中文品牌名称英译方法浅探——以鞋类品牌名为例

中国企业要拓展国外市场，必须树立品牌意识，使国外消费者认识中国品牌。为此，中国品牌必须要有好的英文译名。然而到目前为止还少有文献对中文品牌名称的英译方法进行全面研究。该文以鞋类品牌为例，总结出了音译、直译、意译、音译和音译结合、模仿和零翻译等六类中文品牌名称的翻译策略。

On Strategies of C - E Translation of Brand Names --A Case Study of Shoe Brands

To expand their foreign market, Chinese companies should have brand awareness and make Chinese brands known to English - speaking consumers, so well translated English names are necessary. However, so far few researchers have provided comprehensive strategies of the English translation of Chinese brand names. Hereby, by a case study of Chinese shoe brands, this paper suggests six main categories of strategies ： transliteration, literary translation, free translation, combination of transliteration and free translation, imitation, and non- translation.