| Introduction | 第1-20页 |
| Chapter One Brand and Brand Name Translation | 第20-49页 |
| ·Brand and Brand Name | 第21-39页 |
| ·Definition of Brand and Brand Name | 第21-23页 |
| ·Classification of Brand Names | 第23-32页 |
| ·Functions of Brand and Brand Name | 第32-39页 |
| ·Brand Name Translation | 第39-49页 |
| ·Importance of Brand Name Translation | 第39-42页 |
| ·Methods Commonly-used in Brand Name Translation | 第42-49页 |
| Chapter Two Skopostheorie—the Theoretical Framework | 第49-66页 |
| ·Historical Overview on Skopostheorie | 第50-55页 |
| ·The Equivalence-based Translation Approach | 第50-52页 |
| ·The Skopos-oriented Translation Approach | 第52-55页 |
| ·Basic Concepts of Vermeer's Skopostheorie | 第55-61页 |
| ·The Skopos | 第55-56页 |
| ·Initiator, Translator and Receiver | 第56-60页 |
| ·The Skopos Rule—the Primary Translation Principle | 第60-61页 |
| ·Significance of Skopostheorie to Brand Name Translation | 第61-66页 |
| ·Source Text as an Offer of Information | 第61-63页 |
| ·Translator as an Expert | 第63-64页 |
| ·Adequacy Overweighs Equivalence | 第64-66页 |
| Chapter Three Strategy to Brand Name Translation | 第66-89页 |
| ·Basic Strategy to Brand Name Translation | 第66-69页 |
| ·Target-text-oriented Strategy to Brand Name Translation | 第66-67页 |
| ·Brand Name Translation as a Purposeful Adaptation | 第67-69页 |
| ·Considerations in Brand Name Translation | 第69-81页 |
| ·Linguistic Considerations in Brand Name Translation | 第69-72页 |
| ·Cultural Considerations in Brand Name Translation | 第72-73页 |
| ·Marketing Considerations in Brand Name Translation | 第73-77页 |
| ·Legal Considerations in Brand Name Translation | 第77-81页 |
| ·Procedures of Brand Name Translation | 第81-89页 |
| Chapter Four Cultural Adaptation in Brand Name Translation | 第89-109页 |
| ·The Necessity of Cultural Adaptation | 第90-92页 |
| ·Adaptation to Various Cultural Elements | 第92-109页 |
| ·Adapting to Different Meanings of Words | 第93-95页 |
| ·Adapting to Different Moral Values and Beliefs | 第95-97页 |
| ·Adapting to Political and Historical Situation | 第97-99页 |
| ·Adapting to Different Associations of Animals and Plants | 第99-103页 |
| ·Adapting to Consumers' Psychology | 第103-109页 |
| Conclusion | 第109-111页 |
| Bibliography | 第111-114页 |
