Author(s)

Zhang Shu

Corresponding Author

Zhang Shu

Abstract

With the development of the economic globalization and increasing international contact, brand names become more and more important. Based on the principles of Skopos theory, this paper mainly discusses the E-C translation on brand names in accordance with its unique features and points out that the cultural differences between the source and target texts are supposed to be given much attention. Meanwhile, some useful translation techniques are used to achieve the best business effect.

Keywords

Skopos theory, The unique features of brand names, Translation techniques