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It depends on if we are translating brands/companies, specific western names, or places. I guess for brands/companies, it is mainly chosen (carefully) by the companies themselves based on their China market strategy.. normally it's a combination of similar prononciation and also good /relevant meaning... For western names, actually for many people there exist several different translations. But I think for most of the western names already have conventional translation (maybe based on its first appearance in Chinese media or research paper)..

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