Transliteration refers to the phonetic rendition in different language of a given text. Typically names, brand names, models, etc are Transliterated across various languages and not translated or transcribed.

However, due care must be taken to ensure the acceptability in the given language by undertaking a connotation check before any transliteration is released for mass usage.

Connotation check implies checking for positive or negative meaning of the specific word (usually a name) in the transliterated language, similarity to other products, services or brands with similar sounding names in the native language country.