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eys the original information of the product. Although it is not feasible for every brand name to be translated literally， literal translation is still put to use by some foreign brands. In order to be able to apply this method to the translation， the original brand name should be notional words. 

For example， the translation of “Mr. Juicy” into “果汁先生” can give customers a very clear idea that it is a fruit juice brand while at the same time it forms a cartoon image in people’s mind. “Pioneer”， an electronic appliance brand， translated as “先锋”， can convey to the customers the message that it is the pioneer of the electronic appliance industry. “Microsoft”， the American software giant company， also adopts literal translation method to register its Chinese brand. Translating “Micro” as “微” and “soft” as “软”  successfully transmit the implied meaning: a basic， tiny and delicate software. Two paper towel brands， “Soft&Clean” and “Breeze” are translated as “洁柔” and “清风” literally.  “洁柔” conveys the original meaning of the brand entirely and caters to people’s requirements for paper towel while “清风” arouses people’s association of the comfort brought by a breeze.

b.      Transliteration;
In cases that the original brand names are not notional， that is to say， they do not make sense to the customers literally， transliteration is often used. It can be noted that many import brand names do not have actual meanings， the best way to translate them is transliteration. The strongpoint of using transliteration is that it can best preserve the rhyme and rhythm of the original brand， reflecting the product’s special emotional appeal. (Bao Huinan 285)
   Examples of transliteration of brand names are in great amount， such as: “Marlboro” as “万宝路”， “Carlsberg” as “嘉士伯”， “Hennessy” as “軒尼诗”， “Lipton” as “立顿”， “Revlon” as “露华浓”， “Mazda” as “马自达”， “Renault” as “雷诺”，  “Sony” as “索尼”， “Intel” as “英特尔”， “Mag” as “美格”， “Dell” as “戴尔”， “Erisson” as “爱立信”， “Siemens” as “西门子”， “Ricoh” as “理光”， “Nikon” as “尼康”， “Olympus” as “奥林巴斯”， “Adidas” as “阿迪达斯”， “Gucci” as “古姿”， “Rolex” as “劳力士” and “Omega” as “奥米茄”.

   Though this kind of translation can hardly associate the feature of the product with the name， they do follow some of the preconditions mentioned earlier in the paper like using characters with favorable meanings and making the translation short and fair-sounding. Take “IKEA” for instance， it is a famous furniture brand and its translation “宜家” makes use of the character “宜” meaning “appropriate for” and “家” meaning “home” to imply that the furniture are very appropriate for your home. Also， “宜家” is very easy to remember and sounds like its original brand very much. 

c.       Others Methods; 
To deal with the translation of various foreign brand names is no easy job.  When neither literal translation nor transliteration works， other methods should be made use of. For instance， “BMW”， a famous automobile brand， has a Chinese brand name as “宝马”， which is also known to many Chinese customers. “宝马” is neither a literal translation nor transliteration， but it is still a very impressive brand name if all those preconditions discussed earlier are considered. “宝” means “precious” and “马” (horse) implies that it is a automobile as “马” is one means of transportations in ancient China. Bu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。