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1、OnTranslationofForeignBrandNamesAbstract（摘要）:Thispaper,inthefirstpart,introducesbrieflythegeneralknowledgeofcommodity（商品）brandnamesanditsimpactonproducts.Asstatedinthetitle,thispaperthenmainlydealswiththetranslationofforeignbrandnamesinthesecondpart.Inthefinalpart,onthebasisoftheanalysis,this
2、papernaturallydrawsaconclusionconcerningthecross-culturaldifferencesinthetranslationofforeignbrandnames.Keywords:brand,translation,cross-cultureI.Introduction--BrandNameandItsTranslationBrandnamesarejustlikepeople’snames,servingasthesymbol（象征；符号，标志）ofthecommodity.“Brandingmakesaproductdistinc
3、tiveinthemarketplace,justasyournamemakesyouuniqueinthesocietyinwhichyoulive.”(Wells,BurnettandMoriarty89)Foronespecific（具体的）product,itsbrandnameisofgreatimportance.Whenvariouskindsofcommoditiesgoglobal,theirnamestravelwiththemaswell.Asthetradeofcommoditiesexpands,brandnamesofcertainproductsha
4、vebecomeveryfamousandsomesuccessfulonesgradually（逐渐地）getrecognizedbythewholeworld.ForChina,nowadays,developmentofitseconomyinrecentyearsfurtherstimulated（）thetradebetweenChinaandothercountries,whichbringsthegrowthofimported（进口，输入）foreigncommodities.Foreignbrandnames,nomatterhowmuchfame（名声，声誉，
5、名望）theyenjoyglobally,willbedifficultforChineseconsumerstoacceptiftheydon’thaveimpressive（给人深刻印象的）translationsintoChinese.AsstatedbyanAmericanscholar（学者）,“…agoodtranslationofabrandnamecanbringmillionsofdollars’differenceintheproduct’ssellsrecord.”(qtd.inBaoHuinan,273)Itcannotbedenied（否认）thatse
6、llsrecordsandprofitsareimportantforthemanufacturer（制造商）.However,amoreimportantsignificanceforagoodbrandnametranslationliesinthefactthatthenameoftheproductisconducivetothepromotingoftheproduct,theenhancing（提高，增加，加强）ofitsfameandcompetitivenessaswellasthecrackingdownofthecounterfeits.Summingup,i
7、tisobviousthattranslationofforeignbrandnamesworthfurtherstudyingforitisnotonlytheoriginalbrandnamethatmattersbutalsoitstranslation.II.TranslationofForeignBrandNames--ProblemandSolutionThispartofthepaperwillfirstexplorethereasonwhyweneedtopaya
