Global Brand Names - Is Yours Lost in Translation?

by Lauren Nemec

Are you preparing to introduce a new product in a foreign market? Read this first.

Naseem Javed, an expert on Corporate Image and Global Branding, has written an informative and useful article on the subject of global brand names, called "Lost in Global Translation?". In it, he explains the challenges of naming a brand for the global market, focusing on Middle Eastern products branded in Arabic. Here are some interesting points from the article, if you don't have time to read through it.

Who are the leaders in global branding?

According to Javed, Japan laid the groundwork for the systematic naming of global brands. He says, "Decades ahead, Japan was on the forefront of creating global brands, like Toyota, Minolta, Sony, Pentax, Sharp, Panasonic, Canon and hundreds of other five star standard names, as names originating from Japanese language would have never allowed such global acceptance."

What are the components of a good global brand name?

Ideally, the best global brand names are those that adhere to international rules of translation, appeal to the masses, lack negative cultural connotations, and are easy to pronounce, spell and recall. This seems straightforward enough, but is easier said than done, as many global companies could tell you from experience.

Javed's Recommendations

According to Javed, "The best thing [companies can] do is conduct a highly professional third-party nomenclature audit. Check connotations and language issues to find out where the name could be rejected or taken as too confusing and forgettable."

Translatus Brand Name Analysis Services

This subject gives me ample opportunity to introduce a service offered by Translatus.

We understand that a brand is a valuable asset- one which should be evaluated before entering new foreign markets. Therefore, Translatus has designed a "Brand Name Analysis" service, which provide our clients with linguistic and cultural analysis of their brand names, slogans and logos.

Translatus will deliver a detailed, written analysis for each brand name in each target market. The analysis addresses the following issues:

• Prior use of the brand name in the target market
• Similarity of the brand name to other companies, products or services.
• Direct translation or similarity of brand name to existing words in target language.
• Negative cultural connotations or possible offensiveness.
• Unclear use of colloquial language, slang, or idioms in the brand name or slogan.
• Ease of pronunciation and recollection.
  

This global and market-specific analysis of your brands ensures accurate representation of your brand image and company message in your foreign markets. For more information, please visit our website or contact me at lnemec@translatus.com or +420 222 517 153.

Photo courtesy: The Trademark Blog

Fuji-Xerox Introduces Copier-Translator Machine Prototype

by Lauren Nemec

Fuji-Xerox has introduced a prototype translator-photocopier machine that will be able to translate Japanese documents into English, Korean or Chinese with the touch of a button. Fuji-Xerox has not yet announced a price or launch date for the commercial version of the product.

It seems Fuji-Xerox is highly touting the feature that the copier can perform and print out the translation while preserving the document's original format. Wonderful as that is, I wonder how good the translation quality is and with what kind of machine translation software the product is equipped? Fuji-Xerox has not yet made this information publicly available. If the copier produces translations à la Altavista Babelfish, the quest to improve international business communications will have to continue... Only time and the market will tell.

Starbucks in Prague Next Year

by Lauren Nemec

Starbucks is preparing to open in the Czech Republic sometime next year. While this news has excited many American expats here in Prague (who can now scratch "mocha frappuccino" off the list of things they miss from home), I have to wonder how Czechs will embrace the coffee colossus.

Coffee "on-the-go" has yet to really take off here in the Czech Republic. As in most of Europe, coffee is enjoyed at a leisurely pace in coffee houses or cafes while reading the newspaper, people-watching or chatting with a friend. There are a few locations for getting coffee to-go here in Prague, but native Czechs don't flock to these shops with the same fervor as American tourists. Most Czech workers get their java jolts from vending machines located at train stations and offices, where for 10 czk (about 50 cents) one can get a small plastic cup with a shot or two of coffee. Also, Czechs (like most Europeans) are not used to drinking coffee in excessive volumes like us Americans. I'm trying to imagine a Czech woman walking down the street with a Starbucks venti in hand, but my imagination is not quite up to the task.

