摘要

    随着国内外公司的竞争的日趋激烈，公司的竞争已不单单止于产品的竞争、服务的竞争、销售渠道的竞争，更多的来自于对品牌内涵的竞争。本文将从介绍英文品牌中文翻译的不同策略方法入手，分析各种翻译在中文语境中的优劣差异，分析研究国际品牌在中文翻译中的成功案列，总结中国消费者的文化心理，通过对失败案例的分析，探究中文翻译必须注意的要点。最后进行总结对新商品的中文翻译提供参考，也为中国品牌走向国际市场给予建议。

关键词：国际品牌；翻译；策略；分化差异；品牌案例分析

Abstract

With drastic competition of domestic and foreign companies, the company's competition has not only in product competition, service competition, competition for sales channel, but also more competition from the connotation of the brand. This thesis will analyze the strength and weakness all kinds of translation in the Chinese context and offer the study of international brands translation success and failure cases in China. And the thesis will also summarize the cultural psychology of Chinese consumers and explore the Chinese translation point through the analysis of failure case. Finally it will summarize the Chinese translation of the new products to provide the reference and suggestions for Chinese brand to the go to the international market.

Key words: International brand; translation; strategy; cultural difference; analysis of brand cases

1．Introduction
With the increasing pace of the globalization of economy, a wealth of foreign products flocks into our country. More and more business spared no effort to build their brand images in China. A brand name is not only the symbol of a product but also an essential part of marketing communication. When multinational companies promote their brands in a culturally different area or country, translation of brand names becomes inevitable which is critical to the success of global brand management. If a company enter foreign market successfully, it is important to translate all relevant documents into the target language, including its brand name. Especially, ensure the accuracy of the brand transition, and accord with the culture of the designated market.
In this thesis, since the progress of globalization put forward brand name translation as an important research topic, because of focuses on the existing translation. The primary focus of this thesis is the major concepts of brand name translation for author. A brand name is the first contact with the company and its products for customer. A brand name is what consumers use to talk to potential customers about products. However, a good brand name makes consumers and companies associated with the company, and use their produces. A good brand name advances the market sale. In a highly competitive global market, there are serious problems in way of brand name translation. For many years, brand name expanding into new areas and errors are disastrous.