Analysis of Cultural Distortion and Compensation in Brand Name Translation

商标作为产品标识和企业形象的代表，在本质上是一种精炼，浓缩的独特语言，然而在商标翻译过程中其本身所具有的丰富文化内涵和独特的文化意象往往失真或消失。本文将会从商标翻译的概念、功能、特点和现状出发，在”功能对等”，”目的论”等理论基础上，分析各种成功或失败的商标例子，并提出进行文化补偿的策略。

rand, working as symbol of product and representative of corporate image, is in essence a unique and concentrated language. However, brand＇s cultural connotations are usually distorted and the unique culturalimage doesn＇t exist after translation.In the view of that, the article will first generate the definition, function, characters of brand and current situation of brand translation, then introduce theoreti- cal basis of cultural distortion and compensation, in the end, propose three strategies to compensate the cultural images. In this article, ex- amt^les of brand name translation will be illustrated and case studies will be carried out