Abstract

The brand is the value support for the continuous development of an enterprise. With the improvement of people’s life levels, more and more consumers begin to pay attention to the values of brands. In this paper, the specific translation strategies of related brands from the perspective of intercultural communication is probed. According to this paper, these translation strategies include literal translation, free translation, combining transliteration with free translation and borrowing translation method and so on. In addition, on the basis of analysis of these translation strategies, the paper would further probe into the related principles in the process of brand translation, including the principle of cultural value, the principle of aesthetic value and the principle of business value. Generally speaking, this paper shows both the theoretical significance and the practical significance. From the aspect of theoretical significance, this paper can provide some comparatively new angles for the related studies. In addition, from the respect of practical significance, this paper can provide some guidance for the specific brand translation practice.

Key words: intercultural; communication; brand; translation 

Contents

Abstract

摘要

1Introduction.1

2 Literature Review.2

  2.1 Culture.2

  2.2 Interculture.3

  2.3 Brand.4

  2.4 Relationship of Culture and Brand5

3 Translation Theory5

4 Basic Principles on the Translation of Brands.7 

  4.1 Principle of Cultural Value7

  4.2 Principle of Aesthetic Value8

  4.3 Principle of Business Value.9

5 Translation from Perspective of Intercultural Communication10

  5.1 Literal Translation10

  5.2 Free Translation.10

  5.3 Transliteration.11

  5.4 Borrowing Translation.12

6 Conclusion.13

References.14