| 中文摘要 | 第3-4页 |
| Abstract | 第4-5页 |
| Chapter I Introduction | 第8-13页 |
| 1.1 Existing Problems | 第8-10页 |
| 1.2 Significance of the Study | 第10-12页 |
| 1.3 Language Data | 第12-13页 |
| Chapter II Literature Review | 第13-21页 |
| 2.1 Functions of Brand Names | 第13-15页 |
| 2.2 Criteria of the Brand Name Translation | 第15-17页 |
| 2.3 Previous Studies about Brand Names and Nida’s “Functional Equivalence” | 第17-21页 |
| 2.3.1 Previous Studies on the Brand Names | 第17-19页 |
| 2.3.2 Previous Studies on the “Functional Equivalence” | 第19-21页 |
| Chapter III Theoretical Framework of Chinese-English Brand Name Translation | 第21-28页 |
| 3.1 Nida’s “Functional Equivalence” | 第21-25页 |
| 3.1.1 Dynamic Equivalence and Functional Equivalence | 第21-23页 |
| 3.1.2 Essence of Functional Equivalence Theory | 第23-25页 |
| 3.2 Application of “Functional Equivalence”in Brand Name Translation | 第25-28页 |
| Chapter IV Analysis of “Functional Equivalence”in Chinese Brand Name Translati | 第28-54页 |
| 4.1 Analysis from the Position of Target Consumers | 第28-29页 |
| 4.2 From the Aspect of Target Consumers’ Psychology | 第29-35页 |
| 4.2.1 Target Consumer Intention | 第30-32页 |
| 4.2.2 Target Consumers’Demands | 第32-33页 |
| 4.2.3 Target Consumers’Expectation | 第33-35页 |
| 4.3 Analysis from the Aspect of Cultures | 第35-42页 |
| 4.3.1 Mistakes Failing in Paying Attention to the Target Consumers’ Cultures | 第35-37页 |
| 4.3.2 Factors of Mistakes | 第37-42页 |
| 4.3.2.1 Different Beliefs and Thought Modes | 第38-39页 |
| 4.3.2.2 Different Cultural Tradition’s Connotation | 第39页 |
| 4.3.2.3 Different Ethnical Customs and Habits | 第39-40页 |
| 4.3.2.4 Different Mythologies and Legends | 第40-42页 |
| 4.4 Analysis from the Aspect of Target Consumers’Linguistics | 第42-46页 |
| 4.4.1 from the Form of Target Consumers’Linguistics | 第42-44页 |
| 4.4.2 from the Content of the Target Consumers’Linguistics | 第44页 |
| 4.4.3 from the Sound of Target Consumers’Linguistics | 第44-46页 |
| 4.5 Main methods of Brand translation | 第46-51页 |
| 4.5.1 Literal translation | 第46-47页 |
| 4.5.2 Transliteration | 第47-49页 |
| 4.5.3 Paraphrase | 第49-50页 |
| 4.5.4 Combination of Literal Translation, Paraphrase and Transliteration | 第50-51页 |
| 4.6 Procedure of Brand Name Translation | 第51-54页 |
| 4.6.1 Understanding the Source Text | 第52页 |
| 4.6.2 Taking Target Consumer-Oriented into Consideration | 第52页 |
| 4.6.3 Adjustment of Organized Lexicon | 第52-53页 |
| 4.6.4 Paying Attention to the Brand Name Law in Target Country | 第53-54页 |
| Chapter V Conclusion | 第54-58页 |
| 5.1 General summary | 第54-55页 |
| 5.2 Possible Contributions | 第55-56页 |
| 5.3 Limitations and Further Study | 第56-58页 |
| Bibliography | 第58-60页 |
| Acknowledgement | 第60页 |
