Study on Brand Name Translation from Cultural Perspective

ABSTRACT
This paper studies the principles regarding brand name translation from cultural perspective as expression of brand name is deeply rooted in local culture. A sharp grasp of the cultural element in brand names can help understand the business information concealed in brand names such as company images or values of company. Thus, translation of brand names from cultural perspective should delve into the cultural connotation through aspects such as cultural aesthetics, cultural psychology and language code etc. and furthermore retain or transfer those elements in target language delivery.
A good cultural-based translation can form idiom expression, borrow an existing image, and cater to cultural aesthetical need, thus attracting consumers easily. As Chinese enterprises are experiencing an export boom, paying attention to brand name translation will largely contribute to their improving market penetration in foreign countries.
Keywords: cultural intelligence, brand name translation, principles
Contents
Introduction    1
Chapter 1 The Current Research of Brand Name Translation.2
Chapter 2 The Importance of Culture and Language in Brand Name Translation    3
Chapter 3 Principles in Brand Name Translation from Cultural Perspective by Example Analysis    4
3.1 Research Methodology   4
3.2 Inappropriate Translations from Cultural Perspective    4
3.2.1 Failure to consider linguistic connotation    4
3.2.2 Use of Pinyin as English name    5
3.2.3 Failure to consider language code6
3.3 Normative Principle in Brand Name Translation from Cultural Perspective7
3.3.1 Borrowing an existing cultural image to explore the intension of product.7
3.3.2 Paying attention to cultural psychology to cater to different preferences    8
3.3.3 Considering cultural aesthetics to command the market .9
3.3.4 Considering language code phonologically and semantically 10
Conclusion    12
Bibliography.13
Appendix14