Abstract: Nowadays, the international characters of the brand name are becoming more and more notable with the continual increase of the internationally economic exchange. Brand name is the sign of goods and the core of culture. Under the background of economic globalization, the increasingly links with the rest of the word, brand name translation has become the key of sales. In recent years, experts and scholars have written lots of books about the principles and methods of brand name translation, but they pay less attention on the taboos of brand name translation. Cultural differences are an important factor affecting the brand name translation. In order to allow consumers to have a good impression of goods and led to consumer behavior, this thesis will on the basis of the understanding of the cultural differences and taboos of countries to analyze the influences on brand name translation, try to make consumers maximize understand and accept all information and functions, thereby increasing sales of goods.

Key words: brand name；translation；taboos

CONTENTS

摘要

Abstract

1. Introduction..1

2. Literature Review 2

2.1 Brand Name

2.2 Characteristics of Brand Name

2.3 Functions of Brand Name

  2.3.1 Distinctive Function

2.3.2 Promotional Function

2.3.3 Informative Function

2.3.4 Advertising Function 

3. Brand Name Translation...4

3.1 Importance of Brand Name Translation

3.2 Theories of Brand Name Translation

3.2.1 Literal Translation

3.2.2 Liberal Translation

3.2.3 Transliteration

3.2.4 Combination of Transliteration and Liberal Translation

3.3 Principles of Brand Name Translation

3.3.1 Principle of Innovation

3.3.2 Principle of Easy Remembrance

3.3.3 Principle of Aesthetics

3.3.4 Principle of Respecting the Target Customers’ Psychology

3.4 Suggestions for Brand Name Translation

4. Taboos of Brand Name Translation.8

4.1 Culture Impact 

4.2 Taboos of Brand Name Translation

4.2.1 Geographic Allocation

4.2.2 Religions

4.2.3 Color Diversity 

4.2.4 Numerology

4.2.5 Language Perspectives

4.3 Problems Caused by Lacking Related Cultural Knowledge

5. Conclusion.11

Bibliography

Acknowledgments