商标名的翻译原则与品牌文化——从宝洁公司产品中文商标名得到的启示

The Translation Principle of Brand Names and Brand Culture——The Enlightenment Gained from Chinese Brand Names of Products Made by P&G Company

本文通过对宝洁公司旗下部分产品商标名的翻译的分析,提出在经济全球化时代,商标名的翻译,不应局限于传统意义上的音译、意译或音,意结合等几种方式,而更多地以市场为导向,与生产企业所倡导的品牌文化紧密联系,大胆创新。只有这样,产品商标才能在激烈的市场竞争中脱颖而出且经久不衰,成为知名品牌。

This paper makes analysis of the brand names translation of some products of P&G company,on the base of that,the author advances that the translation of brand names should not be confined in transliteration 、 literal translation and other traditional methods at the age of globalization,but be market-oriented and go in hand with brand- culture that enterprises propose,only in this way can those brands be outstanding and lasting in fierce competition.