| Ⅰ Introduction to this study | 第1-24页 |
| 1.The reason for choosing this topic and the values of this article | 第11-12页 |
| 2.Literature review | 第12-18页 |
| 3.The structure of this article | 第18页 |
| 4.The significance for studying brands | 第18-19页 |
| 5.The world market trends for branding | 第19-21页 |
| 6.The rationale of the present study | 第21-24页 |
| 7.The objectives of the present study | 第24页 |
| Ⅱ Introduction to brand and brand names | 第24-40页 |
| 1.General survey of brand and brand names | 第24-26页 |
| 2.Classification of brand | 第26-28页 |
| 3.Historical evolution of brand | 第28-29页 |
| 4.Function of brands | 第29-31页 |
| 5.Classification of brand names | 第31-37页 |
| 6.Characteristics of brand names | 第37-40页 |
| Ⅲ Marketing study on brand names | 第40-46页 |
| 1.The benefits of branding | 第40-41页 |
| 2.Marketing definition of brand and brand names | 第41-42页 |
| 3.Whether to brand | 第42-43页 |
| 4.Four strategies for choosing brand names | 第43-44页 |
| 5.Desirable qualities for a brand name | 第44-45页 |
| 6.Choose brand names working globally | 第45-46页 |
| 7.Marketing effects of brand names | 第46页 |
| Ⅳ Linguistic study on brand names | 第46-51页 |
| 1.Phonological analysis on brand names | 第47页 |
| 2.Morphological analysis on brand names | 第47-48页 |
| 3.Lexical analysis on brand names | 第48-49页 |
| 4.Syntax analysis on brand names | 第49-50页 |
| 5.Brand name linguistic characteristics | 第50-51页 |
| 6.Linguistics effects of brand names | 第51页 |
| Ⅴ Cultural study on brand name s | 第51-64页 |
| 1.Brief introduction to inter-cultural communication | 第51-56页 |
| 2.Culture reflected in brand names | 第56-64页 |
| Ⅵ Translation of brand names | 第64-82页 |
| 1.The importance of translation of brand names. | 第64-65页 |
| 2.Criteria and principle | 第65-66页 |
| 3.Major methods of translating brand names | 第66-78页 |
| 4.Factors influencing the choice of brand name translation method | 第78-81页 |
| 5.Translation effect of brand names | 第81-82页 |
| Ⅶ Psychological analysis on brand names | 第82-86页 |
| 1.Thought | 第83-84页 |
| 2.Feeling | 第84-85页 |
| 3.Sensation | 第85页 |
| 4.Intuition | 第85-86页 |
| Ⅷ Aesthetics analysis on brand names | 第86-90页 |
| 1.The pronunciation beauty of brand names | 第86-87页 |
| 2.Visual beauty of brand names | 第87-88页 |
| 3.The imaginative beauty of brand names | 第88-90页 |
| Ⅸ Suggestions on how to give good brand names | 第90-97页 |
| 1.Naming guidelines | 第90-96页 |
| 2.Naming procedures | 第96-97页 |
| Ⅹ Conclusions | 第97-100页 |
| REFERENCES | 第100-102页 |
| ACKNOWLEDGMENTS | 第102页 |
