«Transliteration vs. Transcreation
Transliteration is the one-to-one conversion of one script’s characters into another’s. It aims at reproducing the original spelling rather than focusing on sounds or meanings.
When it comes to brand name translation, however, the most effective approaches are typically either phonetic transliteration (also called transcription) or semantic adaptation (also called transcreation)».
Puedes leerlo aquí: http://creativetranslation.com/is-your-brand-name-global-nailing-brand-name-translation/.