Abstract
Brand culture is the soul of the brand, and the brand name is the direct manifestation of the brand culture which affects the translation of the brand name in international branding. However, little research has been done (1) on the brand culture represented by the brand name or (2) on how to deal with the brand culture represented by the original brand name in translating process. Based on the empirical evidences of the Chinese translation of some famous English brand names, the author first identifies the brand culture represented by the brand names, and proposes that the repositioning of the brand culture plays an important part in international branding, and finally put forward the strategies of translating brand culture in the process of brand name selection.
Highlights
In the era of globalization, more and more companies provide their products and services across markets where languages and cultures are different
That means most of the brands, originating from a particular cultural context and a significant part of their brand equity is tied to the culture represented by the brand names, have to reexamine and reposition their brand culture to determine an appropriate brand name translation
There are few studies on brand culture represented by the brand name or on how to convert the brand culture represented by the original brand name to the translated version in target language
Summary
In the era of globalization, more and more companies provide their products and services across markets where languages and cultures are different. How to translate the brand culture represented by the original name has become one of the key issues in the research of international branding. With the Chinese name selections of some well-known world brands, the purpose of this research is to explore the strategies to deal with the brand culture in the process of brand name translation.
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