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The validity of transliteration in documentation is questioned in light of the resulting loss of precise information. The process is examined from the linguist's, cataloguer's, and user's points of view. The pros and cons of phonetic transcription vs. scientific transliteration are discussed. Specific problems of several non‐Roman alphabets are touched upon. The author advocates development of non‐Latin print chains for computers used for documentation work. Where the cost of this is prohibitive, scientific transliteration is imperative for the purposes of international documentation. For library purposes, maintenance of separate catalogues for each script is recommended.

For this study, the Jordan case provided the context for investigating Chinese trademark law with the purpose of answering how and why Jordan lost the legal rights to the Chinese version of his name in China. The results from that investigation were used to better explain the phenomena of transliteration and trademark squatting in relation to sport brands and athletes. The purpose of this paper is to formulate suggestions for protecting sport brands and athletes from trademark squatting in China.

The authors used traditional legal methodology to investigate the influence of transliteration on trademark squatting in China based on the real-life context provided by the facts in Jordan. First, all reported materials from Chinese courts on the Jordan case were collected and analyzed by the research team, which included an investigator who is fluent in Chinese. Second, the authors conducted a collection, review, and analysis of China’s trademark law, the international trademark law that controls court decisions in China, and the literature on trademark squatting in China. The results from the investigations were used to formulate a description of Jordan that details how the process of transliteration facilitates trademark squatting in China.

The findings revealed a loophole within the Chinese administration of trademark regulation through which trademark squatters use the process of transliteration to infringe on trademark rights belonging to senior, foreign brands. Furthermore, the findings lead us to suggest that sport brands are particularly vulnerable to this type of trademark squatting in China. In Jordan, Qiaodan Sports exploited the transliteration loophole to obtain trademark ownership of Qiaodan to the detriment of Brand Jordan and, to a lesser extent, Chinese consumers.

This study contributes to the literature by conceptualizing a “transliteration loophole” that facilitates trademark squatting in China. Further, this is the first study to focus on how the concepts of transliteration and trademark squatting influence celebrity athletes and sport brands.

For foreign celebrity athletes and sport brands, the case should alert them of their vulnerability to trademark squatting of transliterations assigned to them by sport broadcasters or sport consumers in China. For instructors of sport law and sport marketing courses, the Jordan case provides teachable lessons on the value of trademark, the process of trademark squatting, and the process of transliteration and its relation to trademark squatting in China.

Socially, studies in trademark squatting and Chinese trademark law are needed as China continues to expand its intellectual property regulations. The People’s Republic of China started regulating trademarks in the 1980s and since then, there have been three major modifications. Still, controversies exist in terms of trademark squatting of foreign brands and research is needed to better understand why this happens, and how it can be avoided.

The focus on sport as well as the suggestions offered for sport brands and celebrity athletes makes this study the first of its kind within the literature on trademark squatting in China. The importance and impact of the Jordan case is one that attracts attention and should result in significant impact in the literature and practical impact for the field.

The purpose of this paper is to propose a modification of the Functional Requirements for Authority Data (FRAD) model to accommodate names in non-Roman languages with diverse writing systems.

The model modifies and clarifies the attributes and relationships regarding non-Roman languages of the current FRAD model, based on the definitions of transliteration, transcription, and Romanization in ISO 5127:2001. The modified model overcomes the problems inherent in the current FRAD model when handling writing systems in non-Roman languages.

The proposed model clearly shows the hierarchy of Controlled Access Points (CAPs). CAPs are either based directly on names or derived from other CAPs. For name or person identification, a CAP and its derivations should be treated as a set. The proposed model also resolves ambiguity in the definition of the word transliteration in the current FRAD model.

By establishing new relationships and amending the attributes of the FRAD model, the proposed model better expresses personal names in non-Roman languages as well as names in western languages. It also organizes complex writing systems of non-Roman languages. The proposed model could lead to an improved format for authority data and will facilitate international sharing of data.

This article reviews and discusses issues in the translation of international brand names to Chinese, and provides a framework for international brand managers who want to expand into China. Linguistic differences between Chinese and English are wide and deep, making translation of brand names difficult. Cultural context, pronunciation, written vs. oral language, and the meaning of characters are just a few examples of such difficulties. We discuss four global product‐naming strategic alternatives available to country/brand managers, along with their usage. The four approaches include (1) dual extension, (2) brand meaning extension, (3) brand feeling extension, and (4) dual adaptation. We also provide examples of brands utilizing the different approaches.

The purpose of this paper is to describe Saraswati, a cross‐lingual Sanskrit Digital Library hosted at Banaras Hindu University. The system aims to assist those who know Sanskrit and at least one Indic script out of Devanagari, Kannada, Telugu and Bengali.

The system is developed with the Unicode standard using PHP as the programming language. The system follows three levels of architecture for search, display, and storage of Sanskrit documents. The system uses the UTF‐8 character representation system and generates on‐the‐fly transliteration from one Indic language script to another.

The system successfully demonstrates transliteration of Sanskrit text from one language to another. Saraswati is also capable of searching a given keyword across different languages and produces the result in the desired language script.

Some languages such as Tamil (not chosen for study) use context dependent consonants, and with the present algorithm they require further refinement.

With Saraswati, people can read Sanskrit documents and also perform a search for documents available in other scripts. The present system is useful for reading cross‐lingual literature. The present study demonstrates successful implementation of Saraswati over the University Intranet.

It is very common among scholars both in India and abroad that they learn Sanskrit with only one Indic script. The present system is helpful for such kind of scholars.

The system is the first of its kind anywhere and will be highly beneficial for scholars.

Why standardize in documentation?

Describes the construction of the author’s Perl program, Cyril, to add vernacular Russian (Cyrillic) characters to existing MARC records. The program takes advantage of the ALA‐LC standards for Romanization to create character mappings that “de‐transliterate” specified MARC fields. The creation of Cyril raises both linguistic and technical issues, which are thoroughly examined. Concludes by considering the implications for cataloging and authority control standards, as we move to a multilingual, multi‐script bibliographic environment.

Problems posed by the provision of material for Indic‐speaking ethnic groups included the formulation of cataloguing and transliteration schemes and ways of announcing material to user communities. The London and South Eastern Library Region (LASER), recognizing the needs for simplified schemes, surveyed all its member libraries and set up a scheme, the Co‐operative of Indic Language LASER Authorities (CILLA), using mother‐tongue speakers to catalogue and select material in their own languages. CILLA developed cataloguing and transliteration standards based on consistency, ease of use and accuracy, and the production and publication of a printed quarterly booklist has extended the reach of the scheme. The need is seen to provide similar, easily digestible aids for non‐Indic language speakers, while self‐help and co‐operation, proved to work by CILLA, will enable UK libraries to utilize available stock.

The provision of classical and biblical texts on CD‐ROM databases and their use in King′s College Library are reviewed. A project is described to catalogue by the Libertas system a collection of Modern Greek literature in collaboration with the University of Crete. Cataloguing and transliteration problems are discussed.