a "Vee».

Hennessy



Another story about lovers "authenticity": Hennessy cognac in France called "Ensi" and therefore an opinion on the topic "We also need to call this brandy right" becomes increasingly audible. But in reality, as well as we used to - "Hennessy". This is not connected with the rules of French pronunciation, and with the name of the founder of the cognac house. Richard Hennessy was an Irishman.

Moet e Shand



Contrary to popular opinion in Russia, in the name of world-famous brand of sparkling wines in the utterance is not removed "t" in the word Moёt, and "n" in the word Chandon. The word "and", presented in the name of the ampersand is read, as it should be in French - "e".

Tag Heuer



Not "Hauer", not "Auer" and even "yor" (there are bold proposals). Watchmaking Heuer was founded in Switzerland in 1860 by Edouard Heuer Swiss. Prefix TAG appeared at the names only in 1985, it meant Techniques d'Avant Garde, «avant-garde technology." The very same acronym - the name of the company that owned the watch brand for 14 years until it was bought by group LVMH.

Lewis or Livayz



Careful studies have shown that both options have firmly entered into general use, and even in the US portrayed both. People continue to be interested, to argue, to prove, but all the evidence base in this case boils down to two points: native English speakers often say Livayz, because according to the rules of the English name of Levi read as "Lebanon"; but the creator of the first name was Levi jeans. Levi Strauss was a German at birth received the name of Loeb. At age 18, he moved from his native Bavaria in San Francisco, and his name is for the convenience of the utterance in the United States turned to Levi. And if you follow the English grammar, the correct "Lewis».

Ermes



Luxury French brand name was not so much on behalf of the Greek god Hermes, how much of the surname of the founder. The fashion house was created by Thierry Ermesom in 1837. And therefore not correct to say "Hermes" and "erme" and "ermes" with the accent on the last syllable. Or "ermez" if closer to the English pronunciation.

Mitsubishi



Russian representation of Japanese automaker Mitsubishi in its latest campaign to focus on the version of "Mitsubishi". Penultimate sound in Japanese actually reads like a cross between "a" and "sh", but closer to the "c" than to "sh", so the vast majority Yaponisty and translators from Japanese continue to insist on "Mitsubishi". And they toss the word "sushi" - there exactly the same sound, and therefore "sushi." At this point, already beginning to throw neyaponistov and aficionados of rice and fish.
The same was adopted in 1930 and has not yet been rejected by the system Polivanova quite clearly speaks about the "c" and "TC". "T" - is an easy tracing from the English alphabet in which there is simply no sign to indicate sound "ts". And we have, and therefore correctly "Mitsubishi". Therefore variant of the Russian office twice puzzling.

Ziroks



Surprisingly, in fact, "ziroks" rather than "Hi". In the US, the initial letter «X» is always read as "Z". "Xena - Warrior Princess", by the way, is written «Xena». But in Russia, from the very first Xerox copier copier called it, and now no one will understand what is at stake if he hears "ziroks».

Zharden



Russian coffee brand misleads his audience, calling himself commercials "Jardin". This is a French word translated as "garden", read in the medium variant between "Zharden" and "Jardin".

Diskuaed



Dsquared - a name which is not so easy to read, if you see it for the first time. A Russian letters reproduce its correct pronunciation, and even impossible. Nevertheless, the Russian youth knows that Dsquared pronounced in Russian as "Diskvaer", "Diskverd." Maybe not quite right, but it so happened.

Kikko



In Russian transcription «Chicco» correctly pronounced "Kikko", because the combination of «ch» in Italian transcription means the letter "k". The headquarters and main production company located in the picturesque resort town of Como, located near Milan.

Lowenbrau



Löwenbräu (it. Lion Brewery, Lowenbrau pronounced in Russia is often incorrectly spelled as Lowenbrau) - German brewing company based in Munich.

Clarens



The most common version is - "Clarins" or "Clarín". But neither the one nor the other option is not valid. "Clara (H)" - the surest of all possible options. The truth is the second "a" bow it is not in Russian. Mark French, according to the rules of reading French -rins read as -r / \ ns.

Zayksel



Official pronunciation and spelling of the Taiwanese company in Russian - "Zayksel" with the accent on the first syllable. In Russia, the company for 8 years, but the people and continues to call the manufacturer "ziksel", "ziksel", "zyuksel", "zuksel", "zyuhel", "zuhel" and so on.

Bulgari



With these words almost no problems, it is very difficult to make a mistake. The only "but" - stress. Italian brand, so pronounce "Bulgaria", and not as many say "Bulgaria" or "Bulgaria».

Umbro



Correct pronunciation - Umbria, by the name of the company's founders - brothers Humberto.

Samson



Samsung pronounced in Russia pronounced as "Samsung", but more correctly: "Samson", with the accent on the first syllable, which means "three stars.

Lonzh'inz



Since word came from the French, then right lonzh'inz.

Source: www.adme.ru, www.google.ru