Abstract and Key Words

Abstract: There are profound cultural differences in English and Chinese brand names. The troubles cultural differences brought should not be ignored. Brand name translation is not just a transition from source language into target language. It is a conversion between two distinct cultures. This paper studied brand translation from the perspective of cultural differences, and put forward concerning tactics. It aims to make a contribution to the establishment and development of new markets for brands.

Key words: brand name translation; cultural differences; translating methods and skills

摘要：英汉品牌名存在着巨大文化差异。文化差异引发的问题不容忽视。品牌名的翻译不仅仅是从源语言到目标语的转换，它是两种不同文化之间的交流。本文从文化差异的角度研究其对品牌翻译的影响，并且提出了相应的翻译策略，旨在为品牌新市场的开拓出一份力。

关键词：品牌名翻译;文化差异;翻译方法


1. Introduction
As the rapid development of global economy, circulation of commodities is moving towards internationalization constantly. For this reason, appropriate translation of brand name has been a hot issue. During centuries, some scholars have been exploring this area. Zhang Yan’ge analyzed the influential factors of brand name, from linguistic, cultural and aesthetic aspects. Besides, an earlier translation policy based on naturalization and supplemented by alienation was posed by Huang Xiao
As language is a branch of culture, translation of brand names must involve two kinds of language. Wang Zuoliang once said, “The most difficult obstacle in translation is the difference of two different cultures”. It is obvious that cultural differences exist in any stage of human civilization and differences of brand name translation are clear because the culture of each nation and country is distinguishable among nations. That’s why some merchandise could be accepted in one country while refused in another, because translators are acquired to consider cultural background behind them.
This article will mainly analyze and discuss the influence of cultural forces reflected in the translation of brands.