| Acknowledgements | 第1-4页 |
| Abstract (in English) | 第4-6页 |
| Abstract (in Chinese) | 第6-7页 |
| Contents | 第7-10页 |
| List of the Tables and Figures | 第10-11页 |
| Chapter 1 Introduction | 第11-16页 |
| ·Literature Review | 第11-14页 |
| ·Assumptions | 第14页 |
| ·Methodology | 第14-15页 |
| ·Contribution | 第15-16页 |
| Chapter 2 Introduction to Trademark/Brand Name Translation | 第16-31页 |
| ·Introduction to Trademark/Brand Name | 第16-19页 |
| ·Definition | 第16页 |
| ·Comparison between Trademark, Brand Name and Legal/Official Name | 第16-19页 |
| ·Features and Principles of Trademark Naming and Translation | 第19-31页 |
| ·Trademark Naming | 第19-23页 |
| ·Trademark Translation Principles and Practical Skills | 第23-31页 |
| ·Translation Principles | 第23-25页 |
| ·Practical Skills Analysis Based on Existent Trade Name | 第25-31页 |
| Chapter 3 Manipulation and Rewriting on Trademark/Brand Name Translation | 第31-61页 |
| ·Introduction to Lefevere's Rewriting Theory | 第31-34页 |
| ·Ideology | 第34-55页 |
| ·Definition of Ideology | 第34-36页 |
| ·Ideology and Brand Name Translation | 第36-55页 |
| ·Culture Factors in Trademarks/Brand Names | 第36-48页 |
| ·Politic Factors | 第48-49页 |
| ·Trademark/Brand Name Translation since the End of 20th Century | 第49-52页 |
| ·Comparison between Taiwan and Mainland Trademark/Brand Name Translation | 第52-55页 |
| 3. 3 Patronage | 第55-61页 |
| ·Person | 第56-57页 |
| ·Group of Persons | 第57-61页 |
| ·Political Parties | 第57-58页 |
| ·Economic Copartners | 第58-59页 |
| ·Manufacturer Leader Group | 第59-61页 |
| Chapter 4 Aesthetics of Reception and Trademark Translation | 第61-72页 |
| ·Brief Introduction to Aesthetics of Reception | 第61-64页 |
| ·Original Background and Development | 第61-62页 |
| ·Representatives and Their Thoughts | 第62-63页 |
| ·Significance | 第63-64页 |
| ·Trademark/Brand Name Translation from the Angle of Aesthetics of Reception Theory | 第64-72页 |
| ·Reader as the Centre | 第64-67页 |
| ·Horizons of Expectation | 第67-70页 |
| ·Expectation Obstacle of Culture Connotation | 第68-69页 |
| ·Expectation Obstacle of Religious Faith、 Tradition and Social Custom | 第69-70页 |
| ·Blanks—the Dialogues | 第70-72页 |
| Chapter 5 Conclusion | 第72-77页 |
| ·Overview as a Whole | 第72-74页 |
| ·Conclusion、Limitation and Expectation | 第74-77页 |
| ·Conclusion | 第74-75页 |
| ·Limitation | 第75页 |
| ·Expectation | 第75-77页 |
| Notes | 第77-79页 |
| Bibliography | 第79-82页 |
| Appendix I World Top 200 Brands | 第82-87页 |
