| Acknowledgements | 第1-6页 |
| Abstract in Chinese | 第6-7页 |
| Abstract in English | 第7-11页 |
| Chapter One Introduction | 第11-18页 |
| ·Overview of Brand Name Translation Studies | 第11-14页 |
| ·The Motivation of the Present Study | 第14-17页 |
| ·Organization of the Thesis | 第17-18页 |
| Chapter Two Brand and Brand Name | 第18-30页 |
| ·Brand and Brand Name:Definitions | 第18-19页 |
| ·Functions of Brand Names | 第19-22页 |
| ·Distinguishing Function | 第20页 |
| ·Informative Function | 第20页 |
| ·Advertising Function | 第20-21页 |
| ·Protecting Function | 第21-22页 |
| ·Classifications of Brand Names | 第22-30页 |
| ·Proper Names Used as Brand Names | 第22-25页 |
| ·Common Word Brand Names | 第25-27页 |
| ·Coined Word Brand Names | 第27-30页 |
| Chapter Three Language, Culture and Cross-cultural Communication | 第30-43页 |
| ·Definitions of Culture | 第30-32页 |
| ·Language, Culture and Cross-cultural Communication | 第32-43页 |
| ·Language and Culture | 第32-33页 |
| ·Culture and Cross-cultural Communication | 第33-35页 |
| ·Cross-cultural Communication and Brand Name Translation | 第35-43页 |
| Chapter Four Translation of Brand Names | 第43-75页 |
| ·Importance of Brand Name Translation | 第43页 |
| ·Sample Analysis | 第43-50页 |
| ·Problems in Brand Name Translation | 第44-47页 |
| ·Cultural Ignorance in Brand Name Translation | 第47-50页 |
| ·Eugene A. Nida's Functional Equivalence Theory | 第50-56页 |
| ·Essentials of Functional Equivalence Theory | 第51-54页 |
| ·Functional Equivalence Theory in the Translation of Brand Names | 第54-56页 |
| ·Principles Applied to Brand Name Translation | 第56-61页 |
| ·Brevity Principle | 第56-58页 |
| ·Novelty Principle | 第58-59页 |
| ·Readability Principle | 第59-60页 |
| ·Image Principle | 第60-61页 |
| ·Procedures of Brand Name Translation | 第61-64页 |
| ·Analysis of the Original Brand Name | 第61-62页 |
| ·Analysis of Characteristics of the Product | 第62页 |
| ·Analysis of Characteristics of Potential Consumers | 第62-63页 |
| ·Translating from Source Language to Target Language | 第63页 |
| ·Adjustment of Translated Names in the Target Culture | 第63页 |
| ·Testing Translations by Questionnaire with Potential Consumers | 第63-64页 |
| ·Methods Applied to Brand Name Translation | 第64-75页 |
| ·Transliteration | 第64-68页 |
| ·Literal translation | 第68-70页 |
| ·Combinative Translation | 第70-71页 |
| ·Free Translation | 第71-72页 |
| ·Creative Translation | 第72-73页 |
| ·Zero Translation | 第73-75页 |
| Chapter Five Conclusions | 第75-79页 |
| ·A Summary of Major Findings | 第75-77页 |
| ·Limitations and Areas for Further Research | 第77-79页 |
| References | 第79-83页 |
| 研究生履历 | 第83页 |
