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e following two reasons: 
1.  Translation of a brand is as important as its original name.
On one hand， the original brand name is part of the value of the product itself. A strong brand name wins the reputation for the product， keeping the product alive. On the other hand， the translation of the brand name is also crucial to the survival of the commodity in a foreign market. Suppose one product became well-known in its domestic market with its original brand， which rooted deep in the local costumers’ mind. However， when this product goes to a foreign market， the original brand becomes so unfamiliar that few or even no people recognize it. To regain the popularity it ever had， this product， without doubts， needs to have a good translation of its brand. 
2.  Translation servers as a medium of communication， making the translation of brand names significant in the commodity trade. 
“Language is the carrier of culture…Translation serves as the bridge of cross-cultural communication.” (Bao Huinan 5， my translation) At present， a product’s brand name has become an approach for communication.
Besides the original brand name， its translation also serves as a medium of communication as translation itself， dealing with different languages， is considered to be a way to communicate. In addition， translation is believed to be a way to exchange ideas and culture， to promote understanding among different countries and nations. (Xu Chongxin 83)  From all these we can see that because translation serves as a medium of communication， translation of brand names plays a very significant role in commodity trade.  
Therefore， from the two above-mentioned standpoints， it can be seen that attention should also be paid to brand name translations but not only the original ones. Hereto， the reason why translation of brand names worth discussing has already been justified. In the following parts， the preconditions and methods for foreign brand name translation will be explained.

B. The Preconditions and Methods for Foreign Brand Name Translation 

1.  Preconditions for Foreign Brand Name Translation
Brand names of import commodities are created by foreign manufacturers and advertising designers， thus they inevitably contain different cultures characteristics. When they enter the Chinese market， they will mainly face Chinese consumers. Whether they can win the market share and the favor of Chinese customers depends greatly on their brand name translation. A good translation will have enormous impact， though invisible， on consumers’ mentality. (Bao Huinan 281) To work out a good translation， the following preconditions should be considered in the first place:
a.       The semantics association of the translation should cater to the mentality of Chinese consumers.
Differences in different countries’ social systems， natural environments， religious beliefs， customs， thoughts and languages bring various semantic associations to people， creating all kinds of obstacles and difficulties for translation. (Bao Huinan 22) As Chinese people prefer those characters that contain favorable meanings like luck， happiness， success， beauty， elegance， preciousness， beneficial， healthy， energetic and those can express propitious， good and promising ideas， characters like “吉” (luck)， “乐”， “喜” (happiness， joy)， “佳” (fine， good)， &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。