A Study of Translation of Brand Names from the Perspective of Skopos Theory

Abstract

As an important window faced with clients and customers, brand names can display companies’ images as well as spirits and businesses. Translation of brand names is vital for companies to go international. A brilliant brand name translation can impress clients and customers and attract more customers, so as to increase the income of companies. Taking exhibitors from the canton fair as example, this research makes a classification of translation method for brand names, identifying 9 major translation methods. They are respectively Hanyu Pinyin, transliteration , literal translation , phonetic translation, semantic translation, combination of phonetic and semantic translation, renaming, abbreviation of Hanyu Pinyin, and combination of abbreviation and meaning. From the perspective of skopos theory, this research discusses conditions where certain translation methods can be applied.