摘要

    随着全球化的飞速发展，国际间的交流日益频繁。这也就是意味着全球经济竞争变得更加白热化。在这一形势下，企业不得不深思一路走来促使他们成功或是导致他们失败的种种因素。其中最重要的也是他们可能忽视的就是品牌名称。一个优秀的品牌名称将会更好地促销产品。除此之外，随着中国加入WTO，越来越多的人意识到一个好的品牌名称对促销产品和巩固市场的重要性。所以在国际市场上，恰当的品牌名称的翻译对一个公司来说尤为重要。因而对品牌名称的研究不仅是必要的而且也是迫切的。

关键词  品牌名称,文化差异,翻译, 问题,方法

Abstract

With the rapid development of the globalization, the international economic communication becomes much more frequent. That also means the economic competition becomes more heated and fierce. The enterprises have to take into consideration a lot of factors which may lead them to success or failure. One of the most important factors that they find they may ignore is the brand names of their products. The design of a good brand name will firmly promote the selling of the products. Apart from these, with China’s entry into the World Trade Organization, more and more people in China have realized the importance of good brand names and international brand names in promoting sales and cultivating markets. So in the international market, an appropriate translation of the brand names becomes very significant. It is therefore not only necessary but also urgent to study brand names.

Keywords  brand names, cultural differences, translation, problems, methods

1  Introduction
Now, it is the era of economic globalization, the two-way trades between countries in the areas of service and products become more frequent in the 21st century. So on the one hand, a multitude of foreign products are entering into our Chinese market; on the other hand, more and more domestic products are making efforts to enter the international market. To obtain a high praise from foreign customers, multinational corporations must spare no efforts to establish a good image firstly. In order to achieve this goal, these corporations take many ways. Apart from the ways of enhancing functions of advertising, increasing the quality of products and consummating service system, introducing a good brand name into a international market is significant.