Some of the Greek phrases that are translated in English in association with “name,” including “in the name of,” “in my name,” “in your name,” “on the account of my name,” “on the account of your name” (according to a classification by Robert Bratcher in The Bible Translator 1963, p. 72ff. phrases that belong to the categories of “Agency or instrumentality” and “Representation”) present a number of challenges in other languages.
Eugene Nida (1947, p 178ff.) explains this way:
“The biblical attitudes toward human personality are of great theological importance. There is, however, only one word which produces any considerable difficulty in other languages. This is the word ‘name.’ The great difference attached to the significance of the name of a person in the Bible times in contrast with our own culture is very important. Note such phrases as ‘whatsoever ye shall ask in my name,’ John 14:13, ‘believed in the name of the only begotten Son of God,’ John 3:18, and ‘life through his name,’ John 20:31. These expressions are generally difficult for us to understand, for the word ‘name’ does not mean the same to us as it meant to those of Bible times. To them the name was the symbolization of the authority and personality of the individual who possessed the name. To us a name is far less important. It may be changed whenever one can convince a judge that another name might be more economically advantageous. The name is also a legal method of giving one’s written assent to certain business transactions, but to us it is not the symbol of the personality.”
The translation in Eastern Huasteca Nahuatl typically is “in someone’s authority” (for instance “I have come in my Father’s name” in John 5:43 becomes “I have come on my Father’s authority”) (source Nida 1947, p. 179), or in Highland Puebla Nahuatl with the more paraphrastic equivalent “as though on orders from you” or in Tzeltal as “by your authority, so he said” (both examples for Mark 9:38 and 39, see Bratcher / Nida).
In Guhu-Samane Mark 11:9 (in English: “Blessed is he that comes in the name of the Lord”) is translated as “Blessed is the Lord’s namesake who comes.” “In the name of the Lord” caused “puzzlement [because] “has he just assumed the name of the Lord, valid or otherwise? [But] with ‘blessed is the Lord’s namesake who comes’ the strong bond between the namesake and the important ancestor for whom named entitles the namesake to the deference due the ancestor. Thought very proper in this context.” (Source: Ernest L. Richert in Notes on Translation December 1963: p. 4-7; reprinted in The Bible Translator 1965, p. 198ff.)
Barclay Newman (see The Bible Translator 1974, pp, 432ff.) reports on different solutions for the translation of the Today’s Malay Version (Alkitab Berita Baik, 1987):
In Malay “the phrase ‘in my name’ is problematic (…) since it sounds like the use of magic. For this reason [the English] Today’s English Version (Good News Bible) was followed at such passages as John 5:43 and 10:25, where ‘in the name of my Father’ is translated as ‘with my Father’s authority’ and ‘by my Father’s authority’ [respectively]. In John 12:13 ‘in the name of the Lord’ has become ‘in his (the Lord’s) behalf,’ following the common language German translation Die Gute Nachricht. In John 14:13, ‘because you are my followers’ is used, in John in 15:16, 16:23 and 24 ‘as my followers,’ in John 17:11 ‘by your own power, the power you gave me,’ and in John 14:26 ‘in my place.'”