The Research On Brand Name Translation In International Business

The flourishing development of international business endows brand name translation of commodities with a new challenge. The dozens of studies on brand name translation carried out have mostly been focused on brand name itself, but ignored the culture factor. Nowadays the brand strategy carried out by the companies, in some extent, is a cultural strategy. Brand names have a certain cultural connotation, which can be endowed by producers or can derive from consumers'associations. The same brand name may trigger different associations in customers, depending on their psychology, culture, value tendencies and customs. This article discusses brand name translation in international business, which considers not only the meaning of the brand name, but also the cultural background, language context, custom and condition, religious belief and aesthetic judgment of different target consumer groups. A lot of examples of brand name translations have been analyzed to emphasize the importance of culture factor in brand name translation through the method of comparison. Brand name translation is not the translation of literal meanings any more. The reflection of culture is becoming more and more important. The analysis shows that the translated brand name should engender the equal or resemble prop gable effect as the original brand does. A successful brand name translation should not only convey the literal meaning and culture meaning, but also attract consumers; stimulate their fine imagination and desire of purchase.Under the direction of Nida's equivalent effect, the article enumerates and analyzes world-famous brand names, meanwhile applies cross-cultural communication, translation aesthetics and pragmatic failure, explores the principles of brand name translation.