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Jan 24, 2016 10:51
8 yrs ago
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French term
France
Environmental translations
Native in: English (Variant: US)
Works in: French to English, English, English to French
caution
French to English
Marketing
Marketing / Market Research
I'm translating a presentation on brand architecture for a large French company, and I'm a bit stumped on the term "caution", which is used several times, sometimes associated with "marque" and "valeur". I get the general idea, but I'm not completely certain of how to translate it. It seems like "guarantor" could work, it gets a few ghits, but not as many as I'd like. US English is fine.
For ex:
"La marque mère ne peut jouer pleinement son rôle de *caution* en cas de crise". Really not sure what to put here.
"Capitaliser sur l’apport clé de la marque, *caution* en termes d’excellence dans le domaine de..." Would "guarantor of excellence" work?
"La marque mère comme valeur *caution*, qui permet d’assurer la cohérence du portefeuille produits." I'm sure there's something better than "guarantor of value," but what?
"La marque se positionne comme *caution* des différentes marques produits. "Guarantor of different product brands"?
And simply, in a list, "la marque caution". I've found that marque caution corresponds more or less to "corporate brand", is that right?
Would love input from any marketing experts!
Thanks in advance.
For ex:
"La marque mère ne peut jouer pleinement son rôle de *caution* en cas de crise". Really not sure what to put here.
"Capitaliser sur l’apport clé de la marque, *caution* en termes d’excellence dans le domaine de..." Would "guarantor of excellence" work?
"La marque mère comme valeur *caution*, qui permet d’assurer la cohérence du portefeuille produits." I'm sure there's something better than "guarantor of value," but what?
"La marque se positionne comme *caution* des différentes marques produits. "Guarantor of different product brands"?
And simply, in a list, "la marque caution". I've found that marque caution corresponds more or less to "corporate brand", is that right?
Would love input from any marketing experts!
Thanks in advance.
Proposed translations
(English)
| 4 | Credibility |
Wolf Draeger
|
| 3 | in first case, nothing extra, IMHO |
Erzsébet Czopyk
|
| 3 | endorsement |
ormiston
|
Proposed translations
13 mins
Erzsébet Czopyk
Hungary
Hungary
Works in field
Hungary
sworn translator, linguist, DPO
Native in: Hungarian (Variant: Hungary) 
Works in: Russian to Hungarian, Hungarian to Russian, Latvian to Russian, and 10 more.
in first case, nothing extra, IMHO
1. la marque mère.... - umbrella brand or parent brand cannot play/fulfil the role of a guarantor in a crisis situation
http://www.linguee.fr/francais-anglais/search?source=auto&qu...
http://www.linguee.fr/francais-anglais/search?source=auto&qu...
9 hrs
endorsement
the term is often used in such contexts and can work in some instances here.
Marque caution = umbrella brand (see below)
Dans le domaine de domaine de la marque classique la marque caution est la marque ombrelle associée à la marque produit. Comme son nom l’indique, la marque caution apporte la caution d’une marque connue à un produit qui n’est pas forcément initialement connu du consommateur
En savoir plus sur http://www.definitions-marketing.com/definition/marque-cauti...
Marque caution = umbrella brand (see below)
Dans le domaine de domaine de la marque classique la marque caution est la marque ombrelle associée à la marque produit. Comme son nom l’indique, la marque caution apporte la caution d’une marque connue à un produit qui n’est pas forcément initialement connu du consommateur
En savoir plus sur http://www.definitions-marketing.com/definition/marque-cauti...
4 days
Credibility
Agree with Tony that your translation will vary according to the sentence in question, but in general I'd say the meaning you want to convey is of credibility: how the main brand gives credibility to its various product stables and inspires trust and confidence in its customers.
Example sentence:
The main brand is unable to fully extend its credibility (to the sub-brands) in a crisis.
Take advantage of the credibility the main brand offers in terms of excellence in ...
Discussion
I do think you will probably have to treat each instance individually, if nothing else, to avoid the over-prominent repetition of 'guarantor'.One way to ring the changes might be to use an expression with a verb: "... guarantees / guaranteeing ..." etc. instead of attempting to use the noun for the agent, 'a guarantor'. This would I feel sure be a lot easier to work into the sentence in many of your instances.