Analysis And Exploration Of Brand Name Translation

This thesis attempts to explore the approaches for BNT (brand name translation) through analyzing the brand name formations and its characteristics: literal translation, transliteration, free translation, mixed translation, complementary translation and communicative translation. When brand names can find the equivalent word in target language, communicative translation can bring the vocative effect to the BNT. Blended with principle of BNT, cultural influence is studied in details. On the basis, the author summarizes the existing problems in BNT in China. At the same time, a few suggestions are provided to improve the current situation, i.e. to blend the branding and translating into a comprehensive whole. In the end, the thesis concludes: BNT is an art as well as a science. BNT should conform to the habitual use of target language, the cultural and aesthetic psychology of customers in target market. And BNT is customer-orientated or effect-orientated translation.The thesis includes six parts. Chapter One is an introduction. Chapter Two analyzes brand name formation and its characteristics. Chapter Three explores BNT approaches and principles. Chapter Four is cultural influence factors. Chapter Five summarizes some existing problems in current Chinese BNT and put forward the suggestions. The last part is a conclusion based on the discussion in the previous chapters.