Abstract：Market competition is more about the competition between brand and image rather than the competition of the quality of the products and services. A successful trademark plays a key role in opening up international market and creating the enterprise wealth. Because of its uniqueness and proprietary, transliteration is the most common skill adopted in brand translation. A special advertisement language as it is, the brand implies a profound cultural foundation, which determines that the translator must obey some principles even when they translate the brand name by transliteration. Among the principles, the best one for the translation of the brand name is considered to be Nada’s Principle of Equivalence. This paper aims to improve the quality of the transliteration of brand name through the empirical research on the transliteration of brand name under the guidance of Equivalence Principle.
Keywords: Principle of Equivalence; brand name; transliteration; culture
Contents
1. Introduction.2
2. The Principle of Equivalence……….2
3. Cautions in Transliteration.3
3.1 Simplicity.3
3.2 Right Words3
3.3 Product Feature3
4. Transliteration of Brand Names under the Principle of Equivalence ……3
4.1 Similar Form4
4.2 Similar Function.5
5. Conclusion.7
6. Acknowledgements8
7. References.9
