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German to English translations [PRO] Marketing - Advertising / Public Relations
German term or phrase:Brandbalken
"Hier den Brandbalken mit unserem claim hin, und oben im Bild fehlt noch das Brillenglas"
This is for a device and system used in optometrists' offices. It shows some scrabble letters spelling a couple words and I believe the sentence is referring to that you are supposed to test a lens on it to see how well the lens works.
I can't find much info on Google about Brandbalken. Some nautical dictionary says firebox, but that doesn't seem right.
Some of the few German Google results seems to refer to some kinds of graphic images or layouts on websites.
I don't think it has been translated from another language, but I did notice a pattern of other English words or more English sounding words used in the document. I guess these guys like "Denglish"... Before I considered that brand could have its English meaning, I couldn't think of anything that made any sense assuming it had to do with fire or flame.
both German and Swiss agencies very often use the English term "brand" instead of "Marke" nowadays, as "Denglish" (or "Swinglish", as it were...) is very popular with these guys. For example, they frequently use "Brand-Werbung" instead of "Markenwerbung", or "Brand-Partner" instead of "Markenpartner".
Actually, German advertising agencies and designers use the word "Marke" instead of "brand". Is your text already a translation from another language? Other than that I can only think of some flames being used as a visual element.
I was hoping to be able to consult a native speaker of German about this.
I looked more carefully at the picture and realized I had forgotten that there is a shape that looks like a bar at the top of the picture with "(Name of product) update (number)".
In addition, this bit in parenthesis also follows the sentence at the end of the part I quoted above "(über die scrabble steinchen legen)" In other words "noch das Brillenglas (über die scrabble steinchen legen)", as I mentioned there are scrabble pieces in the picture.
Sorry for not being clearer about all of this from the start. Do you think this information fits in with the idea you were on to, or does this change things a bit?
This sounds to me as if they are describing an unfinished ad, i.e. "This is where we'll place the brand bar bearing our claim, and at the top of the picture, we will show the lens."
I wonder now though if they don't mean that this image (which is at the very beginning of the file) is somehow their brand (bar), logo, calling card etc. They do have a pattern of using English words throughout the document. It didn't occur to me that Brand could have its English meaning here and not the German meaning of fire.
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Answers
29 mins confidence: peer agreement (net): +2
brand bar
Explanation: ---
Example sentence(s):
Menüführung im schwarzen Brandbalken - menu navigation in the black brand bar
Vlad2 Native speaker of: Ukrainian, Russian PRO pts in category: 4
The translation workplace 
peer agreement (net): +2
