Translation Of Brand Names From The Perspective Of The Functional Equivalence

Brand name is the result of the development of commodity economy, playing an important role in daily life. With the acceleration of economic globalization and continuity of the open policy, more and more foreign products are coming into China while an increasing number of China-made products are exported to other countries. People come to realize the importance of good brand names and their appropriate translations in the process of promoting sales, so the study on the brand name translation is not only necessary but also urgent.With the present thesis, the author firstly introduces generally some elementary knowledge of brand names, such as the definition, function, value and classification. And then, the author briefly reviews the translation theories and principles including Yan Fu's faithfulness, expressiveness and elegance, Peter Newmark's semantic translation and communicative translation and Nida's functional equivalence theory.Focusing on the functions of brand name, the thesis is based on Nida's functional equivalence theory and analysis how it is applied to brand name translation. In addition, by means of case study, this research brings different translation techniques and approaches of brand name translation into examination, such as transliteration, literal translation, combination of transliteration and literal translation and creative translation.This thesis believes that brand name translation has a variety of techniques and skills. But in general, it should be based on functional equivalence theory in order to achieve the basic functions of brand names. At the same time, the thesis hopes that through a systematic exposition of the bilingual translation of brand names, it can produce with a certain reference and guiding significance.