ABSTRACT
This paper pointed out the importance of brand name translationin in commerce with a large number of specific examples. And studied the translation skills used by the tanslators while a foreign brand came into the Chinese market. These skills include phonetic translation, semantic translation and phonosemantic translation. Meanwhile, when doing the brand name translation, the translator must pay attention to the sociocultural factors which can affect the translation a lot.these facts mainly include Chinese traditional idea and value, traditional Chinese literature and literary allusions and consumer gender. Moreover, the paper also cited the brand name translation examples to come to the conclution that the translator needs to comply with the general principles such as to be faithful to the products, to be simple but creative, complying with the culture of source language.
Keywords：brand name; translation; value; consumer gender; source language
Contents
1．Introduction 1
2．Aim of Brand Translation 2
3．Methods of Foreign Brand Translation 3
3.1 Phonetic translation 3
3.2 Semantic translation 3
3.3 Phonosemantic translation 5
4．Sociocultural Factors Affected Brand Name Translation 7
4.1. Chinese traditional idea and value 7
4.2. Traditional Chinese literature and literary allusions 8
4.3. Consumer gender 9
5．General Principles of Brand Translation 10
5.1 Exquisite Examples of Translation 10
5.2. To be faithful to the products 12
5.3. To be simple but creative 12
5.4. To be colourful and imaginable 12
5.5. Be complying with culture of source language 12
6．Conclusion 13
Acknowledgements 14
References 15
