In recent years, there are barriers and risks caused by international culture difference in export corporations of China. Now and again, there are cases that the sales of the export commodity are blocked because of mistranslation of brand names. In this paper, through unsuccessful cases, the author wants to make the readers know that an unsuccessful translation to the brand may make the sales of products fall quickly. The basic reason that caused the different results is cultural difference, which really makes the translators have difficulty in translating the brand names. Then, how to surmount the barriers caused by cultural difference in brand translation becomes an urgent task for the translators. Firstly, for the translators，the characteristics of the brand and commodity should be taken into consideration; secondly, the target countries’ cultures and the psychology of consumers are involved in translation of the brand names; finally, the translators should pay attention to the innovation and the standardization of the language. In a word, only when the translators improve their skills of translation, should the export of China have a bright future.
Contents
Abstract.....................................................................I
Key Words....................................................................I
摘要........................................................................II
关 键词.....................................................................II
Introduction.................................................................1
I. Introduction of Brand Name................................................2
A. Edification of Brand Naming Question......................................2
B. Necessity of Professional Correction......................................2
C. Values in Brand Name......................................................3
II. Present Situation of Brand Translation...................................5
A. Unsuccessful Cases of Brand Translation...................................5
1. Lack of Aesthetic Psychology...........................................5
2. Filled with Indelicacy....................................................6
3. Impropriety to British and American Idiom Culture....................6
B. The Difference between Bad Translation and Good Translation...............7
III. Reasons for Bad Translation and Strategies to Solve the Problems .......9
A. Reasons for Bad Brand Translation.........................................9
B. Strategies to Surmount these Difficulties as a Translator................10
1. Knowing the Characteristics of the Translated Brand and Commodity....11
2. Understanding the Target Countries’ Culture and Tradition ..............11
3. Attention to the Innovation in the Brand Translation.....................12
4. Attention to the Standardization of the Language.........................12
C. Strategies to Solve the Problem from the Other Aspects....................13
Conclusion...................................................................15
Acknowledgements.............................................................16
Bibliography.................................................................17
