| Acknowledgements | 第1-6页 |
| Abstract | 第6-7页 |
| 摘要 | 第7-10页 |
| Chapter One Introduction | 第10-17页 |
| ·A brief review of relevant studies on brand names and their translation | 第10-15页 |
| ·Relevant studies on brand names | 第10-12页 |
| ·Relevant studies on the translation of brand names in the West | 第12-14页 |
| ·A survey of studies on the translation of brand names in China | 第14-15页 |
| ·The significance of the study | 第15-16页 |
| ·The layout and main ideas of the thesis | 第16-17页 |
| Chapter Two A Brief Discussion of Skopostheory | 第17-23页 |
| ·Development and basic rules of Skopostheory | 第17-21页 |
| ·Development of Skopostheory | 第17-19页 |
| ·Principles of Skopostheroy | 第19-21页 |
| ·Application of Skopostheory in translation | 第21-22页 |
| ·Comments on Skopostheory | 第22-23页 |
| Chapter Three Towards Brand Names | 第23-37页 |
| ·Definitions of brand names | 第23-24页 |
| ·Components of brand names | 第24-33页 |
| ·P roper name | 第24-29页 |
| ·Common names | 第29-30页 |
| ·Coined or fabricated names | 第30-33页 |
| ·Characteristics of brand names | 第33-37页 |
| ·Brevity, sonority and memorability | 第33-34页 |
| ·Significance | 第34-35页 |
| ·Elegance and appropriateness | 第35-36页 |
| ·Originality and novelty | 第36-37页 |
| Chapter Four Translation of Brand Names | 第37-48页 |
| ·Factors worth considering in the process of brand name translation | 第37-48页 |
| ·Characteristic of the era | 第38页 |
| ·Culture discrepancies | 第38-42页 |
| ·Thinking modes | 第42-43页 |
| ·Association factors | 第43-45页 |
| ·Psychological factors | 第45-48页 |
| Chapter Five Principles for the Translation of Brand Names | 第48-58页 |
| ·The KISS principle | 第48-49页 |
| ·The principle of identification | 第49-50页 |
| ·The principle of distinctiveness | 第50-51页 |
| ·The principle of culture | 第51-52页 |
| ·The principle of aesthetics | 第52-58页 |
| ·Sound beauty | 第53-54页 |
| ·Form beauty | 第54-55页 |
| ·Sense beauty | 第55-58页 |
| Chapter Six Strategies for the Translation of Brand Names | 第58-67页 |
| ·Strategies for translations in the Skopostheory | 第58-59页 |
| ·Strategies for the translation of brand names | 第59-67页 |
| ·Transliteration | 第59-60页 |
| ·Literal translation | 第60-61页 |
| ·Combination of transliteration and literal translation | 第61-63页 |
| ·Liberal or free translation | 第63-67页 |
| Chapter Seven Conclusion | 第67-69页 |
| References | 第69-71页 |
