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1、CulturaldifferencesandChinesebrandtranslationAbstract:Abrandisshownbyaname,aword,asign,asymbol,adesignoracombinationofthem.Brand-namingitselfrepresentsastrategicallyimportantissueandmaydeterminethesuccessorfailureofaproduct.Alongwiththeglobalizationofworlde
2、conomy,especiallywithChina’sentryintotheWorldTradeOrganization,moreandmoreChinesehaverealizedtheimportanceofgoodbrandnamesandinternationalbrandnamesinpromotingsalesandcultivating（耕作，养殖，栽培；培养，陶冶，发展）markets.Theessayattemptstomakesomestudyonthetopic.Inthefirst
3、part,theessaytalksaboutculturaldifference.Inthesecondpart,itsuggestssomeappropriateprinciplestoguidethetranslation.Inthethirdpart,theessayprovidessomeflexibly（易弯曲的，柔韧的；可变通的，灵活的）usedmethodstodealwiththeproblemsintranslation.IntroductionBrandnameis“anamegiven
4、byaproducertoaparticularproduct,bywhichitmayberecognizedfromamonglikeproductsmadebyotherproducers.”(LongmanContemporarydictionary).Itactsasabridgebetweenconsumersandproducers,whichguaranteesacompany’slong-standingplaceinthemarket.Itisintendedto（想要，打算，计划；打算使
5、（成为），想让、、做）identifyproductsorservicesofoneselleroronegroupofsellersandtodifferentiatethemfrom（区分，区别）theircompetitors.PartICulturaldifferenceinChinesebrandtranslationCultualdifferenceTheoriental（东方的，东方人的，东方文化的）andtheoccidentalliveindifferentpartsoftheearth.I
6、tmakesdifferentmaterialconditions,differentthinkingpatternsandactions.Therefore,ttheorientalandtheoccidentalhavedifferentcultures,waysoflife,traditionalhabits,historicalstoriesandpoliticalandeconomicalsystems,andsoon.Asitisatoolforexpression,therearediffere
7、ncesbetweentwolanguagesinwaysofexpressionandlinguisticcultures,alsobetweenChinesebrandsandEnglishbrands.Itisnecessarytopayattentiontotheculturaldifferences.Otherwise,manyfoolishnessesandunnecessarytroublesmaycomeaspunishments.Thefollowingaremainexamplesofcu
8、ltureconflicts（冲突）inbrandtranslations.First,Differencesinconnotation.InEnglish,manywordschosenasbrandnamesarecomposedof（创作（乐曲，诗歌等），为、、谱曲；组成，构成）referentialmeaning(literal)andconnotativemeaning(implied),
