中文摘要：随着经济全球化的迅猛发展，越来越多的外国商品涌入中国市场。在激烈的国际竞争中，品牌名称翻译的重要作用也日益凸显。一个好的品牌名称翻译不仅能吸引更多潜在消费者，还能为企业成功进入目标市场奠定基础。本文拟从功能对等理论的角度出发，将详细阐述在品牌名称英汉翻译中需考虑的因素、原则，以及品牌名称英汉翻译的策略和方法。希望通过本文的探讨，可以为品牌名称英汉翻译提供一些启示，提升品牌名称英汉翻译的质量，为企业成功进入目标市场奠定基础。

关键词：品牌名称；功能对等理论；英汉翻译

Contents

中文摘要

Abstract

1. Introduction-1

2. Application of Functional Equivalence in E-C Translation of Brand Names-2

2.1 Feasibility of Functional Equivalence Theory in E-C Translation of Brand Names-2

2.2 Factors to be Considered in E-C Translation of Brand Names-2

2.2.1 Cultural Factor-3

2.2.2 The Factor of Language-3

2.2.3 Aesthetic Factor-3

2.3 Three Priciples in E-C Translation of Brand Names-4

2.3.1 Principle of Simplicity-4

2.3.2 Principle of Readability-4

2.3.3 Consumer-oriented Principle-5

3. Approaches to E-C Translation of Brand Names under the Guidance of Functional

Equivalence Theory-6

3.1 Literal Translation-6

3.2 Transliteration-6

3.3 Free Translation-7

3.4 Zero Translation-7

3.5 Creative Translation-8

4. Conclusion-8

References-10

Acknowledgments-11