Starbucks' success in the Czech Republic will likely rely heavily on their pricing. Czech salaries are quite low, so a cup of coffee from Starbucks at a price comparable to that in the USA would be an extravagance that many cannot afford. Dave Faries, food critic at the Prague Post said in an interview with Radio Praha, "The key though, for Starbucks in this market, will be price-point more than anything. Whether Czechs will be willing to pay for it, whether even expats will be willing to pay...".

Starbucks' brand image should give them a strong advantage in this market. Czechs (especially teens and young adults) tend to be very brand conscious and enthusiastic about things from the United States. When Starbucks comes to Prague, I think Czechs will be drawn to its foreign exoticness and strong brand image, and will probably consider it stylish to consume Starbucks beverages.

I guess this means Czechs will have to adapt to the Starbucks way of ordering a coffee... "I'll have a Venti mint mocha chip frappuccino with whipped cream, caramel affogato and a triple shot."

Also coming to Prague within the next year or so: the fast-food giant Burger King and discount supermarket chain Aldi.

Photo Courtesy: Starbucks.com

Czech Culture

by Lauren Nemec

The Czech Republic is an incredibly beautiful country with a rich history, fascinating people and an abundance of business opportunities. Yet the country remains relatively obscure and unknown to Americans, many of whom still call it “Czechoslovakia.”

Whether you are enticed to the Czech Republic by its dramatic castles, famous beer, luxurious spas or cheap labor force, this modest guide to Czech culture should provide you with a deeper understanding of the country and its people.

The Czech People

A common first impression of the Czechs is that they seem cold and impersonal. To us warm and open Americans, this can be quite disheartening. It shouldn’t be taken personally, as Czechs are very private people. They have a smaller boundary of personal space than Americans, but they guard it very closely. Though Czechs are used to being in close physical proximity to each other, they tend to keep others at an emotional distance and will not usually smile at, make eye contact with, or engage in small talk with strangers.

Americans are known for their ability to quickly and effortlessly form casual relationships, so it should come as no surprise that Americans are often frustrated at the difficulty of forging relationships with Czech people. In addition to their strong sense of privacy, years of foreign invasions and occupations have perhaps made the Czechs slightly distrustful and fearful of strangers or foreigners. Therefore, it takes a long time and a great deal of trust to overcome a Czech’s boundaries and fears and develop a friendship with him. Once you do, though, it will be a rewarding and lasting friendship.

When you do get to know them, you’ll find that Czechs have a unique sense of humor, best described as ‘mischievous’. Jara Cimrman, for example, is considered to be a national hero, having been the first man to reach the North Pole and the inventor of dynamite. Actually, Cimrman is no more than a figment of the Czech imagination, but Czechs still enthusiastically pretend he existed. They’ve even built a museum in honor of Cimrman, which often fools tourists into believing this extraordinary person really existed.

Money Matters

Czechs have not always lived in a consumer-oriented society. During the communistic era, goods were scarce and stores offered poor selections. People had to make do with what was available and everybody usually had the same things. For example, many Czech families have the same china collection, called the “Blue-Onion” pattern, because it was the only nice china collection available for a very long time. People who had something rare, unique or expensive were often the object of gossip and envy.

When my husband was a child, he was taken to the store every year on his birthday to choose one toy. When his mother took him to the store for his birthday after the Velvet Revolution, he looked at the wide selection of toys and burst into tears sobbing that he would never be able to choose just one thing. When Czechoslovakia entered a free market economy, more goods were available than ever before and Czechs suddenly needed to develop the ability to make complex purchase decisions. This proved difficult, as Czechs wanted to buy everything they had been denied for so long, yet they did not have the purchasing power to buy it all because salaries remained very low. Unfortunately, this caused an envious mentality and lust for money to emerge among Czech people.

Doing Business with the Czechs

The Czech Republic is an attractive offshore location, primarily because of its cheap but highly educated labor force. However, the differences between American and Czech business cultures can often cause frustration for American businesspeople.

