| ABSTRACT | 第1-7页 |
| 摘要 | 第7-12页 |
| Chapter Ⅰ Introduction | 第12-16页 |
| ·The Purpose and Value of This Research | 第12-13页 |
| ·Literature Review | 第13-15页 |
| ·The Organization of This Paper | 第15-16页 |
| Chapter Ⅱ Brand Name | 第16-44页 |
| ·Definitions | 第16-19页 |
| ·The Definition of Brand and Brand Name | 第16-18页 |
| ·Brand Mark and Trademark | 第18-19页 |
| ·History of Brand Name Evolution | 第19-20页 |
| ·Chinese Histry of Brand Name Evolution | 第19页 |
| ·Western History of Brand Name Evolution | 第19-20页 |
| ·Classification of Brand Name | 第20-33页 |
| ·Etymon | 第20-31页 |
| ·Meaning | 第31-32页 |
| ·Form | 第32-33页 |
| ·Characteristics of Brand Name | 第33-37页 |
| ·Functions of Brand Name | 第37-44页 |
| Chapter Ⅲ Considerations of Cultural Influence on Chinese and EnglishBrand Name Translation | 第44-61页 |
| ·Culture | 第44-46页 |
| ·The Elements of Culture | 第45-46页 |
| ·Considerations of Cultural Influence on Chinese and English Brand Name Translation | 第46-58页 |
| ·Connotation | 第47-49页 |
| ·Geographic Allocations | 第49页 |
| ·Color | 第49-51页 |
| ·Numeral | 第51-54页 |
| ·Religion | 第54-55页 |
| ·Language | 第55-58页 |
| ·Problems Caused By Lacking Related Cultural Knowledge | 第58-61页 |
| Chapter Ⅳ Brand Name Translation | 第61-85页 |
| ·The Importance of Brand Name Translation | 第61-63页 |
| ·Theories of Brand Name Translation | 第63-75页 |
| ·Literal Translation | 第63-65页 |
| ·Liberal Translation | 第65-67页 |
| ·Transliteration | 第67-68页 |
| ·Combination of Transliteration, Literal and Liberal Translation | 第68-71页 |
| ·Zero Translation | 第71-75页 |
| ·Principles of Brand Name Translation | 第75-77页 |
| ·The Principle of Easy Pronunciation and Remembrance | 第75-76页 |
| ·The Principle of Avoiding Confusion | 第76页 |
| ·The Principle of Economy | 第76页 |
| ·The Principle of Respecting the Target Customers' Psychology and Culture | 第76-77页 |
| ·The Principle of Differentiating the Target Consumers | 第77页 |
| ·Criteria of Brand Name Translation | 第77-78页 |
| ·Factors for the Success and Failure of Brand Name Translation | 第78-80页 |
| ·Major Factors for Well Translated Brand Names | 第78-79页 |
| ·Major Factors for Typical Poorly Translated Brand Names | 第79-80页 |
| ·Suggestions for Brand Name Translation | 第80-85页 |
| Chapter Ⅴ Conclusion | 第85-87页 |
| REFERENCES | 第87-89页 |
| ACKNOWLEDGEMENTS | 第89-90页 |
