Analysis Of Translation Of Chinese Brand Names From A Functional Translation Perspective

A strong brand has the power to capture consumer preference and loyalty,and brand name counts in any branding strategy that aims to build brand recognition.With the globalization of market and development of internet technologies,more and more companies are able to enter the global market and develop foreign customers,and more Chinese enterprises desire to build an international brand.For them,translation of brand names is a necessary step they have to take in order to compete in foreign market and build brand recognition in target countries.This thesis studies the translation of brand names from a functional translation view,which promotes a functional equivalence between original text and target text rather than a linguistic one.Guided by the functional translation theories,we analyzed the present situation of brand name translation in China,and discussed the relation between original brand name and translated brand name,as well as the role of the translator in the process of brand name translation.For considerations that brand names,as a special kind of text,must function in the market and business environment,we also made research into marketing theories to learn from the marketing people.Based on these research,we proposed several principles for translating brand names,by following which the translators are more likely to produce a brand name that is able to thrive in the market.Still,we insist that the translation of brand names requires much more than translation skills,professionals in marketing,legal affairs and so on should also be involved in the process of brand name translation.