| Acknowledgements | 第1-5页 |
| Abstract English | 第5-7页 |
| Abstract Chinese | 第7-10页 |
| Chapter Ⅰ Introduction | 第10-18页 |
| ·Brief introduction to Memetics | 第10-13页 |
| ·Definition of the concept "meme" and its developing history | 第10-12页 |
| ·Human's imitation and meme replication | 第12-13页 |
| ·Three qualities of a successful meme | 第13页 |
| ·Introductions to the thesis | 第13-16页 |
| ·Rationale and significance of the study | 第14-15页 |
| ·Research questions | 第15-16页 |
| ·Research methodology and data collection | 第16页 |
| ·Outline of the thesis | 第16-18页 |
| Chapter Ⅱ Literature Review | 第18-33页 |
| ·Previous research on study of brand name and its translation | 第18-21页 |
| ·Definition of a "brand" | 第18-19页 |
| ·Functions of a brand name | 第19页 |
| ·Study of brand name translation and achievements | 第19-21页 |
| ·Research on Memetics | 第21-28页 |
| ·Terminologies in memetic study | 第21-23页 |
| ·Memetics of language | 第23-24页 |
| ·Memetic study in translation | 第24-26页 |
| ·Memetic study in marketing(advertising,branding,market explore) | 第26-28页 |
| ·Intertextuality V.S.Memetics in branding | 第28-31页 |
| ·Relevant research on Intertextuality | 第28-29页 |
| ·Relevant study of Memetics in comparison with intertextuality | 第29-31页 |
| ·Reflections on the above research | 第31-32页 |
| ·Summary | 第32-33页 |
| Chapter Ⅲ Theoretical Framework | 第33-45页 |
| ·Working definition of "a strong meme" and its features | 第33-35页 |
| ·Working definition of "a strong meme" | 第33-34页 |
| ·Three features of a strong meme and its relevance to the study | 第34-35页 |
| ·A brand name as a meme | 第35-40页 |
| ·The similarities between a brand name and a meme | 第35-38页 |
| ·The interactive relationship between a brand name and a meme | 第38-40页 |
| ·The brand meme | 第40页 |
| ·The surviving battle of the brand name translation in target culture | 第40-43页 |
| ·Brand names and translations | 第40-41页 |
| ·Translations of the brand memes and their selection process | 第41-42页 |
| ·The categorization of brand memes in target culture | 第42-43页 |
| ·Methods to create strong memes | 第43-44页 |
| ·Summary | 第44-45页 |
| Chapter Ⅳ Examples and Analysis of Brand Name Translations | 第45-54页 |
| ·A general picture of the four selection stages and the four selective criteria | 第45-46页 |
| ·The application of the four selective criteria in brand meme selection | 第46-51页 |
| ·The requirement of distinctiveness | 第46-47页 |
| ·The requirements of invariance and controllability | 第47-48页 |
| ·The requirements of novelty and simplicity | 第48-49页 |
| ·The requirement of coherence | 第49-51页 |
| ·The requiremet of utility | 第51页 |
| ·Results of selection and categorization of memes | 第51-53页 |
| ·Strong brand memes | 第51-52页 |
| ·The weak memes | 第52-53页 |
| ·Methods of strong brand meme creation | 第53页 |
| ·Summary | 第53-54页 |
| Chapter Ⅴ Methods to Create Strong Brand Memes | 第54-66页 |
| ·Methods to create strong brand memes in process of translation | 第54-64页 |
| ·Introduction to the genotype and the phenotype | 第55-56页 |
| ·Application of phenotype ofmemes in creation of brand memes | 第56-60页 |
| ·The method of associating with fashions | 第60-64页 |
| ·Application of genotype memes | 第64页 |
| ·Summary | 第64-66页 |
| Chapter Ⅵ Conclusion | 第66-70页 |
| ·Major findings and implications | 第66-68页 |
| ·Limitations | 第68页 |
| ·Suggestions for further studies | 第68-70页 |
| Bibliography | 第70-74页 |
