Abstract:

With the fast pace of globalization, the domestic market cannot gratify most major firms any more in the developed countries, so most of these companies are seeking share in developing countries, such as China, India. At the same time, more and more developing countries’ companies come into the developed countries. For these companies, how to translate their brand names is the first task to deal with. Therefore, the brand name translation plays an important role in the international economic and trade. This article makes a comprehensive research in terms of cultural differences on brand name translation. The author analyzes culture differences between China and western countries, discusses the cultural influence on brand name translation by many instances, and finally puts forward several methods of brand name translation. The purpose of the study is to help brand name translators realize the importance of cultural influence on brand name translation and avoid misunderstanding caused by cultural differences.

Keywords: Brand Name; Culture; Cultural Influence; Translation

摘要：

如今随着国际经济贸易的不断发展，国内市场已经满足不了大公司的需求，他们需要开发海外市场，与此同时发展中国家也逐渐走进了国际市场参与竞争。对于这些公司而言，品牌名称的翻译就是首先要解决的难题。因此品牌在国际交易中显得日益重要。本文对在品牌翻译中文化差异因素进行了综合探究。文章从文化差异的角度，通过丰富实例分析了文化差异的因素在品牌翻译中的影响，最后介绍了一些品牌名称翻译的方法。本文的目的是帮助翻译人员了解东西方文化差异在品牌翻译中的巨大影响，以及避免因文化差异而造成误。

关键词：品牌名称；文化；文化影响；翻译

1 Introduction
With the great development of the international economic exchange, nowadays, the brand name in the international economic business is playing a crucial role. A brand name is one significant parts of the products, which is the name of a kind of product or service, which is constantly contains simple words, and the brand name does not always have its seemingly meanings. The brand name cannot only indicate the products’ quality, but also have the possibility to raise the customer’s sense of culture association. Then, a great brand name can make a satisfied sales promotion and help the company promote the particular enterprise culture.         
The brand name generally has a specific implication of a company culture. The purpose of this paper is to let more and more people understand the great influence of cultural differences on the methods of brand name translation and help translators rich a higher level on the way of brand name translation.