Communism adversely affected the way Czechs do business. For example, customer service, quality and efficiency weren’t highly valued under socialistic rule, so Czech businesspeople have had to learn (or re-learn) how to do these things that we Westerners take for granted. You may find that these concepts aren’t yet up to Western standards in some situations. Processes might not be clearly defined and the pace of work and decision making may be slower than what westerners are accustomed to. However, one should not assume that the Czechs are in the Dark Ages. Though they don’t have as much experience in the free market economy as Western countries, the Czechs are quick learners and seem to be adapting quite well.

Czechs have a strong aversion to the unknown. In business, this certainty avoidance means that Czechs tend to need lots of time to consider their choices and weigh the options in their mind before making a decision. Plans are made slowly and methodically and details are pored over. It also means that Czechs tend to be nervous about taking risks and making changes. A French expatriate manager of a large financial institution in Prague once described to me his difficulty finding Czech managers willing to relocate to France.

The company wanted the Czech managers to go temporarily to learn how to successfully run the company on their own, but most of the managers refused. It was an excellent opportunity with a generous salary and benefits package, so the French managers couldn’t fathom why any reasonable person would refuse the offer. When you consider the Czech fear of uncertainty, it becomes a little easier to understand their hesitation.

Though the Czechs have a relatively egalitarian society, they are formal people. Formal Czech is spoken in business situations and it is very important to address people appropriately. The Czechs strongly value academic achievement and are proud of their academic accomplishments, so it is important to use correct academic titles, if known.

A Final Word

This article contains many generalizations of Czech people and culture. Generalizations help us determine what to expect from people in certain situations, but should never be taken as absolute truths. I think you will find, as I have, that the Czechs will never fail to surprise you.

*****
This article was originally published in the September 2007 issue of McElroy Translation's newsletter "E-Buzz". To subscribe to "E-Buzz", click here.
*****

The Best of American Exports - Hooters Opens in Beijing

by Lauren Nemec

Now Chinese men can also say, "I only go there for the wings."

Hooters has recently opened a restaurant in Beijing, China. It's actually the fourth Hooters restaurant in China (the first is located in Shanghai), but the first in the conservative city of Beijing.

American expats, students and tourists will probably make up a large percentage of Hooters patrons, but the company is hoping that the concept of "sex sells" will also be true for Chinese consumers. Hooters also hopes to capitalize on the masses of visitors who will be visiting Beijing for the 2008 Olympic Games.

Waitresses at Beijing's Hooters wear the signature outfits of orange hot pants and tight tank tops as they serve up chicken wings and cold beer. The environment is very much the same as any Hooters restaurant found in the United States - but one aspect has been a little 'lost in globalization' - the name "Hooters" doesn't have the same connotations to the Chinese as it does to Americans. It simply means "owl".

Further reading - Globalization Gone Wild : Hooters Opens in China

Photo: Frederic J. Brown, AFP/Getty Images

International Business: Dining Etiquette

by Lauren Nemec

The rules of etiquette can be difficult enough to follow in your own culture. After crossing borders, the rules of etiquette can change so drastically from what you’re accustomed to, they become a minefield of blunders and faux-pas just waiting to happen. If you are in another country on business, following the local rules of etiquette becomes very important, as it can be crucial to the success of your business ventures.

While some etiquette blunders are laughable or not likely to cause serious offense, others might make your business counterparts perceive you as rude or unappreciative, and may inhibit your business relationship from moving forward. Knowing proper table manners can be an asset in international business.

Invitations

Receiving an invitation to dine out should be considered and honor and should not be refused. Dining out with your hosts can help build your relationship and establish trust, which will help you with your business endeavors in the long run. If you must refuse, offer a legitimate reason.

In most countries, an invitation to dinner likely means you will be dining with your host in a restaurant. A personal invitation to dine at someone’s home should be considered a tremendous honor and a sign of deep trust. However, some cultures highly value hospitality and are eager to extend invitations to dine in the home. Therefore, an invitation to dine at an Indian or Colombian home may not carry the same significance as an invitation to dine at a Japanese or British home. Nevertheless, these invitations should be treated with the same amount of respect and decorum, and should not be refused; otherwise, you might offend the host or miss out on a fascinating experience.

