全文大意：

對于大多數正在進入中國市場的公司，音譯他們的品牌已經成為了過去。相反，他們取的名字都含有抓住人們想像力的深意。這個命名的過程迫使公司更加努力的去思考他們想在中國市場中創造的形象。并且，一個很重要的步驟是檢查候選命名沒有被注冊。有些情況下名字會被經銷商注冊，有些情況下這些名字會被競爭對手試圖阻止他們的進入而注冊，有些情況下會被品牌偽造者注冊，有些情況下會被那些惡意事先注冊并試圖將其賣出高價的人注冊。另外還需要當心那些諧音的商標。這些復雜的事情讓一些國外品牌栽了根頭。

For most companies which are entering Chinese markets, transliteration of the brand has been the past. Instead, their names should contain the meanings which capture people's imagination. The naming process is forcing the companies try harder to think the image they want to project in Chinese market. And a vital process is to check whether the candidate names have been snapped up. Sometimes it is registered by their own distributors, sometimes by the competitors seeking to block its entry, sometimes by the counterfeiters, sometimes by the squatters who intend to sell the trademark to the highest bidder. And they must pay attention to the soundalikes. Such complexities have tripped up many foreign brands.