As standard lookup fields like Account on entities such as Asset is not available under standard labels in 'Rename Tabs and Labels' they cannot be renamed to other languages.
1. Go to Rename Tabs and Labels from Setup
2. select language to (for example, German)
3. click Edit for Assets
4. click Next
5. Give any value for ‘Asset Account’ field and save it.
6. change the user default language to German and open any of the Asset record and you will be able to observe The Account label field doesn't gets changed and other fields are translated to German.
Rename the Account Entity directly from 'Rename Tabs and Labels' which renames the lookup field in Asset object.
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