| Acknowledgements | 第1-7页 |
| Abstract(Chinese) | 第7-8页 |
| Abstract(English) | 第8-9页 |
| Introduction | 第9-14页 |
| 1. Background of the research | 第9-10页 |
| 2. Significance of the research | 第10-11页 |
| 3. Methodology of the research | 第11-12页 |
| 4. Organization of the research | 第12-14页 |
| Chapter 1 A General Survey of Brand name | 第14-26页 |
| ·Definition of Brand name and other related terms | 第14-15页 |
| ·Feathers of Brand Name | 第15-17页 |
| ·Brevity and Sonority | 第15-16页 |
| ·Elegance and Aptness | 第16页 |
| ·Originality and Novelty | 第16-17页 |
| ·Functions of Brand Name | 第17-18页 |
| ·Values of Brand Name | 第18-20页 |
| ·Classifications of Brand Name | 第20-26页 |
| ·Classification by Users | 第20页 |
| ·Classification by the Constitution | 第20-21页 |
| ·Classification by Formation | 第21-26页 |
| ·Proper Words used as Brand Names | 第22-23页 |
| ·Common Words used as Brand Names | 第23-24页 |
| ·Coined Words used as Brand Names | 第24-26页 |
| Chapter 2 Literature Review | 第26-35页 |
| ·Translation Theories and Principles in General | 第26-30页 |
| ·Yan Fu’s Faithfulness, Expressiveness and Elegance | 第26-28页 |
| ·Peter Newmark’s Semantic Translation and Communicative Translation | 第28-30页 |
| ·Theoretical Basis of Semantic Translation and Communicative Translation | 第28-29页 |
| ·The Application of Semantic Translation and Communicative Translation t81and Name Translation to Brand Name Translation | 第29-30页 |
| ·Nida’s “Functional Equivalence” | 第30-35页 |
| ·Essence of Functional Equivalence | 第30-33页 |
| ·The Significance of Functional Equivalence in Guiding the Translation of Brand Names | 第33-35页 |
| Chapter 3 The Application of “Functional Equivalence”to Brand Name Translation | 第35-45页 |
| ·Requirements of Functional Equivalence | 第35-39页 |
| ·Equivalence for Informative Function | 第35-36页 |
| ·Equivalence for Aesthetic Function | 第36-38页 |
| ·Equivalence for Vocative Function | 第38-39页 |
| ·Functional Equivalence and Brand Name Translation | 第39-45页 |
| ·Functional Equivalence and Translating English Brand Names into Chinese | 第40-42页 |
| ·Functional Equivalence and Translating Chinese Brand Names into English | 第42-45页 |
| Chapter 4 Chapter 4 Sample Analysis | 第45-57页 |
| ·Transliteration | 第45-48页 |
| ·Literal Translation | 第48-51页 |
| ·Combination of Transliteration and Literal Translation | 第51-53页 |
| ·Creative Translation | 第53-55页 |
| ·Summary | 第55-57页 |
| Conclusion | 第57-60页 |
| Bibliography | 第60-61页 |
