ABSTRACT

 In the last few decades, China’s economy has boomed in an incredible pace and the communication with the outside world has become wider. Consequently, the commerce between China and foreign countries has been more and more frequent. With the rapid development of international trade, the study on brand name translation has been the key issue for discussion and has made much progress. However, there are few researches on brand name translation from the view of marketing psychology. This study analyzes brand name translation from the view of marketing psychology based on the previous achievements. The study, combining consumer psychology with marketer psychology, illustrates successful and failing cases to elaborate the principles and strategies of translating brand names. This paper shows that marketers should note cultural harmony, correlation, conciseness and beauty-appreciation in terms of translation principles. Translation strategies include literal translation, transliteration, free translation, and the combination of transliteration and free translation. This study is aimed at offering some constructive suggestions for brand name translation, thereby contributing to the better development of import and export economy and commerce. 

Keywords：Brand Name Translation; Principles; Strategies; Marketing Psychology; Consumer Psychology; Marketer Psychology

CONTENTS

ACKNOWLEDGEMENTS

ABSTRACT

摘要

Chapter One INTRODUCTION-1

Chapter Two LITERATURE REVIEW-3

2.1 Studies on Brand Name Translation Principles-3

2.2 Studies on Brand Name Translation Strategies-4

2.3 Main Problem in Existing Research-5

Chapter Three MARKETING PSYCHOLOGY-6

3.1 The Content of Marketing Psychology-6

3.1.1 Consumer psychology-6

3.1.2 Marketer psychology-7

3.2 The Similarities between CP and MP-7

3.2.1 Culture sense-7

3.2.2 Aesthetics-8

3.2.3 Innovation-8

3.3 The Differences between CP and MP-9

3.3.1 Expressive form-9

3.3.2 Nature-10

Chapter Four PRINCIPLES AND STRATEGIES OF TRANSALTING BRAND NAMES-12

4.1 Translation Principles-12

4.1.1 Cultural harmony-12

4.1.2 Correlation-13

4.1.3 Conciseness-13

4.1.4 Beauty-appreciation-14

4.2 Translation Strategies-15

4.2.1 Literal translation-15

4.2.2 Transliteration-16

4.2.3 Free translation-16

4.2.4 The combination of transliteration and free translation-17

Chapter Five CONCLUSION-19

WORKS CITED-20