宝洁公司商标翻译与跨国企业的品牌提升

Transnational Enterprises Brand Promotion in the Perspective of Trademark Translation

在经济全球化时代,商标翻译是跨国企业宣传产品、树立良好形象、提升品牌、挖掘国际市场潜力和促进国际贸易发展的重要传播媒介。从商标翻译视角探讨跨国企业的品牌提升对增强商品竞争力、帮助企业取得良好经济效益和社会效益具有重要的理论和实践意义。

The trademark is a product＇s carrier,enterprise image and an important invisible property in the development of transnational enterprises.It is also the essential part for brand promotion.With the coming of economic globalization,trademark translation,however,serves as a medium to promote the expansion of international trade and brand image.The paper,with the example of the Procter Gamble Company（PG）,tries to discuss the relationship between trademark translation and brand promotion,in which benefits transnational enterprises.