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Abstract
With the development of global economic integration, more and more Chinese enterprises have realized the importance of brand names as well as their translations. It is hardly too much to say that a good brand name and brand name translation deeply influence the marketing of products. As a result, the author of the paper has been interested in brand name translation. This paper attempts to analyze the methods of brand name translation from the perspective of cultural differences. In the author’s opinion, cultural differences always exit in translation among different countries. When translating, translators should choose some proper methods and overcome the barriers brought about by cultural differences, thus transmitting the source culture information accurately.

Key words: brand name, brand name translation, cultural differences

摘  要
随着全球经济一体化的发展，越来越多的中国企业认识到商标极其商标的翻译的重要性。不夸张的说，商标及其翻译极大的影响着产品的市场。因此，产品的命名及其翻译引起笔者的兴趣。本文从文化差异的角度浅析商标的翻译方法。笔者认为不同国家的文化间必然存在着文化差异，译者在翻译过程中需要遵循一定的翻译方法，并要处理好文化差异，这样才能准确传递源文化的信息。

关键词：品牌名称 品牌名称翻译 文化差异

Contents
Acknowledgements
Abstract
1 Introduction…………………………………………………………………………...1
2 Overview of Brand Name……………………………………………………….2
2.1 Definition of Brand Name……………………………...………………………2
2.2 Formation of Brand Name……………………………………………………...2
2.3 Characteristics of Brand Name…………………………………………………3
3 Cultural Differences and Brand Name……………………………………………….3
3.1 Culture………………………………………………………………………….3
3.1.1 Definition of Culture………………………………………………………4
3.1.2 Characteristics of Culture………………………………………………….4
3.2 Interrelationship between Chinese Culture and Brand Name………………….5
3.3 Influences of Cultural Differences on Brand Name………...…………………6
4 Brand Name Translation…………………………………………………………….6
4.1 Function of Brand Name Translation…………………………………………...6
4.2 Criteria of Brand Name Translation…………………………………………….7
4.3 Case Studies…………………………………………………………………..7
4.3.1 An Investigation of Brand Name Translation……………………………...7
4.3.2 Some Methods of Brand Name Translation………………………………..9
4.3.3 Analysis of Problems and Suggestions…………………………………...10
5 Conclusion………………………………………………………………………….. 11
References………………………………………………………………………………13

Analysis of the Translation of Brand Name from the Perspective of Cultural Differences

1 Introduction
With China entering into the WTO, Chinese enterprises are confronted with more powerful international competition and more opportunities than ever. The enterprises have come to realize that one of their most valuable assets is their brand name. And an effective brand name can promote the brand development process and enhance the perceived value of a product. Some enterprises even spend quite a large sum of money in seeking for it. Then a variety of English brand names appear in the market. Some good English brand names have enjoyed their success in the international market, such as Haier (electric appliances), while some improper translations have suffered failures and caused great loss. One of the major reasons is that the translations neglect cultural differences between the source language and the target language, such as the translation “白象” into “White Elephant.” As we all know, culture has formed during the long process of human development. Different nations have different life本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。