摘要 

21世纪的我们都生活在一个“地球村”里，我们国家与国家之间紧密联系，尤其体现在贸易方面。如今我们的日常生活中走进了越来越多的国外品牌。那么国外品牌在引进时为了让我们能更好的了解产品的功能、特点以及与其他产品的区别，品牌名称的翻译就显得尤为重要。一个好的品牌翻译不仅能够吸引消费者的目光，促进消费者的消费，还能有利于品牌在其他国家的长久发展。所以很多跨国企业在出口产品到中国时，会尤为考量中国的文化背景，毕竟一个触犯文化禁忌的产品名称是一定不会被接纳的。这篇文章从品牌翻译和文化及语言的关系研究起，目的就是引起对品牌翻译的重视，从而打开国外市场，让自己的产品在其他国家也能有好的销售业绩。

关键词：品牌翻译；文化差异；翻译原则；消费

Contents       

Introduction 1

1. The Relationship between Language and Culture 3

1.1 Communication on the Basis of Cultural Diversity 3

1.2 Cultural Differences between China and the West in Translation 3

2. The Relationship between Translation and Culture 4

3. Language and Brand Translation 5

3.1 The relationship between Language and Translation 5

3.2 What is Brand Translation 6

3.2.1 Following the Principles of Local Culture 6

3.2.2 Following the Principle of Phonetic and Semantic Relevance 7

3.2.3 Following the Principle of Simplicity and Clarity 8

4. Brand Translation and General Translation 8

4.1 What is Brand Translation 9

4.2 Points for Attention in Brand Translation 9

5. Problems and Common Errors in Brand Translation 10

5.1 Brand Translation does not Understand Popular Culture 10

5.2 Solutions to Brand Translation Problems 11

Conclusion 12

References 13