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Can It Get Faster Than Flying?
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As FedEx and UPS are expanding their services in China, it is worth noting that they
could have profited more from the positive sounds of their names transliterated into
Chinese. The name FedEx has a strong association in Mandarin Chinese with fei, which
is flying--a desirable name hinting at speed. The U of UPS also has a good association:
it sounds like yo in Mandarin Chinese, meaning excellent. In Taiwan, UPS has its name
transliterated as You Bi Su (literally "excellent-compared-to-fast," insinuating quality
service as well as speed). In our opinion, Fed Ex's "flying" nuance more effectively
expresses excellence with a picture of quick delivering speed.
According to their official Chinese Web sites, however, both FedEx and UPS chose to
translate the meaning of their names rather than transliterate the already familiar
American names. The result is a mouthful. FedEx is Lian Bang Kuai Di, meaning
Federal Express; UPS is Lian He Bao Guo Yun Sung Fu Wu, meaning United Parcel
Service. Fortunately for them and no surprise to us, people use the shorter,
positive-sounding English name more often.
Consider the positive association your brand name might have transliterated into
Chinese and take advantage of it.
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