Abstract The paper attempts to explore the ways of brand name translation from the perspective of cultural differences. This thesis analyzes the compositions, the characteristics and the functions of footwear brand names as well as the factors that affect the translation process of the brand names, and illustrates the purposes and the importance of trademark translations. Factors that influence the brand name translation mainly include cultural factors and the demand in the heart of target groups. This thesis also analyses the problems existing in the trademark translation and puts forward some correspondent measures to solve the problems.

Key Words brand name; brand name translation; cultural differences

CONTENTS

Abstract

摘要

1.Introduction.1

2. Cultural factors of footwear trademark translation  1

2.1 Factors that influence trademark translation2

2.1.1 Cultural factor.2

2.1.2 The demand in the heart of target groups3

2.2 The specific example of footwear brand translation3

3. Problems in trademark translation of footwear brand .4

3.1 The influence of inappropriate translations.5

3.2 Suggestions for footwear brand's translation.5

4 Conclusion.6

Bibliography.8

Acknowledgements9