Abstract: Brand name is a special kind of language used to attract customers to buy commodities. Brand name translation requires the translator to have the mixed abilities of language, culture and aesthetic. The translator should also take the cultural differences and taboos of different nationalities into consideration in order to make the translated name more accurate，professional and appropriate. Brand name translation is a procedure of cultures from decoding to coding. Therefore, brand name translation is the transplantation of two kinds of cultures. As a result, the translator must think over the effects that cultures have brought to brand name translation. This article has gathered some cases of brand name translation and analyze the cultural factors which exist in the procedure of translation. It also has proposed some matters that need to be paid attention to such as cultural differences in history，psychology customs and thinking styles and has given some translation techniques through elaborative analysis.

Key words: brand name translation; cultural differences; translation techniques;

CONTENTS

Abstract

摘要

1. Introduction1

2. The Relationship between Culture and Brand Name Translation1

2.1 Brand Name and Brand Name Translation

2.2 Nida’s Theory of Functional Equivalence

2.3 The Importance of Culture in Brand Name Translation 

3. Cultural Difference in Brand Name Translation.2

3.1 Cultural Difference in Terms of History

3.2 Cultural Difference in Terms of Psychology

3.3 Cultural Difference in Terms of Thinking Styles

3.4 Cultural Difference in Terms of Customs

4. Translation Techniques of Brand Names.6

4.1 Transliteration

4.2 Literal Translation

4.3 Combination of Transliteration and Free Translation

5. Conclusion.10

Bibliography.12

Acknowledgments13