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1、BrandNameTranslationinChina:AnOverviewofPracticeandeory1.ImportanceofbrandnametranslationinChinaInanageofeconomicglobalizationwheninternationalbrandnamesbecomethenorm,businessesaroundtheworldsparenoefforttomarkettheirproductsorservicesintheworldmarketplaceandtobuildt
2、heirbrandimagesonaglob-albasis.Beforeenteringintoworldmarket,developingtherightinternation-albrandnameshasbecomeaveryimportantmarketingstrategytomostbusi-nesses.isarticle,however,willnotstudyhowtodevelopnewinternationalbrandnames,butwillonlyfocusontranslatingexistin
3、gbrandnamesfromonelanguageintoanother,hereitisfromChineseintoEnglish.What’sinaname?Whenitcomestoabrand,itmeansenormousvalue.Brandnameisafundamentallyimportantchoiceofbrandelementsasitoencapturesthecentralthemeorkeyassociationsofaproduct.Namingcanbecru-cialtobusiness
4、es.AgoodbrandnamecanbringaboutunexpectedadvantagesjustlikeApple,PampersandLuxdo,whileabadonecanjeopardizethebusi-nessjustlikeNovaandIncubusdo.Soisthecasefortranslatedbrandnames.Awell-translatedbrandnamecanadjusttolocalmarket,lingual,cultural,andlegalenvironments,can
5、reflectbrandimage,canconveyproductinformation,suchasCoca-Cola’stranslationintoChinese可口可(ke-kou-ke-le),mean-ing‘tastyandhappy’.Whileabadlytranslatedbrandnamecanonlyevokeun-favorableassociationtocustomers,suchasLactogen’stranslationintoChinese—勒吐精(le-tu-jing),meaning‘
6、forcingyoutovomittheessence’.Asthetermimplies,brandnametranslationisonepracticalformoftrans-lation.Unlikeotherformsoftranslationthatinvolveswholetext,brandnametranslationisthetransferofsinglewordorfewwords,thushavingitsownspe-cificrequirementsandcharacteristics.Trans
7、lationofbrandnamesisgettingimportantintoday’sglobalizationofeconomy,andisvitaltocompaniesthatdobusinessesinforeigncountries.Itisanespeciallyworthwhilesubjectmat-tertostudyforChinesebrandnames,asChinaisthelargestdevelopingcoun-trywithitseconomysteadilyintegratedintot
8、heworldeconomy.TranslationofbrandnameshasbecomeincreasinglyimportantandacriticalstrategicchoiceforChinesebusinesseswhowanttocompeteinthegl
