商标名翻译.pptVIP

Outline 1 Introduction to Brand Names 2 Theoretical Framework about Brand Name Translation 3 Brand Name Translation Based on Cultural Frames 1 Introduction to Brand Names 1.1 Definition of Brand Names 1.2 Formation of Brand Names 1.3 Characters of Brand Names 1.4 Functions of Brand Names 1.5 Importance of Translating Brand Names Top 10 Global Brands 1.1 Definition of Brand Names A brand is a distinguishing symbol, mark, logo, word, sentence, or a combination of them, intended to identify the goods or services of one seller and to differentiate them from those of competitors. (Kotler,2003:418) A brand name is part of the brand, which can be a letter, word or groups of words. It is a name given by a producer to a particular product, by which it may be recognized from among products made by other producers. 1.2 Formation of Brand Names 1) Person Name as Brand Name e.g. Boeing(plane)-----William Edward Boeing Benz(car) ----- Mercedes-Benz Chanel (dress and perfume)----Gabrielle Chanel Nike(sports wear)----Name of the goddess of victory 2) Place Name as Band Name e.g. Vichy(cosmetic)---a city of central France Avon(cosmetic)---a river in Shakespeares hometown Shangri-La(hotel)---a fictional place in a novel 3) Common Words as Brand Name suggesting qualities, features or functions of products e.g. Rejoice(shampoo) General Motor Safeguard(soap) Vanish(cleanser} 4) Coinage Words as Brand Name new words with systematical combination e.g. Kodak(Camera) Bossini(casual wear) Rolex(watch) Rado(watch) 1.3 Characteristics of Brand Names a. Brevity 90%--disyllables or trisyllables in naming and translating b. Novelty employing figures of speech, adding humorous element, coining new word. c. Readability uncommon characters are not used. e.g.宇碁 d. Distinctiveness and Sonority