课题研究理论基础
有关品牌名称的理论
The term "brand" originates from the Old Norse word "Brand," meaning "to burn," and encompasses a collective concept that includes brand name, logo, and brand persona Initially used to mark livestock, this branding method later extended to crafts, allowing artisans to imprint or engrave marks on their products for customer recognition Today, brands consist of elements such as text, symbols, patterns, and colors, serving as a representation of a product's image and quality, while also ensuring intellectual property rights For products to succeed in the international market, they require not only high quality, competitive pricing, and attractive packaging but also a distinctive and appealing brand name that evokes rich associations and stimulates consumer desire.
1.1.1 美国品牌名称概说
Brand names from any country possess unique linguistic, cultural, and naming characteristics These names generate significant economic benefits for businesses, prompting companies to carefully consider these three key aspects when selecting a brand name.
1.1.1.1美国品牌名称语言特点
In "A Brief Discussion on the Translation of Trademark Names," Professor Xu Yanping highlights three key linguistic features of American brand names: they are easy to pronounce, reflect the characteristics of the products themselves, and convey symbolic meaning along with aesthetic connotations.
A good brand name should have a rhythmic pronunciation, making it catchy and easy for the public to remember For example, the name "Fanta," derived from the German word "Fantasie," captures the essence of being "fun and enjoyable." This name originated from a simple brainstorming session when inventor Max Keith sought a new drink name, and a salesperson casually suggested "Fanta," which has been used ever since.
说 Reebok 运动服，这个品牌名称只有两个音节，发音比较干脆，其含义是象征
The graceful and athletic movements of athletes are easily associated with the brand name "Reebok," which translates to "锐步" in Chinese This name evokes images of swift strides and agility, making it memorable and reflective of the dynamic nature of sports.
体现产品本身的特征
Many products have characteristics that are somewhat linked to their brand names, such as Toys"Я"Us, which is known in Chinese as “玩具反斗城” (Wánjù Fǎndòuchéng) The name translates directly to "Toys are Us," emphasizing the brand's identity Both the original and translated names highlight the essence of the products they represent.
The term "toys" clearly reflects the brand's identity as the world's largest retailer of toys and baby products, offering consumers a comprehensive and premium shopping experience.
展现象征意义及审美内涵
Một tên thương hiệu thành công không chỉ cần có thông tin giá trị hữu ích mà còn phải thể hiện ý nghĩa biểu tượng và giá trị thẩm mỹ Tên thương hiệu này không chỉ mang lại cảm giác tích cực cho người tiêu dùng mà còn thúc đẩy hoạt động kinh doanh Chẳng hạn, thương hiệu xe hơi Crown tượng trưng cho sự sang trọng và xa hoa, giống như một vương miện mang đậm khí chất hoàng gia Một tên thương hiệu thành công thực sự kết hợp được hình thức và ý nghĩa, khiến người ta dễ nhớ và ấn tượng ngay từ lần nghe đầu tiên.
1.1.1.2美国品牌名称文化特点
Three key aspects of Western culture that influence American brand names are individualism, mythology, and Christianity.
Western civilization originated from ancient Greece and Rome, focusing on humanity's conquest of nature and emphasizing individualism Individualists believe that through education and cultivation, humans can awaken their creative potential and take control of their destinies This individualistic perspective has led to a prevalence of businesses and brands named after individuals, particularly in the United States.
Brands like Gillette, Estee Lauder, Rolls-Royce, Tiffany, and Boeing are named after their founders or family names, reflecting a recognition of the founders' or families' dedication and struggles in building their legacies.
Mythology represents a remarkable aspect of ancient art and embodies the wisdom of ancient people Utilizing deities from Greek mythology as brand names undeniably captivates and entices modern consumers A prime example is Nike, one of the world's most successful sports brands, named after the Greek goddess of victory, Athena Nike As the daughter of Zeus, she oversees wisdom, skill, and warfare, and became the protector of Athens after triumphing over Poseidon in their battle for the city By adopting the name Nike, the company conveys the durability of its products and inspires users to embody the courage and determination of the goddess of victory.
Christianity serves as the ethical framework and foundational core of Western culture, deeply influencing daily life and societal norms For instance, the number 13 is widely regarded as unlucky in Western culture This belief stems from the biblical story of the Last Supper, where Jesus dined with his twelve disciples, making a total of thirteen, and Judas, the thirteenth disciple, betrayed him for thirty pieces of silver Consequently, the number 13 has come to symbolize misfortune and betrayal, leading many in the West to avoid it, even in brand names.
现 13这个数字。
1.1.1.3美国品牌名称命名特点
In 2004, Professor Li Fei from Tsinghua University conducted a classification and statistical analysis of the original names of the world's 100 most valuable brands Building on Professor Li's research findings, this article explores the global brand landscape in 2020.
价值500强》中的206个美国品牌名称进行归类，结果：
品牌名称类型 数量 比例
地名、物名构成 13 6.3%
表1：《2020年全球品牌价值500强》中206个美国品牌名称类型
In the 2020 Global Brand Value 500 list, 206 American brands predominantly feature invented names, reflecting a high level of innovation and quality demanded by companies This trend showcases the adventurous spirit of Western entrepreneurs, who strive to surpass their predecessors and carve out their own unique paths in the market.
品牌名称翻译原则
在《现代国际贸易中英文企业及品牌名称汉译的原则与方法研究》（李佳，
In 2009, Professor Li Jia introduced three fundamental principles for the Chinese translation of brand names: the principle of coordinated equivalence, the principle of aesthetics, and the principle of emotional appeal.
1.2.1协调对等原则
Renowned American translation theorist Eugene Nida introduced the concept of translation equivalence, emphasizing that the primary goal of translation is to achieve parity between the source text and the target text across various dimensions, including informational content, speaking style, literary form, linguistic culture, and social customs According to Nida's theory, the Chinese translations of American brand names should reflect the essence of the original names through considerations of phonetics, meaning, and cultural context.
Firstly, phonetic equivalence is essential, meaning that the translated brand name should faithfully reflect the original company's name in terms of pronunciation, preserving its essence and charm The translated name should be catchy and rhythmic, providing an enjoyable experience for customers Since Mandarin Chinese has four tones, the translation must ensure a balanced interplay of tones and syllables in the word combinations.
Maintain a rhythmic flow throughout the text While striving to preserve the phonetics and cadence of the original names, focus on incorporating words that are pronounced clearly and resonate well.
Chinese brand names typically consist of two syllables, with a maximum length of four syllables An appropriate length or syllable count is essential for a brand name to be memorable and easily communicated Key factors for a successful brand name include brevity, ease of spelling and pronunciation, and adherence to rhythmic characteristics.
Tên tiếng Trung của "Coca-Cola" là "可口可乐" Nếu công ty Coca-Cola vẫn giữ nguyên cách dịch "蝌蝌啃蜡", điều đó sẽ khiến người tiêu dùng cảm thấy kỳ lạ và không có hứng thú mua hàng Việc sáng tạo ra tên gọi "可口可乐" thông qua phương pháp phiên âm kết hợp với ý nghĩa từ vựng đã tạo nên một cái tên độc đáo, giúp thương hiệu này gây ấn tượng tốt ngay từ lần đầu tiên.
Additionally, the translated name should embody rich connotations and beautiful imagery, as such a brand name can resonate with consumers and stimulate their desire to purchase.
When translating American brand names, it is essential to remain faithful to cultural nuances, acknowledging the distinct geographical and historical contexts that shape different ethnic identities and preferences This involves not only conveying the original cultural essence but also respecting the audience's cultural background The cultural disparities between the U.S and China must be honored in brand name translations, ensuring that the cultural significance of the American name is accurately represented while also appealing to Chinese consumers For instance, the name "Oracle," which refers to a divine prophecy in English, is cleverly translated to "甲骨文" (Oracle Bone Script) in Chinese, a term that evokes historical significance and seriousness This translation not only reflects the company's heritage but also demonstrates a commitment to understanding Chinese culture, thereby fostering trust among consumers.
To effectively promote a company's image and attract consumers, it is essential to balance coherence with the unique nature of business and brand names, while also ensuring aesthetic appeal to enhance sales.
Firstly, the aesthetic significance in meaning is crucial Influenced by Chinese culture, people in China particularly favor auspicious words such as "Fu" (fortune), "Le" (happiness), "Xi" (joy), "Jin" (gold), and "Li" (benefit), which evoke a sense of harmony and prosperity Historically, Chinese women have admired soft, elegant, and pure imagery, making terms like "Rou" (gentle), "Ya" (elegant), "Jie" (pure), and "Mei" (beautiful) popular among female consumers It is evident that many successful skincare and cosmetics brands, such as "Maybelline," "L'Oréal," and "Avon," adhere to this principle in their names.
Secondly, the aesthetic appeal of phonetics is crucial A brand name should be catchy and melodious, facilitating word-of-mouth promotion Given the characteristics of Chinese pronunciation, shorter names are easier to remember In contrast to longer, foreign-sounding translations, two to three-character names are more likely to leave a lasting impression on consumers.
The brand name "Goldlion," originally translated as "金狮," has been thoughtfully reinterpreted to better align with cultural nuances and enhance phonetic appeal The name "利来" features alliteration, making it more fluid, resonant, and memorable Similarly, shampoo brands like "Hair Song" and "Clear" exemplify this approach, combining cultural relevance with catchy, easy-to-remember names.
客念 起来 就 感到 非 常清 爽。 相 似的 例 子还 有“ 宝 洁” （P&G） ，“ 德芙 ”
（Dove）等品牌名称，都遵循该原则。
A brand name serves as the face of a company and its products, effectively promoting the company's image and boosting sales Therefore, a successful translation of a brand name into Chinese should resonate with consumers and encourage purchasing decisions.
A successful brand should resonate with its products and evoke positive associations among consumers Ultimately, creating a memorable brand is essential for driving product sales and ensuring that offerings are well-received and loved by the public.
The translation of product names should closely align with the product's scope, allowing consumers to easily associate it with the brand For instance, "Head&Shoulders" translates literally to "头和肩膀," which lacks appeal However, the name "海飞丝" captures both phonetic similarity and resonates with Chinese cultural preferences, evoking imagery of refreshing, flowing hair reminiscent of the sea This clever naming strategy effectively connects the product with its intended qualities.
课题研究综述
Currently, there is limited research in China that directly focuses on brand names, with most studies addressing broader vocabulary such as terminology, personal names, geographical names, and other entities identified by names For instance, a master's thesis titled "A Study on the Linguistic Features of Chinese Liquor Brand Names—Compared with Vietnamese Liquor Brand Names" by Zhou Chunxiong (2017) analyzes the linguistic characteristics of 180 Chinese liquor brand names and 118 Vietnamese liquor brand names.
Bài viết《汉语语茶酒二类商品名称特点研究 - Nghiên cứu đặc điểm tên gọi thương phẩm trà và rượu trong tiếng Hán và tiếng Việt》của范氏青云 (2019) tổng hợp các khái niệm về việc đặt tên, đặc biệt là tên sản phẩm, nhãn hiệu và các vấn đề lý thuyết liên quan đến ngôn ngữ so sánh Nghiên cứu phân tích các đặc điểm ngữ âm, từ vựng, cấu trúc ngữ pháp, ngữ nghĩa, và biện pháp tu từ của tên gọi sản phẩm trà và rượu ở Trung Quốc và Việt Nam, từ đó làm rõ những điểm khác biệt và tương đồng trong ngôn ngữ Bài viết cũng nhấn mạnh các đặc trưng văn hóa dân tộc được phản ánh qua tên gọi của các sản phẩm trà và rượu, đồng thời khẳng định giá trị nghệ thuật và ứng dụng trong việc đặt tên cho những mặt hàng này.
The study of phonetic translation into Chinese reveals significant patterns, as illustrated in the master's thesis titled "A Study of Modern Chinese Tableware Terms and Their Cultural Connotations—A Comparison with Vietnamese" by Tang Shiqing (2015) This research analyzes 241 Chinese tableware names and 296 Vietnamese tableware names, highlighting their linguistic characteristics Therefore, it is evident that there is considerable potential for further development in the field of company name research in Vietnam.
In China, the significance of brand names has attracted considerable scholarly attention Zhu Yajun (2003) analyzed the meaning, methods, strategies, and elements of brand naming from a linguistic perspective, using numerous well-known domestic and foreign trademarks as examples Zhao Peiqin (2005) examined brand names through various lenses, including marketing, linguistics, culture, translation, psychology, and aesthetics, proposing five translation methods for brand names based on these insights Zhu Aixiu (2008) conducted a quantitative analysis of the English names of 200 American and British companies on the BIZDRIVE commercial website, highlighting the linguistic differences and commonalities in English company names, while exploring principles and methods for translating company names Recently, many scholars have focused on the English-Chinese translation of brand names, resulting in valuable research that offers insights for future researchers Zhu Fan (2002) reviewed the translation studies of English-Chinese trademarks published by the Chinese Communist Party from 1994 to 2001 Guo Yanhua (2017) investigated the methods and principles for translating brand names from English to Chinese Liu Xiuhua and Wang Haiyan (2009) presented several commonly used trademark translation methods through various examples Xu Jinqi (2002) approached the topic from the perspective of functional equivalence, using "meaningful beauty, phonetic beauty, and visual beauty" as criteria for evaluating the success of English brand name translations and exploring techniques to adhere to these principles Collectively, these studies provide significant guidance for future research in brand name translation.
However, a comprehensive and systematic summary and review of the research findings on English-Chinese brand name translation theories and methods has yet to be seen in the published literature This gap hinders our understanding of the current state of related research both domestically and internationally.
The study highlights that the understanding and application of valuable brand translation research findings can be hindered by both domestic and international practices This paper systematically organizes significant English-Chinese brand name translation theories and methods that have been publicly published Additionally, the author addresses the challenges faced in the marketing application of these findings.
This article conducts a detailed analysis of the translation methods used for American brand names in the "2020 Global Brand Value Top 500." It identifies existing strategies for translating English-Chinese brand names and offers recommendations for translators in the field.
2020 年全球品牌价值 500 强》美国品牌名称汉译分析
采用直接意译法
In the "2020 Global Brand Value Top 500," 48 out of 206 American brands, accounting for 23.3%, utilized direct translation for their names This statistic highlights the distinctive naming characteristics of American brands, as illustrated in Table 1.
序数 美国品牌名称 命名类型 汉译品牌名称
1 Apple 地名、物名构成 苹果
2 20th Century Studios 描述性 二十世纪影业
3 American Airlines 描述性 美国航空公司
4 American Express 描述性 美国运通
5 Bank of America 描述性 美国银行
6 Bank of America 描述性 美国银行
7 Capital One Financial Corp 描述性 第一资本
8 Discover 描述性 发现卡
9 Express Scripts 描述性 快捷药方
10 General Dynamics 描述性 通用动力
11 General Electric Company 描述性 通用电气
12 HealthNet 描述性 健康网
13 Holiday Inn 描述性 假日酒店
14 MasterCard 描述性 万事达
15 Prudential 描述性 保诚集团
16 Southwest Airlines 描述性 西南航空
17 Travelers 描述性 旅行者
18 Union Pacific 描述性 联合太平洋
United Airlines 描述性
美国联合航空公 司
20 UnitedHealth Group 描述性 联合健康集团
American UnitedHealth Group 描述性
美国联合健康集
22 Western Digital 描述性 西部数据
23 Whole Foods 描述性 全食超市
24 ABC 缩略语 美国广播公司
美国家庭人寿保 险公司
26 AIG 缩略语 美国国际集团
美国电话电报公
28 CITI 缩略语 花旗银行
美国全国广播公 司
30 UPS 缩略语 联合包裹服务
31 Chase 姓氏构成 大通银行
32 PricewaterhouseCoopers 姓氏构成 普华永道
33 Activision Blizzard 臆造 动视暴雪
34 AutoZone 臆造 汽车地带
35 Broadcom 臆造 博通公司
36 CenturyLink 臆造 世界电信
37 Facebook 臆造 脸书
38 FedEx 臆造 联邦快递
39 Metlife 臆造 大都会人寿
40 Microsoft 臆造 微软
41 Monster 臆造 怪兽
42 Oracle 臆造 甲骨文
43 Progressive 臆造 前进
44 Publix 臆造 大众
45 Qualcomm 臆造 高通公司
46 Raytheon 臆造 雷神
47 SiriusXM 臆造 天狼星XM
48 Universal 臆造 环球
表2：《2020年全球品牌价值 500强》采用直接意译法的美国品牌名称
When a brand name possesses a distinct meaning and conveys elegance in both the source and target languages, a direct translation method can be effectively employed This approach retains the characteristics of the original name while accurately conveying its information and emotions, fostering positive associations.
The name "Oracle" has intriguing origins, derived from the Latin word meaning "divine revelation." In China, "oracle bones" refer to an ancient script with a history spanning thousands of years, originally inscribed on turtle shells or animal bones for royal divination purposes This script not only symbolizes divine insights but also serves to convey information and manage data For international communication, "甲骨" was translated as "oracle bone," leading to the term "oracle script" for the writing system.
ORACLE 公司。随之，消费者也接受了这个译名，该译名既体现出 Oracle 公司
The development goals of the company reflect a connection to China's historical culture The brand name Raytheon is a constructed term, combining "Ray," which means "a beam of light" in French, and "Theon," derived from ancient Greek.
The name "Raytheon," which translates to "a ray of light from God," resonates with the Chinese cultural concept of the Thunder God, a deity associated with thunder in ancient mythology This reflects how ancient people, lacking understanding of natural phenomena like thunder, developed various legends around it Similarly, the translation of brand names like FedEx and Microsoft showcases the creativity involved in naming, with FedEx derived from its original name, Federal Express.
FedEx应该选择Federal读音的前半部分“Fed”，意义为联邦，外加Express（快
递）的“Ex”，汉译名称是联邦快递。还有“Microsoft”一词，由“Micro”和
“soft”两部分组成。其中，“Micro”是“微型”，而“soft”则是“software”
——“软件”的缩写，因此“Microsoft”被翻译成“微软”。
The data in the table indicates that descriptive and invented brand names predominantly utilize direct translation methods This trend reflects the companies' adherence to the principle of semantic equivalence during the translation process By closely aligning with the original name's meaning, these companies highlight their unique characteristics and product features Since descriptive and invented brand names best convey brand identity, employing direct translation is the optimal choice for preserving distinctiveness while adapting to new sales markets.
Additionally, a brand name should embody rich connotations and beautiful imagery, as such names can resonate with consumers and ignite their desire to make a purchase.
采用直接音译法
Direct transliteration is a translation method that converts the sounds of a brand name in the original language into similar or identical sounds in the target language This approach is particularly common in English-Chinese translation, as it effectively preserves the phonetic essence of the original name.
When translating foreign products, the direct transliteration method involves finding Chinese or English words that phonetically resemble the original brand name without deviating from language norms or causing misunderstandings This approach retains the linguistic characteristics of the original name, saves significant translation time, and preserves the complete meaning of the original brand.
《2020年全球品牌价值500强》中206个美国品牌名称中，采用直接音译法的名
称共 51 个，占 24，75%。再结合美国品牌名称命名特点（表 1），具体情况如
序数 美国品牌名称 命名类型 汉译品牌名称
1 Amazon 地名、物名构成 亚马逊
2 Valero 地名、物名构成 瓦莱罗
3 Buick 姓氏构成 别克
4 Chevrolet 姓氏构成 雪佛兰
5 Cummins 姓氏构成 康明斯
6 D.R.Horton 姓氏构成 霍顿
7 Dell 姓氏构成 戴尔
8 Deloitte 姓氏构成 德勤
9 Disney 姓氏构成 迪士尼
10 Dow 姓氏构成 陶氏
11 Emerson Electric 姓氏构成 艾默生电气
12 Estee Lauder 姓氏构成 雅诗兰黛
13 Hilton (HI) 姓氏构成 希尔顿酒店
14 Hyatt 姓氏构成 凯悦
15 J.P.Morgan Chase & Co 姓氏构成 摩根大通
16 John Deere 姓氏构成 约翰迪尔
17 Kroger 姓氏构成 克罗格
Company 姓氏构成
洛克希德ã马丁
19 Lowe's 姓氏构成 劳氏
20 McKesson 姓氏构成 麦克森
21 McKinsey 姓氏构成 麦肯锡
22 Morgan Stanley 姓氏构成 摩根士丹利
23 Nordstrom 姓氏构成 诺德斯特龙
诺斯罗普ã格鲁
25 Ralph Lauren 姓氏构成 拉尔夫ã劳伦
26 Schlumberger 姓氏构成 斯伦贝谢
27 Tesla 姓氏构成 特斯拉
28 Tiffany & Co 姓氏构成 蒂芙尼公司
29 Walgreens 姓氏构成 美国沃尔格林
30 Walmart 姓氏构成 沃尔玛
31 Accenture 臆造 埃森哲
32 Caterpillar 臆造 卡特彼勒
33 Centene 臆造 康西哥
34 Coach 臆造 蔻驰
35 Esso 臆造 埃索
36 ExxonMobil 臆造 埃克森美孚
37 Google 臆造 谷歌
38 Humana 臆造 哈门那
39 Intel 臆造 英特尔
40 McDonald's 臆造 麦当劳
41 Nike 臆造 耐克
42 Purina 臆造 普瑞纳
43 Sysco 臆造 西斯科
44 Taco Bell 臆造 塔克贝尔
45 Target 臆造 塔吉特
46 Verizon 臆造 威瑞森
47 Starbucks 臆造 星巴克
48 McLane 描述性 麦克莱恩
49 Mobil 描述性 美孚
50 KFC 缩略语 肯德基
51 CBS 缩略语 哥伦比亚
表3：《2020年全球品牌价值 500强》采用直接音译法的美国品牌名称
The use of direct phonetic transliteration for brand names adheres to the principle of phonetic equivalence in translation These transliterations faithfully reflect the original names of companies and brands, preserving their authenticity while capturing the essence and charm of the original English names This approach also signals to consumers that the brand is foreign, appealing to Chinese customers who favor international products Thoughtful phonetic translation of brand names can significantly attract a large customer base and boost product sales.
When translating brand names, it's essential to create a catchy and rhythmic sound that delights customers The four tones of the Chinese language contribute to a harmonious flow, so maintaining this rhythm during translation is crucial Strive to preserve the original phonetics and cadence while ensuring the translated name remains engaging and appealing.
Using catchy and pronounced words is essential for creating a memorable brand name The ideal length and syllable count contribute significantly to its memorability and shareability A successful brand name should be short, easy to spell and read, and adhere to rhythmic characteristics.
In the realm of brand names derived from direct transliteration, surnames constitute the highest proportion, accounting for 58.9% with 31 instances These brands are often named after the founders or their families, symbolizing the remarkable achievements resulting from their struggles Naming brands after individuals reflects a respect for personal value and recognition of individual effort The core of Western culture is individualism, emphasizing independence and the idea that individual existence is fundamental to group existence In this context, society prioritizes self-realization of personal value, capability, and awareness, celebrating individual contributions and advocating for self-respect Consequently, it is common for Westerners to name brands after themselves or their family names.
采用音意结合法
The phonetic-meaning combination method involves translating some brand names through literal interpretation while using phonetic translation for others This approach often results in unique and vivid brand names that effectively reflect the designer's intent In the "2020 Global Brand Value Top 500," 21 out of 206 American brand names, or 10.19%, utilized this method This aligns with the distinctive characteristics of American brand naming conventions.
序数 美国品牌名称 命名类型 汉译品牌名称
1 Bloomberg News 姓氏构成 彭博社
2 Domino’s Pizza 姓氏构成 达美乐比萨饼
3 Honeywell International 姓氏构成 霍尼韦尔国际
4 Macy's 姓氏构成 梅西百货
5 Merck & Co 姓氏构成 默克集团
6 Sam's Club 姓氏构成 山姆会员商
7 Sherwin-Williams 姓氏构成 宣伟涂料
8 Tyson 姓氏构成 泰森食品
9 Victoria's Secret 姓氏构成 维多利亚的秘密
10 Warner Bros 姓氏构成 华纳兄弟
11 Wells Fargo 姓氏构成 富国银行
12 Fox 姓氏构成 福斯广播公司
13 ConocoPhillips 姓氏构成 康菲石油
14 Texas Instruments 地名、物名构成 德州仪器
15 Las Vegas Sands 地名、物名构成 拉斯维加斯金沙
16 Delta 地名、物名构成 达美航空
17 Micron Technology 臆造 美光科技
18 Home Depot 描述性 家得宝
International 描述性 皇家加勒比国际游轮
20 Thermo Fisher Scientific 描述性 赛默飞世尔科技
21 Burger King 描述性 汉堡王
表4：《2020年全球品牌价值 500强》采用音意结合法的美国品牌名称
Brands using this method can be categorized into two main types: the first follows the "proper name + noun" pattern, where the proper name is directly transliterated, and the noun typically represents the brand's most prominent feature, using direct translation Please refer to the table below for specific examples.
英文品牌名称
中 文 品 牌 名
山姆会员商
山姆 会员商
Honeywell International 霍 尼 韦 尔 国
霍尼韦尔 国际 际
Victoria Secret 维 多 利 亚 的
维多利亚 秘密 秘密
彭博 社 彭博社
Las Vegas Sands 拉 斯 维 加 斯
拉斯维加斯 金沙 金沙
Burger King 汉堡王
Domino Pizza 达 美 乐 比 萨
达美乐 比萨饼 饼
The second category involves Chinese translations that follow the "proper noun + noun" pattern, while the English brand names consist solely of a proper noun Translators enhance brand recognition by incorporating distinctive features of the brand during the translation process Brand recognition is linked to customers' familiarity and memory, and including the service industry and key attributes in the translated brand name allows customers to quickly remember the brand's focus and fosters trust in that brand.
Macy's, originally named after its founder Rowland Hussey Macy, derives its name from the feminine name "Macy," which means "weapon" in Old French.
Hussey Macy) 先生。可是对中国顾客而言，Macy 完全是一个陌生的词语，因此
During the translation process, the translator chose to include the term "department store," clearly highlighting the company's primary characteristics.
征。或者 Tyson 这一品牌名称，与 Macy 相反，Tyson 是一个比较普遍的男生名
The term "泰山之子" translates to "Son of Mount Tai," reflecting a strong cultural significance Due to its widespread recognition, the translator included the word "food," resulting in the name "Tyson Foods."
Home Depot serves as an intriguing example of a retailer for home decor and building materials in the United States The term "Home" translates to "家" in Chinese, while "Depot" is defined as a place for storing large quantities of equipment, food, or goods, as well as a location for the maintenance and dispatch of vehicles like buses and trains This branding effectively evokes the image of a warehouse filled with home goods, fulfilling the dreams of DIY enthusiasts The brand name cleverly suggests abundance, and instead of using a synonym for "Depot," the translators opted for "得宝," which resonates positively with Chinese consumers This name combines partial translation and transliteration, highlighting both the brand's functionality and its aspirations.
采用谐音取义法
The phonetic translation method relies on the original brand name's pronunciation, allowing for a flexible selection of similar-sounding words in the target language that reflect the product's characteristics and effectiveness Compared to direct phonetic translation, this approach is more adaptable and aligns better with the cultural customs and aesthetic standards of the target audience This translation technique encourages creativity among translators and is particularly effective in capturing consumer interest.
《2020年全球品牌价值500强》中206个美国品牌名称中，采用谐音取义法的名
称共 47 个，占 22，81%。再结合美国品牌名称命名特点（表 1），具体情况如 下：
序数 美国品牌名称 命名类型 汉译品牌名称
1 Cisco 地名、物名构成 思科
2 Gatorade 地名、物名构成 佳得乐
3 Malboro 地名、物名构成 万宝路
4 Subway 地名、物名构成 赛百味
5 Best Buy 描述性 百思买
6 Booking.com 描述性 缤客
7 Clinique Laboratories 描述性 倩碧
8 Coca-Cola 描述性 可口可乐
9 Costco 描述性 开市客
10 Dollar General 描述性 多来店
11 Dunkin’ 描述性 康恩
12 Head & Shoulders 描述性 海飞丝
13 Pantene 描述性 潘婷
14 PayPal 描述性 贝宝
15 Cigna 缩略语 信诺
16 HPE 缩略语 慧与科技
17 KPMG 缩略语 毕马威
18 VMWARE 缩略语 威睿
19 Abbott 姓氏构成 雅培
20 Boeing 姓氏构成 波音
21 Gillette 姓氏构成 吉列
22 Goldman Sachs 姓氏构成 高盛
23 HP 姓氏构成 惠普
24 Ford 姓氏构成 福特
25 Johnson & Johnson 姓氏构成 强生
26 Kellogg’s 姓氏构成 家乐氏
27 Lay's 姓氏构成 乐事
27 Marriott International 姓氏构成 万豪酒店
28 Merrill 姓氏构成 美林
29 Wm Wrigley Jr Company 姓氏构成 箭牌
30 Airbnb 臆造 爱彼迎
31 Allstate 臆造 好事达
32 Budweiser 臆造 百威啤酒
33 Carrier 臆造 开利
34 Chevron 臆造 雪佛龙
35 Cognizant 臆造 高知特
36 eBay 臆造 易趣
37 Huggies 臆造 好奇
38 LinkedIn 臆造 领英
39 Maybelline 臆造 美宝莲
40 Medtronic 臆造 美敦力
41 Netflix 臆造 奈飞
42 Nvidia 臆造 英伟达
43 Pampers 臆造 帮宝适
44 Pepsi 臆造 百事
45 PizzaHut 臆造 必胜客
46 Sprite 臆造 雪碧
47 Uber 臆造 优步
表5：《2020年全球品牌价值 500强》采用谐音取意法的美国品牌名称
"Johnson & Johnson," a name that evokes strength and vitality, is one of the world's largest health product manufacturers, specializing in pharmaceuticals, medical devices, and consumer goods This clever translation reflects not only the phonetics of "Johnson" but also resonates with consumer perceptions, emphasizing the brand's commitment to health and wellness.
The company's products are highly anticipated and well-received by consumers For instance, "Head & Shoulders" is creatively translated to "海飞丝" (Hai Fei Si), which not only retains phonetic similarity but also aligns with Chinese pronunciation habits This translation evokes imagery of refreshing, flowing hair reminiscent of the sea, appealing to consumers' desires for a vibrant look.
还有 Pampers，其汉译名是“帮宝适”。帮宝适是美国宝洁公司旗下著名的婴儿
Pampers, a globally recognized diaper brand, was named the most influential diaper brand in China in 2015 and is highly recommended by millions of mothers The brand primarily focuses on baby care products.
The name "Pampers" is an excellent choice, conveying the message that this product will ensure exceptional comfort for your baby.
再谈Marriott International的中文名称——万豪酒店。万豪是香港人对国
际品牌Marriott的中文翻译，中国大陆早期翻译为“马里奥特”，广东话万豪读
The term "Slow Monkey" is derived from the phonetic translation of "Mar" to "Wan" and "Rio" to "Hao." Whenever the name "Wanhao" is mentioned, it evokes the phrase "luxurious beyond measure," perfectly reflecting the brand's unique style and intrinsic value.
LinkedIn, the globally recognized professional networking site, is known in Chinese as "领英" (Lǐng Yīng), which combines the characters for "lead" and "elite." This name perfectly aligns with LinkedIn's purpose of connecting leaders and talented professionals, conveying a sophisticated workplace atmosphere Additionally, "领英" closely resembles the English pronunciation of LinkedIn, reinforcing its identity in the Chinese market.
正是 Linkedin所拥有的资源。Uber的汉译名称是“优步”。Uber公司以及 Uber
The software aims to offer consumers the best personal mobility service options to meet diverse needs In other words, Uber cleverly translates the concept of optimizing transportation into its brand name, "优步," to address travel challenges effectively.
Many food companies often use homophonic naming methods for their brand names A prime example of this is the brand "KFC," which creatively conveys its identity through phonetics while appealing to consumers This strategy not only enhances brand recognition but also fosters a deeper connection with the target audience.
乐公司 (Coca Cola) 。刚进入中国市场时曾以“蝌蚪嚼蜡”为名，冠以此名的饮
It's no surprise that the product struggles to sell; who would choose to buy a drink that tastes bland and unappealing, especially one associated with something as off-putting as tadpoles?
Coca-Cola không chỉ phù hợp với thẩm mỹ văn hóa Trung Quốc mà còn thể hiện đặc trưng sản phẩm, mang đến cảm giác vui vẻ khi thưởng thức Điều này giúp sản phẩm dễ dàng chiếm được cảm tình của người tiêu dùng Pizza Hut, một trong những chuỗi cửa hàng pizza lớn nhất thế giới, được dịch sang tiếng Trung là "批萨小屋" nhưng để phù hợp với văn hóa doanh nghiệp và dễ dàng lan tỏa, tên gọi được chuyển thành "必胜客", vừa trực quan vừa dễ tiếp nhận.
"Shengke" embodies the philosophy of "crazy for customers, destined to win," beautifully reflecting the company's aspirations and objectives.
American brand names that use phonetic translation prominently adhere to the principle of aesthetic appeal, particularly in terms of meaningful beauty Influenced by Chinese culture, Chinese people have a strong preference for auspicious terms that convey positive connotations.
Words like "fortune," "happiness," "joy," "gold," and "profit" carry auspicious meanings that evoke peace and prosperity In the translation process, translators often select favorable terms such as "treasure," "hundred," "joy," "ten thousand," "hero," "beauty," "might," and "achievement." In the minds of Chinese and other Asians, the number "hundred" symbolizes perfection, completeness, and harmony, representing swift success This number is not only significant in meaning but is also widely used in practice.
The number "百" symbolizes the pursuit of excellence, urging you to focus on your current and future endeavors, as they significantly impact your life This is why many companies choose to incorporate "百" into their brand names when translating into Chinese Brands associated with terms like "英" and "威," primarily found in the science and technology sectors, convey a sense of exceptional talent and superior wisdom, aligning perfectly with the characteristics of their respective fields.
采用不译法
During the statistical analysis, the author observed that many brands opt not to translate their names This phenomenon can be attributed to the unique characteristics of non-translation By choosing not to translate, brands maintain their "authentic essence," as businesses believe that translated names cannot adequately represent the original products This trend is highlighted in the "2020 Global Brand Value Top 500."
Out of 206 American brand names, 39 are used without translation, accounting for 18.93% This reflects the unique characteristics of American brand naming conventions.
序数 美国品牌名称 命名类型 汉译品牌名称
1 Adobe 地名、物名构成 Adobe
2 Aetna 地名、物名构成 Aetna
3 Pall Mall 地名、物名构成 Pall Mall
4 Collins Aerospace 描述性 Collins Aerospace
5 Salesforce 描述性 Salesforce
6 YouTube 描述性 YouTube
8 ADP 缩略语 ADP
9 BD 缩略语 BD
10 BNSF 缩略语 BNSF
12 CSX 缩略语 CSX
13 CVS 缩略语 CVS
14 DXC 缩略语 DXC
15 ESPN 缩略语 ESPN
16 FIS 缩略语 FIS
17 GEICO 缩略语 GEICO
18 HCA 缩略语 HCA
19 IBM 缩略语 IBM
22 PNC 缩略语 PNC
23 VISA 缩略语 VISA
24 Kohl’s 姓氏构成 Kohl’s
25 Marshalls 姓氏构成 Marshalls
26 Phillips 66 姓氏构成 Phillips 66
27 TJ Maxx 姓氏构成 TJ Maxx
29 Bud Light 臆造 Bud Light
34 Ross Dress For Less 臆造 Ross Dress For Less
表6：《2020年全球品牌价值500强》采用不译法的美国品牌名称
Brands like Adobe, Instagram, Universal, Enterprise, and Carmax choose not to translate their names into Chinese, yet they still gain consumer recognition while maintaining their unique product identities Additionally, many Western brands such as IBM, CITI, UPS, CVS, 3M, and ESPN use abbreviations or simple combinations of letters and numbers, making their names straightforward and easy to understand without the need for translation Furthermore, the influence of Western culture has contributed to rising living standards and increased international communication.
As demand continues to rise, people's proficiency in English is improving, making consumers more receptive to abbreviated brand names.