摘要

随着世界经济的发展，越来越多的中国产品进入国际市场，在这个竞争日益激烈的市场里，有的不仅仅是商品的竞争,更是企业形象和品牌的竞争。越来越多的出口企业认识到企业品牌是一个巨大的无形资产。如果你想成功地出口货物，要求的不应该只是良好的质量和服务,同时也迎合外国消费者的品牌的心理。所以如何设计品牌,并在国际市场上获胜,从而建立自己的品牌声誉是一个每个中国外贸企业的大主题。良好的品牌名称会给消费者一个良好的印象,激发他们的消费欲望。然而,一个糟糕的品牌名称不仅会造成巨大的经济损失,而且影响到企业本身,甚至是国家的形象。而品牌名称也是文化的一个重要部分，文化能够影响人的思想，文化差异也会给现在的国际经济市场带来一定的影响。因此，这篇论文主要通过研究文化的差异和一些特殊的例子来说明中英商标名称中的文化差异。同时，也探讨了一些前人在这方面的研究结果。通过结合前人的研究和自己对文化差异以及商标的认识来更好的解释中英文商标名称中的文化差异。

关键词: 品牌名称;文化差异;竞争
 
Abstract

With the speeding up of global economic integration, more and more Chinese goods are putting into the international market. The competition is not just commodities competition, but corporate image and brand competition. More and more export enterprises realize that a brand name is an intangible asset of enterprises. If you want to export goods successfully, and place in a foreign country, foreign businesses should not only be required of good quality and service, but also cater to the brand name’s psychology of foreign consumer. So how to design brand name, and make them prevailed in the international market, and establish their own brand reputation is a big subject for each Chinese foreign trade enterprise. Good brand name will give consumers a good impression, arouse their desire for consumption. However, a bad brand name will not only cause huge economic losses, but also affect the enterprise itself and even the country's image. The brand name is a part of culture, and culture influence a person’s mind. The cultural differences can influence the international economic market. So, this paper expresses the cultural differences in the brand name by researching the cultural differences and showing some special examples. And this paper combines the previous studies with my research to make a better explain for the Sino-British cultural differences.

Key words: brand name; cultural differences; competition