An Approach to the Translation of Brand Names

Abstract

Brand name is an important part of the advertisement of a commodity. It is the symbol of the quality, characteristic and specification of the commodity. Brand names play an important part in the sales promotion of commodities. As a special intercultural activity, the translation of Brand names plays a more and more important part in international market competition. Yet it is no easy thing to transform brand names from one language to another one keeping the original style, charm and connotation. The translation of brand names is not only a process to find a counterpart in the target language, but also a process of re-creation, because different countries and nations have different cultural background. Based on many convincing examples, this paper introduces the characteristics and functions of brand names, states the principles of the translation of brand names, and offers the available and useful methods for the translation of brand names.