On The Brand Name Translation

Naming and translation of brand names are merchandise sales- oriented practice, which should take target consumers` psychological needs, cultural orientation and aesthetic tastes under consider, also brand images and brand concepts. Particularly the brand name translation, to some degree, brand name translation is equal to brand naming. Brand is a medium, with the help of which enterprises can convey their enterprise spirit, corporate philosophy and corporate culture to consumers; a brand also can present products and publicizing products. In thesis, several ways of brand naming are listed, following are advantages and disadvantages of them.Brand name is a special literary form, different from other literary forms: brand name has vocative function and communicative function. The core of communicative function is the information receiver. In Newark's view of pragmatic equivalence, brand name translation doesn't have to achieve semantic equivalence. In this thesis, based on previous researches, six mainly translation methods are mentioned, they are: transliteration, literal translation, free translation, mixed translation, complementary translation and communicative translation.In China, early brand name translation methods were transliteration, literal translation and free translation. Due to this, the early evaluation criterion of brand name translation mainly were accordance in pronunciation and meaning, lack of consideration of influences of cultural factors. In this thesis, combining with Wang Xijie's rhetorical theory, by the exercise of positive- negative departure matching and zero matching theory, adaptation theory and brand building theory are set into discussion of how the aesthetic tastes and cultural factors influence brand name translation. This is the innovation of this thesis. Based on this, problems lies in nowadays brand name translations are listed and some solutions for them. After that, the differences of brand name translations among China mainland, Hong Kong and Taiwan are described and also some suggestions for them.Brand name translation is a skill, also an art. The translations concerns customers` impression and acceptation to the brand names. Brand name translation is a complicated comprehensive process and an sales-oriented practice. For this reason, translators should take customers'cultural background and acceptation psychology in to account.