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1、Ⅰ.IntroductionThehumansocietyhasenteredthe21stcentury.Theinternationaltradeisdevelopingfast.Thenationalboundaryconceptdesalinatesgradually,whenthescaleofthecommercialcooperationandthecommodityimportandexportexpandunceasingly.Importandexportproductinforeignlandwhethercandevelopthemar
2、ketandseizethemarketsuccessfully;thebrandnametranslationisplayingthepivotalrole,besidesmediumadvertisement.Thecommoditybrandnameissimilartohuman'sname.Thetranslatedbrandnameisthesecondnameofcommodityinothercountry,itsimportanceisself-evident.14Ⅱ．ThePrinciplesofBrandNameTranslationAs
3、uccessfulbrandnametranslationbothmustretaintheoriginaltexttheessence,haswiththeoriginaltextsameleveleffect,andmustconformtoconsumer'sbrandnamepsychologysimultaneously,butalsomustgivedualattentiontotheculturaldifferenceofEnglishandChinese.A.TheAdvertisingNatureofBrandNameTranslationT
4、hetranslatedbrandnamemustconformtotheproduct’snatureandthecharacteristic,manifeststhelocalizationconceptintheoriginaltext,playsrolewhichinformswidely.Atthesametime,thetranslatednameshouldconformtothecommoditycharacteristic,succinctnovel,thepronunciationissweet.Itisadvantageoustospel
5、l,read,writeandremember,andeasytocausetheconsumertoproducethegoodassociationandimpressionaboutthecommodity.Forexample,“Dynasty”---theEnglishtrademarkof“皇朝葡萄酒”,letuscannothelpassociatingtheoldmysticalorientcountry,sowehavedeepimageofthegoodagedwine.“Forever”isthetrademarkof“永久自行车”.It
6、tallywiththeadvertisement“经久耐用，直到永远”ofthebicyclecompletely.“飞鸽自行车”wastranslated“FlyingPigeon”.“Pigeon”isthesymbolofpeaceand“flying”makesthecharacterofthebicyclevivid.“蜂花化妆品”istranslatedinto“Bee&Flower”.Wemayfeelcomfortableandfragrantafterweuseit.Thetranslatednamesabovegiveconsumersr
7、elaxedfeelingandtheyalsocanberememberedeasily.B.InductivePrincipleofBrandNameTranslationThefinalgoalofthebrandnameisbringingconsumer'sattention,takingconsumer'sdemand,stimulatingconsumer'spurchasedesire,andfinallyservingwiththepurchasebehavior.Inductiveprincipleofbrandnameshouldrega
8、rdasthesoulofbrandn