Time and Punctuality

Dinner, drinking and other social occasions can last many hours. Set aside an entire evening for a social event and pace yourself. To avoid causing offense, try not to leave before others do. In China, the serving of fruit signifies the end of the meal. Guests are expected to leave within 30 minutes after the fruit course is served.

While punctuality is important to many people, it can offend others. When in North America, Scandinavia, Germany and China, it is important to arrive on time for business functions and social occasions. Arriving late could offend your hosts. In other countries, you will be expected to arrive late for social functions. Arriving early or on time could embarrass your host, as they may not yet be prepared for your arrival. In India, for example, you should arrive 15-30 minutes late for dinner at someone’s home.

Seating

Seating arrangements are often well thought out according to many factors, such as age, gender, status or hierarchy. A good rule of thumb in any country is to wait to be seated. In many countries, the guest of honor will usually have a specific place to sit, often next to the host, at the head of the table or farthest from the entrance.

Ordering

As a guest, you should respect the selections of your host and sample everything. A host may ask you for recommendations. If you are familiar with the country's food, don’t hesitate to say something like, "I've read about haggis and I would love to try it."

As a host, you should take into consideration the dietary restrictions of your guests. In India, for example, Muslim Indians do not eat pork, Hindus do not eat beef and many Indians are vegetarians. When hosting a meal in India, provide chicken, fish or lamb for meat eaters and a variety of vegetarian dishes.

Toasting

Toasting is a common practice in most countries. You should wait for your host to initiate the toast before drinking or beginning your meal. Make an effort to lightly clink your glass with all other guests. In many cultures, it's appropriate to make eye-contact when touching glasses and to seal the toast by sipping your drink. After the host proposes a toast, you can also make one, but be sure you do not upstage the first.

Here is a list of common toasting phrases in different countries:

China: Ganbei

Czech Republic: Na zdraví

Denmark, Norway, Sweden: Skål or Skoal

France: Santé

Germany: Prost

Japan: Kampai

Spain and Mexico: Salud

USA, UK, Australia: Cheers

More phrases can be found here.

Eating Utensils

Chopsticks

Chopstick etiquette is very important in Japan, Korea, China, Hong Kong, Taiwan and Vietnam, and you would be wise to learn how to use chopsticks properly before visiting any of these countries on business. The effort will be appreciated by your hosts. For those who are completely inept at using chopsticks, silverware will probably be available for you in many restaurants. Chopstick etiquette differs across cultures, but here are some general guidelines:

• Never leave your chopsticks sticking straight up out of your rice bowl, as this resembles a funerary rite in many of these cultures.
• Never point your chopsticks at someone or use them to gesture.
• Use a chopstick rest, when available.
• Don't chew on your chopsticks.
• Don’t pierce or spear food with your chopsticks.
• Dropping your chopsticks or placing them parallel across your bowl symbolizes bad luck, so don’t do it.

Hands

In the Arab world and in India, the left hand is considered to be 'unclean', as this hand is used with water in place of toilet paper. It is taboo to eat or pass food with your left hand. In these countries, refrain from using your left hand when shaking hands, dining, passing objects or gesturing. This will be a challenge for left-handed people, but you will have to train yourself.

Cutlery

The U.S. American style of dining with cutlery is often a source of amusement for many Europeans and South Americans. U.S. Americans tend to hold the fork in the left hand and the knife in the right hand as they cut their food, then switch hands to put the food in their mouth with the fork (tines up), and switch back again to cut the next piece of food. This method of eating may seem quite silly to people outside of the United States, and may even offend those with high expectations of proper table manners.

Outside of the United States, most people adhere to the “Continental” or “European” style of dining with cutlery, where the fork is held in the left hand and the knife is held in the right hand throughout the meal, without ever switching.

Rejecting food

I recently had dinner with a well-traveled American businessman, who told me about the time he was offered live baby mice at a banquet in China. In nearly every country, it is considered polite to sample every kind of food you are offered. To refuse food without having tried it can offend your host. However, no one will expect you to eat something that will make you sick or violate your beliefs. If you are offered something you simply cannot or will not eat, offer a believable health or religious reason.

