Abstract
With the increasing globalization of world economy, a great number of Chinese products flood into foreign Market and foreign products into Chinese market. In this competition, more and more enterprises have come to the realization that one of their most valuable assets is the brand name associated with its product. The brand name is of vital importance to a company or corporation, and to some extent, it represents the image of the enterprise itself. But brand name translation is a complicated art, in that it concerns many fields, such as linguistics, marketing, intercultural communication, translation principles and methods, and so on. Therefore, appropriate and successful brand name translation is a big challenge for translators.
Key Words: brand names; brand name translation; translation methods; cultural factors
Contents
Abstract…………………………………………………………………I
Contents………………………………………………………………...1
Introduction……………………………………………………………..2
1.Introduction to Brand Names…………………………………………3
1.1 Current Stituation of Brand Name Translation………………...3
1.2 Significance of this paper……………………………………...4
2.Evolution of Brand Names…………………………………………...5
2.1 Definition of Brand Name………………………………….…5
2.2 Evolution of Brand Name……………………………………..5
3. Translation of Brand Names…………………………………………7
3.1 Principles for Brand Translation……………………………….7
3.1.1 Brand name translation should catering to consumers’mentality……………………………. 7
3.1.2 Brand name translation should pay attention to the cultural differences affect 7
3.1.3 Brand name translation should be concise and simple 8
3.2 Methods for Brand Translation………………………………...8
3.2.1 Transliteration 8
3.2.2 Literal Translation……………………………………….8
3.2.3 The Combination of Transliteration and Literal Translation 9
3.2.4 Homophonic Translation 9
4.Conclusion 10
Acknowledgements 11
References 12
