河北中华老字号企业品牌英文名翻译策略

The Trademark Translation Method of Hebei Chinese-Time-Honored Brand

河北的"中华老字号"品牌作为中华老字号不可缺少的一部分,传承优秀文化,发扬民族精神,都显示出河北的悠久历史和地域文化。这些特色企业拥有高品质的产品、技艺或者服务,取得广泛的社会认同。但是河北中华老字号品牌通常运用的是一些普通拼音翻译,如金凤扒鸡品牌外宣仅仅采用简单的拼音翻译为“Jin Feng Chicken”,体现不出丰富的文化内涵和传统价值,对于老外来说,读起来也无法朗朗上口。本文借鉴借鉴北京、天津等中华老字号品牌翻译的基本原则以及国际上使用的商标的翻译方法:①音译法②威妥玛拼音法③意译法④音译结合法⑤创意译法⑥缩略法,运用到河北中华老字号品牌翻译中,对我省优秀品牌外宣策略尝试进行探索。

Hebei Chinese-time-honored brand is an indispensable part of the Chinese-time-honored brand,inheriting excellent culture with national spirit.It shows a long history of Hebei province and the regional culture characteristics,enterprise skills and services.It has a wide range of social identity,however,Hebei Chinese-time-honored brands usually use some common phonetic translation,such as Jin Feng Chicken,which couldn't reflect the rich cultural connotation and traditional values for foreigners.This article explores Hebei's traditional brand English translation by learning from the Beijing and Tianjin's Chinese-time-honored brand translation principle as well as the international trademark translation method.