Comparative Studies Of The Features Of Brand Names And Their Intercultural Adaptability--Comprehensive Studies Of Brand Name Translation

A brand nowadays is more than a symbol used to identify the product or its maker, it is now more often considered as a kind of relationship and communication with the consumers, which helps realize the ultimate goal of brand positioning, that is, to satisfy their physical and emotional needs and persuade them to purchase products.According to the context of brand positioning, the present thesis, from the perspective of intercultural communication, adopts the Adaptation Theory as the theoretical framework. In order to adapt to the target consumers in those aspects concerned with linguistics and culture, the author pays closer attention to target consumers, analyzing their languages, ages, genders, values and beliefs, and the physical world they live in, which exert great influence on their attitudes towards the brand names translated into the target language and their ultimate consuming behavior.With the goal of carrying out as objective a research of BT as possible in mind, the author compares the statistics of both the English and Chinese brand names and the target consumers respectively. In such a way will an adaptation model of brand name translation be established.In conclusion, theoretically and practically, the tentative study of brand name translation will be conducive to both translators and professionals dealing with brand positioning.