英语论文网

From the point of the export corporations, they should put more investment on the brand name’s translation.

Ⅰ. Introduction to Brand Name
It is well-known that the trademark of the commodity just as human’s name, the word has had been usually referred when the manufacturers would like to build a new brand as the public praise. It would be an invisible property to the enterprises.
A. Edification of Brand Naming Question
“A rose by any other names would smell as sweet” was said by Shakespeare. It is a pity that he is wrong from the point of marketing. What we see is only what we want to see, what we smell is also what we want to smell. Actually, the core that inculcated to the customer is not all kinds of characteristics of the product but mainly brand names. Brand names whether perfect or poor have great effect in spreading and selling the commodity. What has been hidden in the brand name? Brand name works just like a key, which open the spiritual door that lurked in the customers. The great master of marketing and father of localization theory A. Rees points out: “In the times of localization, the most important marketing decision you need to make is to give a name to the commodity.” Brand name is the most distinctive sign relied by the customer when they are selecting and buying something. To a large number of products, brand name plays the role as the main instrument of making the brand different from the others.
B. Necessity of Professional Correction
With the progression of the globally integrative economy, the international trade has become the vital impetus to promote the economical development of the countries in the world. The brand translation then plays an important role on external sales situation. Just like the American scholar A. Rees said: “Brand name translated well or badly, maybe directly leads millions of dollars difference to the sales achievement.” At present, associate professor Dang Fangli from Shanghai Finance and Economics University points out, the export corporations in our country now are confronting with the barriers and risks caused by international culture difference. Now and again, there are cases that the sales of the export commodity are blocked because of mistranslation of the本论文由英语论文网 www.51lunwen.org整理提供 brand names. Nowadays, the translated brand has been turned into the important “face” to the products of the enterprises and brand globalization. A good translation to the brand may make the brand well-known; on the other hand, an unsuccessful translation to the brand may make the sales of the product fall quickly. In recent years, although many enterprises of our country have made congratulatory achievement in brand translation when they are ready to enter into the international market, there are still some problems need to be solved. In the following, there are unsuccessful cases about the brand translation of the internal and external enterprises, hoping to arise the attention of the readers especially the translators and the export enterprises.
“Win at the starting line with a good name” which describes the importance of a good brand translation to the marketing of the corporation said by the experts in Brand Institute of China. As the brand name is considered to be the “golden business card” in export, and we can see the difficult situation that the export enterprises and the translators must face up, so it is significant to find a professional correction to them and do