品牌翻译和中国企业的世界化之路

Brand Translation and the Globalization of Chinese Enterprises

品牌译名也是品牌,品牌翻译是顺利推行品牌战略的重要一环。它对企业的跨国发展具有重大的辅助作用。本文从品牌命名的原则出发,分析了国际品牌汉译的特点与中国品牌英译的特点和现状,指出品牌翻译对中国企业走向世界具有重大的辅助作用,并对中国品牌英译的标准提出了建议。

Brand translation is still a brand name. It constitutes an indispensable part for a company＇s brand strategy, and plays an important role in the cross - country development for international companies.On the basis of brand -naming principles, this paper analyses the features of both international brands＇ Chinese translation and Chinese brands＇ English translation, thus points out that brand translation isstrategically helpful for Chinese companies, and that transliteration is a good method for Chinese brands＇English translation, and much the best if it conveys some positive connotation.