Translation Of Garment And Footwear Brand Names

With the speeding-up of the globalization, the competition for the global market among the entreprises home and abroad are becoming more and more intense. In order to expand the business globally, all the entreprises need globally-recognized identities, which are the trademarks or the brand names. How to transcend the borderline between Chinese and English languages and cultures by means of translation and to create a truly global brand name? This thesis makes a brief introduction on the development of brand name translation in China, analyzes the compositions, the characteristics and the functions of garment and footwear brand names as well as many factors that affect the translation process of the brand names, and illustrates the aims and the importance of trademark translation. Based on the intrinsic characteristics of garment and footwear brand names, the thesis discusses the brand names translation methods through the perspective of the Skopos theory by analyzing a large number of translation practice and data collected in the market. And the analysis leads to the conclusion that the garment and footwear brand name translation methods, which can be diversified, should be determined by the utmost aim of the entreprises----making profits. The thesis is expected to provide some help and useful suggestions for the brand name translation practice and the creating of famous brand names in China, particularly for Fujian’s garment and footwear manufacturers.