Protective Measures for Space Environment of Time-honored Brands——With Xi'an City as a Study Case

Based on the field survey and analysis of representative traditional time-honored shops in Xi'an City,specific measures for protecting their space environment were put forward,and the sustainable preservation and development pattern of such intangible cultural heritages in the future urban development was established.

Research on Digital Marketing Intelligence Innovation of Guangzhou’s Time-Honored Brands in the Era of Big Data

Guangzhou’s time-honored brands are the image of Guangzhou City,the historical legacy of the cultural emblems of the millennium commercial capital,the bearer of the memory of“old Guangdong”over generations,and the legends inscribed in the vast era of history.It not only carries the rise and fall of the city,but also documents the awakening,rejuvenation,and development of these“gold-lettered signboards.”In this age of big data,it is not only the expectation of the older generation,but also the responsibility of the new generation to“polish”the gold-lettered signboards of time-honored brands.“Time-honored brands”have accumulated rich and priceless knowledge from their ancestors in the vast era of business history and have profound cultural legacy.The time-honored brands that have been handed down not only allow the new generation to experience and identify with the unbounded knowledge of ancient people,but also provide economic value that can ensure the survival of future generations.However,in the market tide,the development of time-honored brands is not easy;some have even vanished.Therefore,it is imperative to take action to safeguard the development of time-honored brands,helping them to revitalize and shine once again.This paper discusses the difficulties in the development of Guangzhou’s time-honored brands and provides relevant suggestions for digital intelligence marketing of these“brands.”

Ancient Charm in a Modern World Kashgar’s old city recalls Silk Road’s history and time-honored traditions

[Kashgar is] the best-preserved example of a traditional Islamic city to be found anywhere in Central Asia.

On the Problems and Strategies in Trademark Translation

Trademark,which is commonly known as brand,is the logo of commodity produced by manufacturer or operator of goods.Such kind of logo is usually composed of words or graphs,or by the combination of them.The trademarks of this paper refer to the trademark words,or brand names. This paper starts with the characteristics of English and Chinese trademarks,and then exhibits the current situation and problems in trademark translation;puts forward some basic strategies and methods of translation.Finally,some principles are provided to make translation of trademarks much more vivid and more expressive.All the above is to arouse consumers’ desire to buy,which will make the products more competitive.

Application of Nida＇s theory of functional equivalence in trademark translation

Through the introduction of Nida＇s translation principles that should be obeyed in trademark translation, the theory, characteristics of trademark and some essay discussed that the theory of dynamic equivalence （functional equivalence） was applied in trademark translation through the literal translation, transliteration and combination of the both. The essay also pointed out that the theory of functional equivalence was an important theory for trademark translation.

The Cultural Factors in Chinese Trademark Translation

To some extent, trademarks reflect products’practical value and excellent quality, then, a good product should have a good trademark; now, more and more products are being sold abroad. Thus, a good translated name is very important. However,whether they will gain better benefits from the different countries depends not only on their, but also they should have remarkable names that are the trademarks of the products. However, trademark translation is not only a simple process of language transformation, but it is also a kind of intercultural communicative activities. It is affected by many aspects, such as language, culture,religion consuetudinary, psychological factors, aesthetic characteristics, etc. From the perspective of language and culture, it makes thorough analysis to the English translation of Chinese trademarks; so that it makes the readers peculiarly the person who is interested in translating trademarks have a whole understanding for achieving preferable market effect.

A Brief Analysis of Trademark Translation from a Cultural Perspective

Trademark translation is not only a transformation of different languages, but also anintercultural communication activity. If a company intends to expand the international market, successful trademark translation is the first step. This essay analyzes the strategies, principles and methods of trademark translation from the perspective of culture.

The Principle&Method of Trademark Translation

As a particular form of translation,brand name translation is not simply a matter of finding equivalent expressions in the target language for the source brand name,but a process of transplanting cultures as well,which is not easy.In this article,the author expounds the Principle& Method of Trademark Translation in detail.

The Problems in Trademark Translation and Their Solutions

The good translation of trademarks should be accepted by most customers, which is the purpose of the trademarks translation. It arouses people＇s attention to the problems existing in trademark translation. This paper probes two main problematic aspects in trademark translation： the problems in the aspect of the culture and the problems in the aspect of the language. Based on the main translating rule of ＂equivalence principle＂, it attempts to focus on the solutions to tackle the problems.

A Study of the Translation of Automobile Trademark

Name is an interesting thing, almost everything has its name. Nowadays along with the rising of consumption levels in China, the brand name of the car becomes an important topic. And the translation of the name of the automobile is the primary task for establishing the global image of the brand. In this paper, I summarize the translation methods for automobile trademarks and point out the importance of the translation of automobile's trademarks. In addition, this paper explores the trend in the translation of automobile names in China.

