| ACknowledgements | 第1-4页 |
| Abstract in Chinese | 第4-6页 |
| Abstract in English | 第6-8页 |
| PartⅠ． Introduction | 第8-11页 |
| PartⅡ． Brand Names and Communications | 第11-16页 |
| 2．1 The roles and criteria of brand names | 第11-12页 |
| 2．2 Brand Communications | 第12-13页 |
| 2．3 Brand names and advertising | 第13-15页 |
| 2．4 Brand names and Corporate Identity System（CIS） | 第15-16页 |
| PartⅢ． A Contrastive Study of Brand Names in English and Chinese | 第16-32页 |
| 3．1 Proper names used as brand names | 第16-17页 |
| 3．2 Common words used as brand names | 第17-19页 |
| 3．3 Coined words used as brand namese | 第19-24页 |
| 3．4 Motivations of brand names | 第24-32页 |
| 3．4．1 Sociologically motivated brand names | 第24-27页 |
| 3．4．2 AesthetiCally motivated brand names | 第27-30页 |
| 3．4．3 Culturally motirated brand names | 第30-32页 |
| PartⅣ． The Application of Contrastive Study of English Brand Names and Chiliese Brand Names | 第32-35页 |
| 4．1 Selection of an effective brand name | 第32-33页 |
| 4．2 Trailslation of brand names | 第33-35页 |
| 4．2．1 The principle for translating brand names | 第33页 |
| 4．2．2 The skills in translating brand names | 第33-35页 |
| PartⅤ． Conclusion | 第35-36页 |
| Bibilography | 第36-37页 |
