常熟本地企业商标名翻译之辨与思

A Case Study Based on Insight into the Translation of Brand Name Concerning Local Enterprises in Changshu

商标名作为一种凝炼独特的符号语言,是企业形象的代表、产品质量的承诺,其翻译质量对于增强产品亲和力和扩大国际市场份额的重要性不言而喻。本文分别从理论与实践的角度切入,通过对常熟市本地企业商标名译例的实证剖析,参照成功译例的操作模式,厘清商标名翻译的理据和准则,探索翻译形神兼备、音意兼顾的商标名的具体路径,以期有效帮助企业发挥品牌优势,取得更好经济效益。

Brand name is a unique symbol or feature identifying seller＇s goods and service different from those of other sellers＇, by means of which manufacturers seek to effectively build a connection be- tween brand personality as perceived by the target consumers and actual product in a psychological sense. Considering the influence of its translation, this article discusses with carefully chosen examples the grounds and principles as well as functional approaches peculiar to brand name translation with a view to helping local enterprises strengthen competitive edge and boost their economic performance in the market- place.