The Research On English-Chinese Vehicle Brand Name Translation Strategy

As the perception of products, a brand always achieves communicative function by its brand name. The promotion of a brand in the global market relies on the translation of the brand name. In the transition from source- language to target- language, there are many cases of improper translation causing loss of economy and reputation to enterprises. Although researchers and scholars of linguistics conduct many research on this issue, their focuses are always put on the theories within linguistics, but ignore the combining of business and linguistics theories together. To this research phenomenon, this thesis takes vehicle brand name translation as the example and conducts research on the translation strategy of brand name. The aim of this thesis is to discuss the functions and influences of theories of applied linguistics and business to vehicle brand name translation in the global market, and construct its translation strategy.The researcher collects research data within a certain scope and has the data checked officially. Further, quantitative analysis, case study and contrastive study approach are employed, at the same time; theories of Nida's "functional equivalence" and Integrated Marketing Communication (IMC) are applied in the research to vehicle brand name translation. The results show vehicle brand name translations are different from the text translation. It has its unique characteristics:(1) In the current market, most of vehicle brand name translations focus on the similarities in pronunciation.(2) In vehicle brand name translation linguistic factors, business factors and culture factors are functioning together.(3) The communicative function of vehicle brand name translation should be emphasized. Transliteration, literal translation, mixed translation and creative translation strategies can be applied.