Cleaning Your Plate

In some countries, etiquette dictates that you should eat everything on your plate. Otherwise, you might be seen as wasteful or unappreciative of the food. However, in other countries, cleaning your plate would indicate to your host that he did not provide enough to eat.

Here are some general guidelines that should help you handle this delicate situation:

• In Asian countries like Japan, China and Taiwan, leave a small portion of food on your plate to signify to your host that your appetite was satisfied.
• In most European and North American countries, eat everything you take.
• When in doubt, observe what your fellow diners do, or leave a small portion of food on your plate.

Alcohol

Alcohol plays different roles in different cultures. In some countries, drunkenness indicates a lack of self-control and will be frowned upon. In others, social drinking can last far into the night and your counterparts may get "three sheets to the wind". You should understand the local drinking habits and laws in order to prevent yourself from getting sick, making a faux-pas, or even committing a crime.

Your host country might be more avid alcohol drinkers than what you are accustomed to, the alcohol might be stronger, or the climate might make the effects of alcohol more extreme. Pay close attention to your alcohol intake and the effects it has on your body. When you’ve had enough to drink, turn over your empty glass or keep it full so it won’t be refilled. In countries where rejections of alcohol might cause your host to lose face or take offense, state health or religious reasons for abstaining.

In Islam, intoxication by alcohol is forbidden. In most Islamic countries, Muslims may face severe penalties for importing, purchasing or consuming alcohol. As a tourist or business traveler, you may consume alcohol in some hotels, but refrain from offering alcoholic beverages to your Muslim business counterparts or drinking in front of them.

Topics of Conversation

In some countries, meals are considered to be social occasions, and as such, your host may not bring up the subject of business. Wait for your host to begin discussing business first. Even if business is not discussed at dinner, you are still building a relationship and establishing trust with your host, which can help your business goals in the long run.

Not all topics of conversation are appropriate in all countries. For example, you should refrain from discussing women in Saudi Arabia, talking about Aborigines in Australia, or criticizing the government in China.

When in doubt, safe topics to discuss include:

• Weather
• Sports
• Culture, the Arts and Literature
• Travel
• Food
• History – positive aspects
• Your home country or city

Unless your colleagues bring it up first, avoid these topics:

• Politics
• Terrorism
• Religion
• Money
• Sex
• Divorce
• History—negative aspects, including wars
• Racism and Ethnic/Class differences
• Criticism of the host country
• Personal issues, such as income, marital status, age, sexual orientation, etc.

Other Etiquette Tips

Some general or miscellaneous etiquette guidelines to follow:

• cover your mouth with your hand when using a toothpick
• refrain from blowing your nose at the table
• avoid adding excess salt, pepper or ketchup to your food
• don’t belch or slurp when eating, except in Asian countries where these are signs that you are enjoying your meal
• wash your hands thoroughly before eating
• participate in the singing if you are invited to karaoke in Japan, Korea or China
• offer cigarettes to everyone else in your group when smoking
• keep hands on the table, not in your lap, when dining in Europe
• men should refrain from dining alone with a businesswoman in South America; consider inviting spouses

Payment

In almost every country, the person who extended the invitation is expected to pay the bill, though guests and hosts will often enter into a good-natured argument about who will pay. Women should expect their male counterparts to insist on paying.

When saying “thank you” is not enough, you can reciprocate by inviting your host to a meal of the same value. In fact, this may be expected in places like China and Taiwan. Before the meal begins, make sure you give your credit card to the restaurant staff or instruct them to only accept payment from you.

Tipping customs vary across countries, so you should do research on it or ask a native of the country you're visiting how much you should tip at restaurants.

Here’s To Your Health!

In any culture, adhering to proper table manners and etiquette shows your host that you have respect for them. This can only help improve your relationship and establish trust.

The guidelines put forward in this article are generalizations that should give you a vague understanding of dining etiquette across cultures, but you should do your own country-specific research before traveling abroad for business.

