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“散” (ease， dispel)， “利” (be good for) and “痛” (pain) to indicate that it can ease people’s pain. “Benz” and “Porche”， two famous automobile brands， are translated as “奔驰” and “保时捷” with “奔”， “驰” and “捷” all meaning going very fast. “Reebok”， a brand for running shoes， is translated as “锐步”.  “锐” (sharp， vigor) and “步” (foot) all serve to convey the features of the product.  
However， there are also translated brand names that cannot arouse customers’ association with the products.  For example， “Mentos”， translated as “曼妥思”， “Dove”， translated as “德芙”， cannot directly reflect what they are.  Actually， “Mentos” is a kind of candy and “Dove” is a famous brand for chocolate. 

c.       The translation of the brand name should be simple， concise， easy to remember and have fair-sounding pronunciations.
Besides the above-mentioned two prerequisites， a successful translation of brand name should also be very simple， concise and easy for customers to remember.  Also， a fair-sounding pronunciation is essential. Bao Huinan， again in his paper suggests that “…another essential principle for the translation of import commodity brand name is that the translation should be concise and easy to memorize.” If the translation sounds too complicated and awkward， people can hardly remember it. Successful translation of brand name will be on everyone’s lips.  
“Sprite” and “Fanta”， two soft-drink brands， are translated as “雪碧” and “芬达”， both of which are very easy to remember. “理光” and “柯达”， translations of “Ricoh” and “Kodak”， are two brands that Chinese consumers are very familiar with. Examples of such translations are plentiful， like: “Samsung” as “三星”， “Sanyo” as “三洋”， “Toshiba” as “东芝”， “Hitachi” as “日立”， “Audi” as “奥迪”， “Buick” as “别克”， “Nike” as “耐克”， “Puma” as “彪马”， “Casio” as “卡西欧”， “Siemens” as “西门子”， “Nokia” as “诺基亚” ， “Mag” as “美格”， “Epson” as “爱普生” and “Cannon” as “佳能”.  All such translations use very simple characters that are easy to pronounce and have very fair-sounding pronunciations. 
   To conclude， these three preconditions are vital to the success of the translation. Although it is impossible to achieve all three roles at the same time， efforts should be tried to gain the best result. Sometimes， a good translation holds all these advantages. “Nike” ‘s Chinese translation “耐克” is very short and easy to remember while “耐” means “wearable”， which is just the right word to describe clothes. That’s probably one of the reasons why “Nike” is so popular in China nowadays. 

2.  Methods for Foreign Brand Name Translation  外国品牌名称翻译的方法

   Speaking of methods of translation， literal translation， free translation and transliteration are always mentioned. In brand name translation， they are also in common use. According to William Wells’ advertising book， he argues that it is particularly difficult for international companies to adapt to names and product slogans in Chinese. It can be seen then， translating foreign brand names is really a hard nut to crack. To achieve the best effect， sometimes some special methods are also needed. 

a.      Literal translation;
Literal translation of brand names， Bao Huinan explains， is to directly translate the literal meanings of the brand. The advantage is that it conv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。