The Analysis of the Principles of Brand Translation

zwwh@overseaen.comISSN 1009-5039htp://wwwOverseas English海外英谓Tel:+86-551-5690811 5690812The Analysis of the Principles of Brand Translation高姗(沈阳师范大学渤海学院,辽宁兴城125105)摘要: An external manifesation of a brand is a name, a symbol. In recent years, scholars at home and abroad on brand naming strategy fora lot of research. This article analyses some of the brand naming policy, and discussions from the perspective of translation method to theconclusion that brand narmes translation method: A preliminary framework. The author approaches the export business with some interre-lated suggestions accordingly and hopes it can benefit in terms of translation of brand names.Key words: brand; translation; the principle中图分类号:H315文献标识码:A 文章编号 :1009- 5039(2011)12-0138 -011 The Brands Represent the History of the Product"W ang *s/clan," and "Great WallGreat W al", and so on. This trans-We can say the names of several brands, it's very small, suchlation can embody the product a long history, but there is a cerntainas: Coke, Marlboro, Boeing, pamper, and so on. At the time of enter-cultural loss situation. The second type of translation to the meaninging the market for each product will have a brand name. In Europe,of certain words, for example: "Mother/Mother", "Snow/Snow",the 19th century appreared the first to be publicly recognized brand."Forune/FuLin door", "White Rabbitbig W hite Rabbit", "MonkeyIn China , nearly 1000 years of history of the brand.China's first ap-King/he Monkey King" and so on. From the point of view of the Chi-peared in the song dynasly is the brand of " white rabbit" shandongnese people, these English vocabulary have vitality, lucky, the har-jinan. This is a name of the spread of needle kung fu liu trademark.monious idea, and with their Chinese name of the match, but accord-In the Chinese characters around a silver white rabbit, this makes iting to some foreign teachers say the name that the significance of theeasier to Chinese ancient myth legend story, the moon goddess ofrelay in overseas market and no widely accepted. Foreigners don'tthe moon and her beautiful moon. So this brand because its easy tolike these similar vocabulary. This kind of situation and we have notunderstand, for memory and the products of bigh quality and verydeny, there is no lack of among them also have some examples ofsuccssful itself. Moderm, a brand will present more art is changed,success, for example: "Red Bul/Red Bull," "Ange/Angel", "Mighty/scientific, objective. A successful brand may be related to linguis-fore", etc. Some examples, "K-BOXING/the eu", "YEARCON/tics or translation, sociology, psychology, culure and other fields ofmeaning an er kang", "VV/d d" and s0 on. Although the translationsome of the knowledge. Take "ShuFuJia" as an example, no mattermethods have some advantages, but if be not present the originalwho see this name, usually the clean efect no doubt, the brand suc-name meaning, they still are hard to undersland, both at home andcess thanks to its conveys meaning linguistics, translation and s0-abroad. So businessman named after such action must be carefulwhen and for. Most of the brand name is meaningful, this dictionarycial and cultural knowledge.has a lot to learn with the contact. The dictionary is to learn a branch2 Principles of Brand Translationof linguistics, it is aboul all of the English vocabulary, and focus onBrand names should change depending on the different cultur-words and words of equivalence. learm the research scope of the dic-al values. A particular commodity to its larget consumer group istionary ine:ludes structure, constitute a method, the development,the brand name of one of the main ways to pass its value.the significance, the use of words, and the equivalence of words.In other words, a positive positive image help build up a strongBranding for a product like a life is as important as at the timebrand and enhance the visibility and the consumer's brand loyalty.of Chinese products into the international market, it should be not-McCracken had list of some brand may be relegated to crultural val-ed that importance of translated into English. "STRONG/pleasedues, this lype of translation is very common, such as "W ahaha/Wa-lang"，"Wonder Sun/W anDaShan"，"SporLife/energy"， "BIRD/haha", "Feida/manual", "Baiweitang/potpouri hall", "WuliangyelBIRD", "Tries/wit". "GOLDLION/JinLiLai", "Together/in hand"wu liang ye", "Mengniu/Mongolian cow". "Yil/lraq force", "Lulu/and so on are referred to as freedom of translation. Many times, ifLulu," etc. Though the Chinese people with the Chinese name canjust elected word, this kind of method can produce unexpected goodeffects. In the actual consumption process,English nahave no meaning. language and has the characteristics of universal-er is more out of logic and the facts. Because of this, we shouldity and heterogeneity. Universality that all the common features ofchoose some can move their precise consumption desire vocabulary.language expression possible, plays the role of human thought tool. .The translator must come to understand the language and culturalThis paper will take the Chinese and English language differencesdifferences between source language and target language. So treat itanalysis. The heterogeneity exists mainly in their discourse struc-according to its circumstance. Moreover, using suitable translationture, cultural values, word formation, the word such as state, whichskill and method to retain its cultural characleristic. And getting thehas the most obvious difference in the word.most degree equivalent of source language and target language.3 Methods for Brand TranslationTranslation of business English are very importanl.Word to word literal translation can be divided into two catego-参考文献:ries, the first such translation contains some names or place names,{1]包惠南文化语境与讲言翻译M]北京中国树外翻译出版公司.2001.For: example: "Changyu/ZhangYu", "Tsingtao beer/Qingdao beer"，[2] 许均.翻详中国煤化工学学报2003(3).YHCNMHG收稿日期:2011-11-05修回 日期:2011-11-30作者简介:高姗,辽宁大连人,本科,研究方向为商务英语。1强650 Z 1111111110.栏睹任编緝:犟书