Source texts for translation include the corporate philosophy, concept and motto for old enterprises and brands, many of which are written in classical Chinese.

At present, however, most old brands find it difficult to convey their traditional concepts to foreigners because of the lack of proper translations.

"Many foreigners also find it difficult to pronounce and remember brands in Chinese pinyin, which will hamper Chinese brand promotion among Western consumers," Huang said.

Local university students can submit their translations to their school youth league or via the Website (www.transn.com) before November 30.

The association will invite an expert panel from the Chinese mainland, Hong Kong and Singapore, as well as brand owners and foreign consumers, for evaluation in December.