| 英文摘要 | 第8页 |
| Chapter One Introduction | 第9-18页 |
| 1．1 The significance for studying brands | 第9-10页 |
| 1．2 The world market trends for branding | 第10-12页 |
| 1．3 The rationale of the present study | 第12-14页 |
| 1．4 Research methodology and data selection | 第14-15页 |
| 1．5 The objectives of the present study | 第15-16页 |
| 1．6 Outline of the thesis | 第16-18页 |
| Chapter Two Brands and Brand Positioning | 第18-35页 |
| 2．1 A survey of brands | 第18-27页 |
| 2．1．1 Definition | 第18-20页 |
| 2．1．2 Two Constituents of brands | 第20-22页 |
| 2．1．3 Characteristics of Top Brands | 第22-24页 |
| 2．1．4 The market power of brands | 第24-27页 |
| 2．2 Brand positioning | 第27-35页 |
| 2．2．1 Definition | 第28页 |
| 2．2．2 Necessity of brand positioning | 第28-31页 |
| 2．2．3 The core of brand positioning | 第31-34页 |
| 2．2．4 The role of translating brand name in brand positioning | 第34-35页 |
| Chapter Three Literature Review | 第35-45页 |
| 3．1 Tendencies in translation theories | 第35-38页 |
| 3．2 Major methods of translating brand names | 第38-40页 |
| 3．3 Perspectives of studying brand name translation | 第40-41页 |
| 3．3．1 Cultural differences | 第40页 |
| 3．3．2 Aesthetics | 第40-41页 |
| 3．3．3 Socio-semiotics | 第41页 |
| 3．4 Problems in existing studies | 第41-43页 |
| 3．5 The theoretical and practical value of the present study | 第43-45页 |
| Chapter Four Theoretical Framework | 第45-51页 |
| 4．1 Making choice | 第45-47页 |
| 4．2 Properties of language | 第47-49页 |
| 4．3 Perspectives of pragmatic investigation | 第49页 |
| 4．4 Objects of adaptation | 第49-51页 |
| Chapter Five Culture-Anchored Brands and Their Intercultural Communication | 第51-88页 |
| 5．1 Culture | 第51-62页 |
| 5．1．1 The concept of culture | 第51-53页 |
| 5．1．2 Variations in cultural values | 第53-59页 |
| 5．1．2．1 Other-oriented values | 第54-56页 |
| 5．1．2．2 Environment-oriented values | 第56-58页 |
| 5．1．2．3 Self-oriented values | 第58-59页 |
| 5．1．3 Cultural variations in nonverbal communications | 第59-62页 |
| 5．2 Brand Culture | 第62-65页 |
| 5．2．1 The concept of brand culture | 第62-63页 |
| 5．2．2 Levels of brand culture | 第63-64页 |
| 5．2．3 Ways of diffusing brand culture | 第64-65页 |
| 5．3． Cultural comparison of brand names between English and Chinese | 第65-88页 |
| 5．3．1 Brand name | 第66-68页 |
| 5．3．1．1 Human names with ordinary meaning | 第66页 |
| 5．3．1．2 Human names with special meaning | 第66-67页 |
| 5．3．1．3 Place name | 第67-68页 |
| 5．3．2 Word/character-formulated brand name | 第68-84页 |
| 5．3．2．1 Animals and plants used as brand names | 第68-73页 |
| 5．3．2．2 Numerals as brand names | 第73-77页 |
| 5．3．2．3 Colors as brand names | 第77-84页 |
| 5．4 Intercultural communication in brand positioning | 第84-88页 |
| 5．4．1 Concept and forms of intercultural communication | 第85-86页 |
| 5．4．2 Considerations in brand establishing across cultures | 第86-88页 |
| Chapter Six Cultural Adaptability of Brand Name Translation | 第88-147页 |
| 6．1 Adaptation to linguistic reality | 第89-108页 |
| 6．1．1 Consideration of sound structure | 第89-98页 |
| 6．1．2 Consideration of written form | 第98-102页 |
| 6．1．3 Consideration in designative and associative meaning | 第102-108页 |
| 6．2 Adaptation to Target Consumers | 第108-132页 |
| 6．2．1 Age-oriented | 第108-116页 |
| 6．2．2 Sex-oriented | 第116-120页 |
| 6．2．3 values-oriented | 第120-125页 |
| 6．2．4 Thinking modes and brand names | 第125-132页 |
| 6．3 Adaptation to the physical world | 第132-147页 |
| 6．3．1 The temporal dimensions in brand translating | 第132-143页 |
| 6．3．2 The spatial dimension in brand translating | 第143-147页 |
| Chapter Seven Conclusion | 第147-152页 |
| 7．1 Summary of the findings | 第147-150页 |
| 7．2 Implications of the study | 第150页 |
| 7．3 Limitations of this study | 第150-151页 |
| 7．4 Suggestions for future studies | 第151-152页 |
| Bibliography | 第152-155页 |
| Appendix | 第155-157页 |