The following resources should help:

1) Executive Planet

2) Kiss, Bow or Shake Hands: How to Do Business in 60 Countries

3) Wikipedia

-Worldwide Etiquette

-Table Manners

Welsh Demand Bilingual Services from Tesco

by Lauren Nemec

Campaigners in Wales are pushing for bilingual offerings at their local Tesco supermarkets. These activists claim that Tesco is responsible for pushing out local Welsh shops (where services used to be offered in Welsh), therefore Tesco has the duty to offer a bilingual shopping experience to its customers.

Among their demands:

• bilingual signage, promotional materials and product packaging (for Tesco label products)
  
• Welsh tannoy (loudspeaker) announcements
• language training for staff

Full article: Language campaigners to stage protest demanding the greater use of Welsh by Tesco and other supermarkets

Localizing the Theme Park Experience

by Lauren Nemec

Disney has learned the hard way that you simply cannot impose American culture on another culture and expect to be successful.

In 1992, Disney opened the Euro-Disney theme park, located just outside of Paris, France. Unfortunately, Disney failed to adapt to local tastes and cultures when planning the theme park, which resulted in negative publicity, controversy and low attendance. For example, in line with Disney values and policies, alcohol was not served at the park-- a poor decision considering that wine is a staple at any meal in France. The executive chef in charge of menus at Disney parks recalls being told, "Do your own thing. Do what's American." Many viewed Disney's expansion as an assault on French culture. French intellectuals called it a "cultural Chernobyl."

Disney did a little better in 2005 with the opening of Hong Kong Disneyland. For example, they limited the number of clocks in the park (in China, clocks are seen as a symbol for death), put Mickey Mouse in a red and gold Chinese suit, and even consulted a Feng Shui master to ensure a harmonious and pleasant environment for Chinese guests. However, Disney got a little too carried away adapting to the local environment when they offered shark fin soup (a local delicacy) on their wedding banquet menu. They removed the selection after environmental groups threatened a worldwide Disney boycott. Poor Disney can't win.

Mickey and Minnie in traditional Chinese clothes. Photo courtesy cbsnews.com.

There are a myriad of cultural differences that must be addressed and overcome when theme parks expand into other countries. There is a fantastic article today on OrlandoSentinel.com called "Disney and Universal tailor attractions abroad to prevent culture shock" that provides some wonderful examples of these localization difficulties. Highly recommended read, especially if you're a fan of Disney or Universal Studios theme parks.

Top picture: Sleeping Beauty's Castle at Hong Kong Disneyland. Photo courtesy wikipedia.com.

McDonald's Symbols Lost in Translation?

by Lauren Nemec

If you've eaten at McDonald's anytime within the past year or so, you may have noticed the strange symbols on the food packaging that are meant to represent nutritional information. They look something like this:

If you have any health education, it might be easy to make some educated guesses about what the chart means, but do you think the average McDonald's consumer can fully interpret everything?

Here is the nutritional chart decoded:


What do you think? Is the 'fat' icon is, as they say, 'an easily recognizable measurement tool'? It looks like a display on a stereo system to me. Does the icon with the three dots looks like a salt shaker? I suppose it might, now that you mention it, but I never would have deduced that on my own. Did you even notice the gray shaded areas or dotted line representing daily allowances? I suppose I was too busy decoding the icons.

These days, many global companies opt to use illustrations and symbols rather than incur the cost of translations into multiple languages. If you've ever bought furniture from IKEA, you know what I am talking about.

Ikea's 'instruction people' show you rather than tell you how to handle and assemble IKEA products.

How can a company choose a group of icons that will mean the same thing in any location in the world, without causing offense or confusion? It's quite a challenge and McDonald's did not go at it alone- they enlisted the help of a language services provider.

As this trend grows, more language services providers seem to be offering cultural evaluation services for companies using images, symbols and illustrations in their documentation. Experts (such as marketers or iconographers) evaluate symbols against a certain set of criteria to determine possible cultural offensiveness or insensitivity, appropriate use of color, similarity to existing symbols, ease of comprehension, etc.

