Study on Translation Strategies of English Brand Names

DOI

10.2991/iccessh-17.2017.154How to use a DOI?

Keywords

brand names; influence factors; translation strategies

Abstract

With the continuous development of world economic globalization, international business cooperation and exchanges have become increasingly strengthened. In the increasingly fierce market competition, the brand name has become the core content of enterprise competition. When a local successful brand is going to the overseas market, the most important factor to be considered is the translation of brand name in the target market, in addition to the quality of its products. The target market consumer's attitude towards a new brand or a new product largely depends on its first impression they get from the brand name. Therefore, when translating an English brand name into a Chinese brand name, companies should take a combination of factors into consideration, such as the cultural differences, marketing, psychology and other related disciplines. This essay discusses the issues of English brand names translation from three aspects. The first part analyzes the linguistic features and non-linguistic features of English brand names. The second part focuses on the four factors that influence the English brand names translation, namely, the target market consumers factors, the original purposes of the English brand names, the purposes of translation and cultural factors. In the third part, it first puts forward the four principles that should be followed in the process of translating English brand names into Chinese, that is, the principles of translation theory, the principles of product attribute, the principles of possessing symbolic and aesthetic meanings, and the principles of marketing. Secondly, by analyzing classic cases, this essay introduces several strategies of English brand names translation, namely transliteration, free translation, creating neologisms and literal translation. At the end of this essay, it summarizes the importance of English brand names in the economic development and the necessities of the study.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xu Zhang
AU  - Yi Ru Wang
PY  - 2017/06
DA  - 2017/06
TI  - Study on Translation Strategies of English Brand Names
BT  - Proceedings of the 2nd International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2017)
PB  - Atlantis Press
SP  - 635
EP  - 640
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccessh-17.2017.154
DO  - 10.2991/iccessh-17.2017.154
ID  - Zhang2017/06
ER  -