Name Selection in International Branding: Translating Brand Culture

  •  Jiafeng Liu    


Brand culture is the soul of the brand, and the brand name is the direct manifestation of the brand culture which affects the translation of the brand name in international branding. However, little research has been done (1) on the brand culture represented by the brand name or (2) on how to deal with the brand culture represented by the original brand name in translating process. Based on the empirical evidences of the Chinese translation of some famous English brand names, the author first identifies the brand culture represented by the brand names, and proposes that the repositioning of the brand culture plays an important part in international branding, and finally put forward the strategies of translating brand culture in the process of brand name selection.

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