| Chapter Ⅰ． Introduction | 第1-15页 |
| Chapter Ⅱ． Introduction to Brand and Brand Names | 第15-34页 |
| 2．1 General Survey of Brand and Brand Names | 第15-21页 |
| 2．1．1 Definition of Brand and Brand Names | 第15-16页 |
| 2．1．2 Classification of Brand | 第16-18页 |
| 2．1．3 Historical Evolution of Brand | 第18-19页 |
| 2．1．4 Function of Brand | 第19-21页 |
| 2．2 Classification of Brand Names | 第21-30页 |
| 2．2．1 Proper Name Brand Names | 第22-25页 |
| 2．2．2 Common Word Brand Names | 第25-27页 |
| 2．2．3 Coined word Brand Names | 第27-30页 |
| 2．3 Characteristics of Brand Names | 第30-34页 |
| Chapter Ⅲ． Intercultural Communication and Brand names | 第34-53页 |
| 3．1 Brief introduction to inter-cultural communication | 第34-37页 |
| 3．1．1 Culture, Communication and Inter-cultural Communication | 第34-36页 |
| 3．1．2 Mode of Inter-cultural Communication | 第36-37页 |
| 3．2 Vocabulary and Inter-cultural Communication | 第37-40页 |
| 3．3 Culture Reflected in Brand Names | 第40-53页 |
| 3．3．1 Cultural Origin of Brand Names | 第40-41页 |
| 3．3．2 Brand Names and Ethnic Cultural Characteristics | 第41-47页 |
| 3．3．3 Cultural Association and Localization of Branding | 第47-53页 |
| Chapter Ⅳ． The Translation of Brand Names | 第53-67页 |
| 4．1 The Importance of Translation of Brand Names | 第53页 |
| 4．2 Criteria and Principle | 第53-56页 |
| 4．3 Approaches of Translation | 第56-67页 |
| 4．3．1 Literal Translation | 第56-60页 |
| 4．3．2 Transliteration | 第60-67页 |
| Chapter Ⅴ． Conclusion | 第67-70页 |
| Bibliography | 第70-75页 |
