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Quanjude’s New Englsih Name: Satisfactory or Not?
According to some news media, on Jan. 09, 2008, Quanjude, the famous restaurant built in the 19th century, has a new English name, “Quanjude Peking Roast Duck, Since 18XX”. Some experts said it would help the foreigners understand the name more clearly. |
I think Quanjude’s English name is not properly designed, because it’s limited the company’s own business simply to peking roast duck. In fact, Chinese name of Quanjude does not limit the companies services or products in that way. But the new English name of Quanjude seems to tell people: “Peking roast duck is all that we serve and all that we will develop in the future. We are not ambitious to be a company with more services, and we will limit our company to selling ducks.” I was wondering if Quanjude only sell roast duck? No other products or services? Quanjude does not have a plan to extend its business by developing other services?
Perhaps I am a bit fussy on this translation? Perhaps this English name will only hang where ducks are sold? Perhaps this name will not be printed on packages for other products, e.g. chicken, or wines? Perhaps never in a grand hotel? Perhaps, in short, this name will have nothing to do with any other stuff if they are not made from roast ducks? How will Quanjude make full use of this so-called history-honored name? Perhaps managers of Quanjude never think of using any extendable values of this name? Pherhaps they mean roast ducks when talking of Quanjude?
But anyway, I believe an English name means a trademark, announcing in the market what you are and where you go. It’s no easy topic. The managers knows it well?