I'm sure the language services provider that McDonald's used to analyze their icons did a quality job, but I would question the person who developed these icons. They say a picture is worth a thousand words. But I say, unless you can show me the right pictures, I'd rather have the words.

Translation Tools for the Modern-Day Traveler

by Lauren Nemec

If you depend solely on a tattered old phrasebook to get by when traveling abroad, you’re way behind the times. These days, international travelers have a wide range of tools and gadgets at their disposal to help them communicate when abroad.

Swearing

Travelers can really blend in with the locals by using profanity, and websites likes cusscards.com and insults.net easily bring multilingual expletives right to their fingertips. So, the next time you’re cut off by an Italian driver in Rome, you can swear at him like the locals do. Please note that these websites may contain offensive material.

Health

On a more serious note, tools also exist to aid travelers with medical issues. Some niche language service providers exist to help travelers with special needs, such as allergytranslation.com. This service provides translations of 175 food allergies and nearly a dozen diets in over 20 languages. The allergies and their translations are printed on a small card, which can be shown to restaurant staff in other countries, ensuring a pleasant and safe dining experience.

High Tech

A cousin of mine and his wife are traveling through Europe for the next few weeks. They're addicted to their Blackberries, so they activated international service for their phones prior to their departure. With internet access in their hands, they'll be able to perform on-the-spot machine translations (in addition to other great things like checking email, reading restaurant reviews, and checking flight delays). Smartphones can be a great tool for international travelers- one I never even dreamed of when I first started traveling 10 years ago.

These days, you can buy various language software packages for your pocket PC that provide phrasebooks, bilingual dictionaries, machine translation, language learning programs and flashcards, voice translation, and picture dictionaries.

Electronic pocket translators have been around for a long time, but can do much more than they used to thanks to increased storage space and improvements in machine translation technology. Most electronic translators on the market also have multiple functions, such as an MP3 player, world clock, travel alarm, currency converter and calculator.

Forget verbal communication- Just point

Those who want to forget spoken language altogether can depend on the most basic of non-verbal communication tactics – pointing. There are many universal wordless phrasebooks in print, usually called ‘picture dictionaries’. Whether it’s toilet paper, gasoline, beer or a doctor, simply point to a photograph in the ‘phrasebook’ to signify what you need.

Discretion

Though not related to translation tools exactly, there is one more sophisticated 'device' to point out.

In an age where travelers (especially from the U.S.A.) need to look as inconspicuous as possible, some products and services are designed to help travelers blend in. Avant-Guide, for example, is a range of travel books that won’t make you stick out like a sore thumb. Their discreet covers make the books look more like a novel than a travel guide.

So throw out that old phrasebook and get with the times ;)

International Business: Business Card Etiquette

by Lauren Nemec

“To know another’s language and not his culture is a very good way to make a fluent fool of yourself.” Winston Brembeck

Your plane tickets are booked, your glossy brochures are printed, your business suit is pressed and your trusty phrasebook is in your pocket. Are you prepared for your meeting?

In the United States, business cards are seen as nothing more than an easy way to exchange contact information. Elsewhere, however, a business card represents its owner, and as such should be treated with the utmost respect. In some business cultures, exchanging cards can be a ceremonious process, with plenty of opportunities to impress – or offend - your business associates.

Here are some tips and guidelines on appropriate business card content, appearance, translation, and ceremony.

Business Card Content

It may seem straightforward - all you need on your business card is your name, job title and contact information, right? Depending on where you are doing business, more information may be necessary. Your card should provide people with information about your background and qualifications.

Job Title

Your job title could be the most important piece of information on your card. Ensure it is translated accurately. Some job titles can be hard to translate, or the title might not exist in the target language.

In many situations, your title will help your business associates determine if you have the authority to make decisions on behalf of your company. You can determine the same thing about your counterparts by referring to the titles on their business cards.

Academic Qualifications

In countries where people hold great respect for higher education, it may be beneficial to state your academic qualifications on your business card if you have any advanced degrees. A few examples of where this would be appropriate are Austria, France, Germany, India, Italy, Malaysia, the Netherlands, Peru, and Russia.

