A Contrastive Study of Brand Names in English and Chinese
A brand is shown by a name, a word, a sign, a symbol, a design or a combination of them. It is intended to identify the products or services of one seller or group of sellers and to differentiate them from those of competitors. For the good brand has the functions of distinguishing, providing information of products and being symbol of credit , the good brand has a good advertisement for the product and help to take in a larger market .
Most brand names in Chinese are in the form of Chinese characters or Pinyin. In the West sense of individuality is very prevailing. What’s more, the companies usually belong to individuals, thus the personal names or surnames are used in brand names. On the contrary, Confucianism is the main stream in traditional Chinese culture which underlines hospitality and harmony, and belittles individualism. It is very important to select a brand name in the present-day brand competitive world. Several skills are employed in translating brand names. Among them are transliteration, paraphrase and complementary translation. The translation is deemed a success as long as it can provoke the consumers’ good association and their desires for purchasing the products.
Bai, G., & Ma, G. Z. (1998). Domestic brand management dealing with general trends in the 21st centruary. Beijing: Economy & Management Publishing House.
Cang, L. J. (1999). Discussion on manufactures and interpretation of brand names. Chinese Science & Technology Translators Journal, 12(1).
Chen, J. M. (1995). On methods and techniques of foreign brand translation. Chinese Science & Technology Translators Journal, 11(1).
Chen, L. (1995). Trademarks: The bridge between producer and consumer. Beijing: Jindun Publishing House.
Dong, X. J., & Tang, R. C. (1993). Retracing the trademarks of name brands. Shanghai: Shanghai Baijia Publishing House.
Gu, C. L. (1995). Trade name in English. Journal of Foreign Languages, (2).
Nida, E. A., & Charles, R. T. (1982). The theory and practice of translation. E. J. Brill, Leiden: The Netherlands.
Samli, A. C. (1995). International consumer behavior: It’s impact on marketing strategy development. Westport, Connecticut: Quorum Books.
Samovar, L. A., & Richard, E. P. (1994). International communication: A reader. Belmont, California: Wadsworth Publishing Company.
Stobart, P. (Ed.). (1994). Brand power: Bassing stoke. Hampshire: Macmillan.
Watkins, T. (1986). The economics of the brand: A marketing analysis. London: McGraw-Hill.
Wincor, R., & Mandell, I. (1980). Copyright, patents, and trademarks: The protection of intellectual and industrial property. Dobbs Ferry, New York: Ocean Publications.
Zeushner, R. (1997). Communicating today (2nd ed.). Boston: Allyn & Bacon, a Viacom Company.
Zhu, Z. D. (1997). International marketing. Shanghai: East China University of Science & Technology Press.
- There are currently no refbacks.
How to do online submission to another Journal?
If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:
1. Register yourself in Journal B as an Author
Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.
Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.
We only use four mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: email@example.com; firstname.lastname@example.org; email@example.com; firstname.lastname@example.org
Copyright © Canadian Academy of Oriental and Occidental Culture (CAOOC)
Address:730, 77e AV, Laval, Quebec, H7V 4A8, Canada
Telephone: 1-514-558 6138