| Acknowledgements | 第1-5页 |
| Abstract in Chinese | 第5-6页 |
| Abstract in English | 第6-10页 |
| Chapter 1 Introduction | 第10-13页 |
| ·Feasibility of the study | 第10-12页 |
| ·Organization of the thesis | 第12-13页 |
| Chapter 2 The Multidimensionality of Knowledge in Brand | 第13-33页 |
| ·Definitions of brand names | 第13页 |
| ·Characteristics of brand names | 第13-16页 |
| ·Functions of brand names | 第16-18页 |
| ·Identifying function | 第16-17页 |
| ·Informative function | 第17页 |
| ·Quality function | 第17页 |
| ·Advertising function | 第17-18页 |
| ·Linguistic formation of brand names | 第18-25页 |
| ·Proper noun brand names | 第18-21页 |
| ·Common word brand names | 第21-22页 |
| ·Numeral and profession brand names | 第22-23页 |
| ·Coined word brand names | 第23-25页 |
| ·Cultural factors in brand names | 第25-33页 |
| ·The notion of culture | 第25-28页 |
| ·Cultural influencing factors | 第28-30页 |
| ·Cultural reflections in brand names | 第30-33页 |
| Chapter 3 Translation of Brand Names and Cross-cultural Communication | 第33-53页 |
| ·International business and cross-cultural communication | 第33-36页 |
| ·Significance of translation in international branding and marketing | 第34-35页 |
| ·The problems of overcoming heterogeneous cultural barriers | 第35-36页 |
| ·Transfer of cultural connotation in translation | 第36-45页 |
| ·The necessity for the transfer | 第37-39页 |
| ·The classification of the transfer | 第39-45页 |
| ·Factors causing loss of cultural connotation | 第45-49页 |
| ·Lack of equivalent | 第46-47页 |
| ·Cultural differences | 第47-48页 |
| ·Translators'deliberation | 第48页 |
| ·Translators'misreading of the target language | 第48-49页 |
| ·Influences of cultural connotation transfer on translation of brand names | 第49-53页 |
| ·Influences on consumers value tendencies | 第49-50页 |
| ·Influences on consumers psychology | 第50-53页 |
| Chapter 4 Cultural Connotation Transfer in Respect of the Criteria of Brand Names Translation | 第53-61页 |
| ·Eugene A. Nida's equivalent-effect principle | 第53-54页 |
| ·The significance of equivalent-effect principle on guiding the translation of brand names | 第54-59页 |
| ·Functional equivalence and transfer of cultural connotation | 第56-58页 |
| ·Criteria for an ideal translated brand name | 第58-59页 |
| ·Approaches to brand names translation | 第59页 |
| ·Suggestions for translation of brand names | 第59-61页 |
| Chapter 5 Conclusion | 第61-63页 |
| Bibliography | 第63-67页 |
