品牌文化与品牌名称的翻译

103()Vol.10No.320089JournalofAnhuiUniversityofScienceandTechnology(SocialScience)Sep.2008(,232001):,,,,:;;:H059:A:167221101(2008)0320066204:2008204230:(19642),,,,,:BrandcultureandtranslationofbrandnamesLIUMei(SchoolofForeignLanguages,AnhuiUniversityofScienceandTechnology,Huainan,Anhui232001,China)Abstract:Departingfromtheconceptofbrandculture,thispaperdiscussestherelationshipofbrandcul2tureandtranslationstrategiesofbrandnames.Besides,basedontheanalysisoftranslationcasesoftopvaluablebrandnames,thispaperfurtherexploresthetranslationstrategiesofbrandnamesbeneficialtobrandcompetitionininternationalmarkets,andproposesthatculturalandpsychologicalelementsshallbeintegratedintothetranslationofbrandnames.Keywords:brandculture;translationofbrandnames;translationstrategies:,,,,,,,:,,,,[1]9,,,,,,[2],,,,,,(),,,[1]43,,1%99%,,,,,,,,,,,()2080,,,,,,,,,,,,,,,,,,(),Pampers():,,,,,,,,,,,,,,,,,,[3]86,,,,,,,,,,[3]6,,:,,(1):763:,,,,,()()()1,:()(),,Nike,,,,,,Ikea,,,Mercedes2Bens,,,,,,,,,,,(),,,,2004,(Prado),,,,,,,,,Prado,(Shiseido),,,,,,,,,,Virgin,,VirginVirginVir2ginVirgin,,(),,,,,86()10,,BWM,,,,W,,BWM,,,Audrey,,,,,:Nestle,,;Pampers,,,,,,,,,:(Rejoice)(Head&Shoul2der),:Triumph,SignalPoison,,,,[4],,,,,,,BrandyWhisky,,,350,20,Whisky,,Brandy,,,,![5],,,,,,,,,,,,;,,:[1].[M].:,2006:9,43.[2].[J].,2007(4):14.[3].[M].:,2007:86,6.[4].[M].:,2006:55.[5].[J].,2004(6):86.[:]963: