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t to a great majority of people， “BMW” is also a very famous brand. “Panasonic”， a Japanese brand for a great variety of electronic products like TV， Hi-Fi， CD player， DVD player etc， has a Chinese brand name as “乐声”， similar to the meaning of “beautiful sounds， music” in Chinese. “Hewlett-Packard”， a computer hardware corporation， now is known in China as “HP” or “惠普”， instead of its long and complicated original brand.  “NEC”， an electronic appliance brand， does not have a translated brand name.  Still， “NEC” is known to many people. 
From these examples， it can be concluded that there two possible ways to cope with such situation: one is to keep its original brand name like “NEC” and the other is to design a new Chinese brand name for the product like “乐声” and “惠普”. As long as it follows the preconditions of creating a successful translated brand name， different methods can be used on the basis of the actual situation. 

III.  Conclusion  结论

  Taking into account the detailed analysis and various examples discussed in this paper， it can be concluded that in translating foreign brand names， cross-cultural difference serves as a major influential factor. This factor should be prioritized when we deal with the translation of foreign brand names. In order to achieve a satisfactory result of the brand name translation， we， in the first place， must keep in mind the three preconditions discussed in this paper， namely， good semantics association of the translation， reflection of the product’s features and simple， easy to remember translation. Then， we could try our best to apply different methods to the translation work such as literal translation and transliteration. If necessary， two other methods， keeping the original name and working out a new brand name should also be considered. 

Works Cited  参考文献

Bao Huinan. Wen Hua Yu Jing Yu Yu Yan Fan Yi (文化语境与语言翻译， Cultural Context and Language Translation). Beijing: China’s Foreign Language Translation Publishing Company， 2001.
Chen Dezhang. “Cultural Connotation of Animal Words in English and Chinese” Aspects of Intercultural Communication—Proceedings of China’s 2nd Conference on Intercultural Communication. Ed. Hu Wenzhong Beijing: Foreign Language Teaching and Research Press， 1999. 234-247
Wells， William， et al. Advertising—Principles & Practice 4th ed. Beijing: Qing Hua University Press， 1999
Xu Chongxin. “Cultural Exchange and Translation” Wen Hua Yu Fan Yi (文化与翻译， Culture and Translation). Ed. Guo Jianzhong Beijing: China’s Foreign Language Translation Publishing Company， 2001. 83-93

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