Combining Block and Corner Features for Content-Based Trademark Retrieval

In order to retrieve a similarly look trademark from a large trademark database, an automatic content based trademark retrieval method using block hit statistic and comer Delaunay Triangulation features was proposed. The block features are derived from the hit statistic on a series of concentric ellipse. The comers are detected based on an enhanced SUSAN （Smallest Univalue Segment Assimilating Nucleus） algorithm and the Delaunay Triangulation of comer points are used as the comer features. Experiments have been conducted on the MPEG-7 Core Experiment CE-Shape-1 database of 1 400 images and a trademark database of 2 000 images. The retrieval results are very encouraging.

Exploration of Inappropriateness of E-C Trademark Translations

Based upon an exploration of the versions of trademarks mainly from English into Chinese, this thesis illustrates some typical examples of inappropriateness for trademark translations and analyzes some factors that would influence the way a trademark is rendered. In addition, certain tactics for improvement are recommended.

The Elementary Discussion on International Trademark Translation

As enormous transformation is taking place in the whole world because of the influence of economy glo- balization,business and trade are inevitably becoming a fraction of the globalization which results in the internationali- zation of trade marks.Hence,translation of the trade marks is also turning out to be of importance in the exchange of both economy and culture.This paper addresses the principles of the translation of trade marks.It also pointed out that success model of translating lies in catering for the target market aesthetic interest,reflecting its traditional cul- ture value,taking in its culture essence and following its culture fashion.This research aims at achieving a better un- derstanding of brand name translation process and can help to overcome the cultural barriers to successful translations of brand.

Analyses on the Microeconomic Leverage in IPOs＇ Trademark Disposition with Their Parent Companies

By applying the theory of the relationship between microeconomic leverages and corporate risks, this paper discusses methods that the IPOs should choose to dispose the trademark with their parent companies so as to go public with a high issue price. By analyzing their microeconomic leverage effects, this paper points out that each method has its specific effect on risks and the IPOs should choose the method according to its risk factors, existing assets and financial structure to gain risk income and decrease risk losses.

CASES INVOLVING PROTECTION OF FOREIGN TRADEMARKS

Case 1 Protection of SINGERTrademark In November 1995,the Jiangsu NanjingBureau of Industry and Commerceinvestigated and dealt with a case in whichthe registered trademark SINGER for sewingmachines belonging to the Singer Co.Ltdwas infringed upon. From the end of 1994 to early 1995,the Jiangsu New Time Industry and TradeCompany(hereinafter called New Time Co.for short),without permission from thetrademark proprietor,organized the productionof 9,600 sewing-machine heads with

CASE STUDY PIZZA HUT TRADEMARK

In April 1985,the Hoong TaoNominees Pty.Ltd.submittedan application for the registrationof a trademark composed of thecharacters of Pizza Hut and a roofdesign（Hereinafter referred to asthe Pizza Hut trademark）,designated for use on meat,dairyproducts,dry and fresh fruit,edibleoil and vegetable products.Aftera preliminary examination by theTrademark Office of the PRC,themark was approved for registrationand published.Between Februaryand April 1986,Pizza Hut Inc.ofthe US submitted an oppositionto the above-mentioned trademarkapplication in accordance withArticle 1 and Article 6 of the ChineseTrademark Law and Article 6bis ofthe Paris Convention for theProtection of Industrial Property.

On Cultural Intension of Trademarks' Translation

Trademark is developing rapidly nowadays,it has direct effects on people’s daily life in many aspects.Translation of trademark plays a very important role in this highly competitive society.This paper tries to approach the the translation of the descriptions of import and export goods and the trademarks from the angle of cultural differences.Translation of trademarks can transmit plentiful information from the commodities effectively.Here is the summary of some important principles and six methods on how to translate the trademarks.

Cases of Review and Adjudication and Lawsuit Involving Trademark Composed of Combination of Colours

Case 1 The English applicant, the Standard Chartered PLC, filed, on 18 April 2002, an application with the Trademark Office for registration of a device trademark (See Fig. 1 below; hereinafter referred to as the trademark in point) in goods of class 16 of the International Classification, such as "paper, card board, book, magazine, and stationery". The applicant stated in the application that the trademark in point was one composed of combination of colours. Upon examination, the Trademark Office issued...

Foreign Registered Trademarks in China are Protected

Since opening to the outside world, China has paid close attention to the protection of the intellectual property by legislative means. The administrations of industry and commerce and the people’s courts at all levels have handled a lot of trademark infringement cases.effectivelv protecting the exclusive right of foreign registered trademarks in China. In this issue we select some cases to let our readers know how foreign registered trademarks have been protected in China.