Professional Qualifications

If you are member of a professional organization, or if you have received any honors, awards or other distinctions, you might consider putting this information on your business card.

Company Logo

A logo is seen an essential part of any reputable company’s identity, and as such, should be included on your business card.

Company Distinctions

Many cultures value tradition, stability, and longevity. If your company has been established for many years, it would be an asset to put the company’s founding date on your business card.

Translating Your Business Card

If your business card is in English, it is not necessary to have it translated when doing business in these countries, as English is widely spoken or understood:

• Denmark
• Finland
• France
• German
• India
• Israel
• Netherlands
• Norway
• Philippines
• Poland
• Singapore
• South Africa
• Sweden
• Switzerland

It is beneficial to have your business card translated when doing business in the following countries:

• Argentina (Spanish)
• Austria (German)
• Belgium (French and Dutch)
• Brazil (Portuguese)
• Canada (French and English)
• Chile (Spanish)
• China (Chinese, local dialect)
• Colombia (Spanish)
• Egypt (Arabic)
• Greece (Greek)
• Hong Kong (Cantonese)
• Italy (Italian)
• Japan (Japanese)
• Peru (Spanish)
• Russia (Russian with Cyrillic alphabet)
• Saudi Arabia (Arabic)
• South Korea (Korean)
• Spain (Spanish)
• Taiwan (Traditional Chinese)
• UAE (Arabic)
• Venezuela (Spanish)
• Yemen (Arabic)

If you do translate your business card, you can have it translated on the reverse side. Remember to hand over a double-sided business card so that the native language of your business counterpart is facing them.

Business Card Appearance

The quality of your business card may reflect the quality of your product or service, so opt for the best.

People may appreciate the elegance of an engraved or embossed business card. As this prevents anything being printed on the reverse side, have separate cards made for translations into other languages.

In China, the colors red and gold are considered to be auspicious, and would be ideal for use on a business card.

If you don’t already have one, consider buying a business card case. It is considered poor business etiquette to shove a card in your pocket.

Business Card Exchange

Exchanging business cards is a common practice in most countries. In some countries, it is quite common to distribute business cards to everyone you meet, including secretaries and assistants. Make sure you bring a plentiful supply of business cards with you. To avoid causing offense, be sure you offer a card to everyone present, no matter their station. Remember this example: Japanese employees can be very loyal, often staying with the same company for their entire career. The assistant you meet today could one day be an influential decision maker. He will likely remember you if you treat him with respect and politeness.

Rituals of business card exchange vary greatly from country to country. In Western countries, cards are usually exchanged with very little ceremony. However, in some nations, business card exchange can be a highly ceremonious event, requiring decorum, etiquette, and knowledge of the customs.

While varying slightly in formality, the exchange of business cards in countries like Japan, South Korea, Hong Kong, Indonesia, Malaysia, the Philippines, Singapore, and Taiwan is as follows:

Bow or shake hands and say your greeting. Present your business card with both hands (or your right hand only, see below), with your associate’s language facing them. Start with the most senior person in the room, and repeat with process with everyone else, moving down the corporate ladder as you go along. When accepting a business card, accept it with both hands and a gracious 'Thank you’. Politely read the business card for a few moments. This is a good time to clarify the pronunciation of a person’s name, ask a question, or make a pleasant remark about his or her card. You may want to leave the cards near you on the table to facilitate name-learning during a meeting. Be sure to carefully put all the cards away in a business card case.

A good rule of thumb for ANY country: treat a business card as if it is a precious gift. Don’t write on it. Don’t stuff it in your pocket. Don’t play with it.

In places like India, Saudi Arabia, Indonesia, Malaysia, Morocco and Egypt, the left hand is considered to be unclean. (If you don’t know why, click here for a good explanation). Therefore, in these countries, you should hand over your business card only with your right hand.

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Although poor business card etiquette may not be disastrous for your business efforts, good business card etiquette will leave a positive impression of you and your company in the minds of your associates. Knowing the ceremonies will help to put you at ease and open the lines of communication.

Before leaving on a business trip, it is wise to research local business card customs. Here are some resources to get you started:

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