Abstract:China, a country that has a large number of consumers, is quite attractive for foreign firms. But with China’s entry into the World Trade Organization (WTO) in 2001, it is no longer as easy for foreign firms as before to hold places in China. So if thinking of expanding business into China, foreign firms may well need to come up with a completely new brand name. What is more, Chinese is considered as one of the most difficult languages in the world. It is not an easy job for a company to think out a good brand name. In this thesis, first of all, the author will focus on some elements that affect brand translation. Secondly, the author will talk about some main principles and strategies of brand translation. Besides, the author will cite some cases that either succeed or fail in brand translation and talk about their reasons. Last but not least, the author will draw the conclusion back to the topic.
Key words: foreign brands; elements; principles; strategies
中文摘要:中国加入WTO以来，中国市场无疑对外国商品具有巨大的吸引力。但是如今，外国商品想要入主中国市场，面临着无比严峻的考验。所以，如果想在中国开拓市场，一个吸引人的英语商品名称是必不可少的。由此可见，一个英语商品名称翻译的好坏直接影响着该商品在中国开拓的市场潜在力。还有，英文商品名称的翻译作为一种文化现象，广泛地存在于社会生活中，对企业商品的宣传，推销，美化人们的生活,起着重要的作用，特别是，它如同一座桥梁，把东方与西方文化，企业，商品与消费者紧密相连。只有善于揣摩消费者的消费心理,尊重民族习惯,恰到好处地运用商品名称翻译的各种方法和技巧,才会商战中独领风骚,引导消费、促进消费。一种好的商品,加上一个动听上口的名字,无异于锦上添花。好的商品名称的翻译体现了翻译技术与审美艺术的完美结合,也给产品增添无穷魅力。在这篇论文中，首先我会讲述影响英语商品名称翻译的一些主要因素；然后，我会着重讲述一些比较重要的英语商品名称翻译的规则和策略。并且还会结合一些案例进行分析。
关键词：商品名称；因素；规则；策略
