A Study On The Translation Of Brand Names

With the rapid development of China's economy, more and more Chinese products are being exported to the international markets and more and more foreign merchandise is also being imported to Chinese markets. In order to build famous Chinese brands in the world and help foreign products to be accepted in Chinese market, the study of band name translation presents the importance of immediacy, besides the study of the quality of goods as well as the brand design itself.A successful brand name and its translation can be helpful for the products to gain great profits. The translation of the brand Coca-Cola has been regarded as model in the translation of brand names.The thesis intends to investigate the issue of translation of brand names in theoretical and practical aspects. The translation of brand names has its own unique features different from ordinary brand name: (1) brevity, (2) novelty, (3) readability, (4) distinctiveness and sonority and (5) elegance, all for the purpose of arousing the customers' purchasing desire and promoting sales.Major and common methods—transliteration, literal translation, combination of transliteration and liberal translation, and adaptation approach are analyzed in this thesis. There is no absolute demarcation between these methods. A good translation may often need the combination of more than one method and really demands the translator's creativeness. And customers' response is the only criterion to judge the quality of a brand name translation. Only those customer-oriented renderings will be accepted and remembered, and only they will be the final winners in the market.