First, the development of brands and brand names

(A) brand analysis, brand name, brand name translation

(B) Cross-cultural communication of brands

Second, culture and brand culture

(A) the relationship between brand and culture

1. The connotation of a brand is culture, and culture is the soul of the brand.

2. Brand bags contain culture, and culture supports the brand.

(B) the role of brand cultural connotation

1. Create brand taste

2. Shaping brand personality

(c) How culture enriches brands and how brands embody culture.

1. Moving people with emotion: Hodo Group Co.,Ltd. Co., Ltd.-the perfect combination of poetic culture and emotional culture.

2. Keep pace with the times: McDonald's-fast food culture

3. Pay attention to nature: Jing Tian Baisui Mountain-aristocratic water culture

Third, the importance of brand name translation

(A) conducive to the recognition of the target group

(B) conducive to establishing an international image

(C) conducive to the spread of brand culture

(four) is conducive to the sale of products or services.

Fourthly, the specific methods of brand name translation.

(A) transliteration method

(2) Free translation method

(C) the comprehensive method of transliteration and free translation

(D) Literal translation method

(5) citation method

(6) Creation method

(7) No translation

Problems in trademark translation of verbs (abbreviation of verb)

(A) cumbersome name translation

(B) ignoring the cultural connotation of the brand

(C) unable to express product attributes

Six, brand name translation strategies or countermeasures

information

1. Brand name translation should be easy to read and remember.

(1) Concise

(2) Novelty, uniqueness and individuality

(3) catchy

2. Reflect the brand connotation and brand culture.

(2) Cultural nature

1. Conforms to local culture.

(1) Comply with customs and avoid folk taboos.

(2) Conforming to religious beliefs

(3) Conforming to values

2. Abide by local laws and regulations

Conform to language habits

(1) Make good use of idioms, two-part allegorical sayings and famous sayings.

(2) Homophony

(3) Aesthetics and symbolism

1. It conforms to aesthetic standards and has aesthetic functions.

2. It has certain symbolic significance.

(4) Commerciality

1. conforms to product characteristics and implies product attributes.

2. Can stimulate brand association

3. Marketing strategy in line with the brand

7. Conclusion: Only the national will be the world's.