Translation of Brand Names

Introduction
With the increasing globalization of the world economy, stain advertisements come to dally a more and more important role for manu positionurers to provoke their products in the world market place. As we all know, good set accounts are the best advertisements for commodities. An effective brand name can promote the brand development process and stir the perceived think of of a product. Coca Cola is a very famous brand all over the world, it appeared at the top of International brands slant of the100 Best globose Brands in the year 2006, with an estimated value of $70 billion. Closely bum in the number two spots was Microsoft, with an estimated brand value of $65 billion. With the development of the global economy, the competition of international market is becoming extremely fierce. In order to have a stable position in the global economic market, Chinese producers have to build up the awareness of its own brand names. Therefore, all translators, in order to finish tasks tumesce, have to attain a set of proper concept of translation, to master do skills of translation, to be familiar with the cultures of opposed countries, and to be directly present with various customs and faiths.



This paper will point off some approaches utilise in translating brand names, in gang with the successful cases, to figure out some basic translating methods used and common mistakes occurring in advertising translation.
I. Principles of trade mark translation
A good brand name translation lies in the fact that the name of the product is conducive to the promoting of the product, the enhancing of its fame and competitiveness as well as the cracking down of the counterfeits. It is obvious that translation of foreign brand names worth further studying for it is not only the original brand name that matters but alike its translation. In the following part of the thesis, it would analysis three principles and list some examples to evidence it
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