Author(s)

Jing Yang

Corresponding Author

Jing Yang

Abstract

Along with the economic globalization, more enterprises have been active in the global market. Brand name stands for the commodities' quality and the enterprises' image, which not only conveys commodities' information to the foreign customers, but also transfers their cultural connotation. Due to the fact that brand name is attached to different cultures, brand name translation is substantially equivalent to a kind of intercultural communication. And a good brand name translation needs to combine both the excellent translation techniques and intercultural communication. From the perspective of cultural differences, the thesis specifically analyzes the cultural influence on Chinese and English brand name translation by many examples, and it focuses on the existing problems, the principles, and the techniques of brand name translation. In translation process, cultural differences should be given priority.

Keywords

Brand Name Translation, Cultural Differences, Principles, Techniques.