On Translating the Chinese Brand Names into English
Abstract: With the increasing globalization of world economy, a great number of Chinese products flood into international 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. Therefore, increased attention has been paid to the investigation of the translation of brand names. In order to make more and better images in the international market, this paper aims to analyze the methods and skills of the translation, many examples have been taken, including successful and unsuccessful ones. Making use of the resource of study to the business can promote the development of the economy of China in the world market.
Key Words: brand names; translation strategies; functional equivalence
谈中国商品名称的英译
摘 要：随着全球化发展的不断深入，我国的产品越来越多地进入国际市场，也有越来越多的公司为了自己的品牌能更好地在国际市场上占领一席之地，他们都纷纷为自己的商品名称翻译成英文以便用于各类产品宣传。因此，研究商品名称的翻译方法，提高商品名称的翻译质量也成为了极为重要的一个环节。除了产品自身的质量和商标本身的设计之外，商品名称对于商品本身的宣传推广也起着关键的作用。为了帮助中国的企业在国际市场上树立更多的品牌，本文拟通过研究进口商品名称的成功翻译案例，和以前我国曾经遇到的失败的案例，可以将其翻译方法，技巧等灵活结合运用于国内的将要走出国门，走向世界市场的中国的商品名称翻译，使我们国内产品能更好更快地被全世界的消费者所接受，使我国的企业在世界市场上站稳脚跟。
关键词：商品名称；翻译方法；功能对等
CONTENTS
Introduction 1
1. Introduction to Brand Names 1
1.1 Definition of Brands and Brand Names 1
1.2 Classification of Chinese Brand Names 2
1.3 Basic Function of Brand Names 3
1.4 The Basic Principles for Brands Formation 4
2. Theories Commonly-applied in Brand Name Translation 5
2.1 Criterions for Brand Name Translation 5
2.2 Principles for Brand Name Translation 6
3. The Way to Translate the Chinese Brand Names into English 6
3.1 Some Sample Analysis 6
3.2. Importance of the Translating Chinese Brand Names into English 9
3.3 Criterions and Principles for Translating Chinese Brand Names into English 9
3.4 Methods for Translating Chinese Brand Names into English 9
3.5 Considerations in Translating Chinese Brand Names into English 11
4. Conclusion 12
Ackownledgments 13
Bibliography 14
