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
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
