On Current Situation Of Brand Name Translation In Shanxi And Its Solutions

With China's further integration with the international market, the brand name translationplays a crucial role during the process of the ordinary brand name translating into aninternational one, which directly influences and determines the future and destiny of theenterprise. Brand name translation of the products, as a significant role of establishing imageand doing marketing in the fierce international competition, changes into intangible assets andgreat wealth for its enterprise.As far as brand name translation has such an important and far-reaching significance, a lotnumber of domestic and foreign scholars have devoted themselves to this field of study, wheresophisticated and dynamic nature of brand name translation has been proved. Theoreticallyspeaking, global brand name translation is a very complicated process because of its diversitiesof different cultures and backgrounds, therefore, how to translate brand name with high qualityplays a critical role for the success of global brand name management.Compared with other coastal cities and international places, studies related with brandname translation in Shanxi are relatively backward, however, with the continuous economicand social development, the well-known brand name will definitely be increasing in this place.Yet, what is the real current situation of brand name translation in our Shanxi Province? Thishas been lacked of research. That is why the brand name translation research of this region hasbecome more critical.This paper first introduces briefly the conception and functions of brand name and thensummarizes most commonly-used brand name translation strategies, furthermore, recalls andanalyzes history and actuality of domestic and foreign brand name translation development. Onthis theoretical basis, through data collection, with the help of method of quantitative andqualitative research, characteristics and tendency of brand name translation in Shanxi Provincehave been analyzed extensively, with its focus concerned with general situation of problemsand shortcomings, such as monotonous strategies of brand name translation; lack for the fullfunctions in brand name translation; lack for culture awareness in brand name translation; lack for aesthetic appreciation in brand name translation.On the contrary, there is still certain brand name translations in Shanxi are considered assuccessful, the whole situation of which is not too pessimistic. Needless to say, ShanxiProvince, where a small amount of successful brand name translations can still be found, isalso worthy of study. Through the way of public survey of target customers, this papercollected the most successful brand name translations in Shanxi, for which in-depth andthorough investigation has been made. Finally, with the aid of inductive method, grounded onthe successful cases of representative brand name translations gathered in Shanxi Province,along with some unexceptionable and classical cases of famous national brand nametranslations, unique suggestions and solutions will be put forward, from the aspects oftranslation skills, strategies, orientations and so on, to other brand name translations of thisarea.Local characteristics of Shanxi are the major features and highlights of the whole study.Ninety local brand names and their translations have been picked out, by fully use of them wecan specifically rise up questions and then solve problems. The whole study is determined toaccelerate the development of brand name translation in Shanxi Province, eventually enhancethe overall brand name image of the entire place. As the international market continues to openup, in the near future, the brand name translation of Shanxi will definitely be given highpriority, only in this way can we make our Shanxi towards a competitive position to meet thechallenges of the world.