摘  要

随着经济全球化的发展，越来越多的商品涌入中国市场，而商品品牌翻译的成功与否则成为商品是否能占领国际市场，顺利推行品牌战略的重要环节。中国品牌翻译研究大致源于上世纪90年代，研究成果已初见成效，但是鉴于英语日用品品牌名称特殊的文体结构，以及语际之间翻译的文化差异，现有的翻译原则以及研究成果，还不足以解决日用品品牌名称英汉翻译中的问题，本论文通过文献分析以及案例研究的方法，以对比分析一些成功的品牌名称翻译案例为基础，综合已有的日用品品牌名称翻译方法，归纳了几种实用品牌名称英汉翻译方法，品牌名称翻译更重要的是在源语基础上再创造的过程。

关键词：日用品品牌；英汉翻译；原则；方法

Abstract

Driven by globalization and internationalization, an increasing number of overseas commodities swarm into Chinese market. It is a key point for those foreign brands to win the Chinese consumers’ favor and confidence in the context that foreign enterprises spare no efforts to explore a new market in China. Brand name translation research in China originated from the 90s. Many scholars came up with some theory and have obtained some achievements of brand name translation in the past 30 years. But in view of its particular stylistic characteristics, no current translation principles like “faithfulness” and “coherence” can deal with the problems of daily commodities brand name translation from English to Chinese.This thesis summarizes several approaches for the English-Chinese brand name translation by means of document analysis and case study.  In this very basis the effective and practical approaches are explored for the English-Chinese brand name translation. For brand name translation practice, the re-creation on the basis of the source language is the most important.

Key words: daily commodities; brand name; translation; approaches