| With the globalization of the world market and increasingly implementation of China's opening-up policy, a great number of foreign products pour into Chinese market. In order to get the Chinese market segment, the translation of their brand names is of vital importance.The brand name embodies cultural characteristics in different nations, societies and times. It aims to publicize its products and attract consumers. The task of brand name translation is to create desirable names to promote their products. In translating brand name from English to Chinese, the translator is required to create brand names that can convey the message of the original appropriately but also be accepted as well as appreciated by Chinese consumers. Sometimes, he or she may adjust the original English name so as to render the translation in such a way that both content and form are acceptable and comprehensible to the intended consumers.Adopting Nida's functional equivalence as its framework, this paper, therefore, focus on how to translating the existing English brand names to Chinese names. It cites numerous typical example of English brand names'translation to imply that the translating process is a requiring work because of linguistic and cultural difference between English and Chinese language. It also attempts to study the problems that are often encountered in translating English brand names into Chinese and suggest ways to solve them. |
