| Acknowledgements | 第1-7页 |
| Abstract in English | 第7-9页 |
| 中文摘要 | 第9-10页 |
| Tables and Figures | 第10-11页 |
| Chapter 1 Introduction | 第11-15页 |
| ·Research Background | 第11-13页 |
| ·Research Significance | 第13页 |
| ·Thesis Structure | 第13-15页 |
| Chapter 2 Literature Review | 第15-25页 |
| ·Brand Names | 第15-18页 |
| ·The Definition of Brand Names | 第15-16页 |
| ·Pragmatic Functions of Brand Names | 第16-17页 |
| ·Characteristics of Brand Names | 第17-18页 |
| ·Previous Study of Brand Name Translation at Home and Abroad | 第18-20页 |
| ·Previous Study of Brand Name Translation Abroad | 第18-19页 |
| ·Previous Study of Brand Name Translation at Home | 第19-20页 |
| ·Previous Study of Pragmatic Equivalence at Home and Abroad | 第20-24页 |
| ·Previous Study of Pragmatic Equivalence Abroad | 第21-23页 |
| ·Previous Study of Pragmatic Equivalence at Home | 第23-24页 |
| ·Summary | 第24-25页 |
| Chapter 3 Theoretical Framework | 第25-33页 |
| ·The Definition of Pragmatic Equivalence | 第25页 |
| ·The Essence of Pragmatic Equivalence | 第25-28页 |
| ·Coherence | 第26-27页 |
| ·Implicature | 第27-28页 |
| ·Ways to Work out the Implicature | 第28-30页 |
| ·Identifying Conventional Meanings | 第28页 |
| ·Accessing Background Knowledge | 第28-29页 |
| ·Matching the Context | 第29-30页 |
| ·Feasibility of Applying Pragmatic Equivalence Theory into Brand Name Translation | 第30-31页 |
| ·Summary | 第31-33页 |
| Chapter 4 A Survey of English Translation of Chinese Brand Names | 第33-52页 |
| ·Source of Chinese Brand Name Translations | 第33-34页 |
| ·Classification of Chinese Brand Name Translations | 第34-50页 |
| ·Pinyin Translations | 第34-37页 |
| ·Liberal Translations | 第37-41页 |
| ·Transliteration Words | 第41-43页 |
| ·Homophones | 第43-45页 |
| ·Combined Translations | 第45-46页 |
| ·Corresponding English Words | 第46-47页 |
| ·Renamed Words | 第47-48页 |
| ·Coinage Translations | 第48-50页 |
| ·Summary | 第50-52页 |
| Chapter 5 Result Analysis and Discussions | 第52-81页 |
| ·A Comparison of Favorable and Unfavorable Cases | 第52-60页 |
| ·Result Analysis | 第60-70页 |
| ·Pragmatic Failure in Brand Name Translation | 第60-66页 |
| ·Improper Transference of Pragmatic Rules | 第60-61页 |
| ·Improper Conveyance of the Implicature | 第61-63页 |
| ·Disagreement to TL-R’s Mentality | 第63页 |
| ·Non-compliance with Product Features | 第63-64页 |
| ·Improper Employment of Translation Methods | 第64-66页 |
| ·Pragmatic Equivalence in Brand Name Translation | 第66-70页 |
| ·Proper Transference of Pragmatic Rules | 第66-67页 |
| ·Proper Conveyance of the Implicature | 第67-68页 |
| ·Agreement to TL-R’s Mentality | 第68-69页 |
| ·Compliance with Product Features | 第69页 |
| ·Proper Employment of Translation Methods | 第69-70页 |
| ·Discussions | 第70-80页 |
| ·Implicature-oriented Translation | 第70-72页 |
| ·Influencing Factors | 第72-76页 |
| ·Language Factor | 第72-73页 |
| ·Culture Factor | 第73-76页 |
| ·Translation Methods | 第76-80页 |
| ·Addition of Information | 第76-77页 |
| ·Deletion of Information | 第77-78页 |
| ·Paraphrase | 第78页 |
| ·Creative Adaption | 第78-80页 |
| ·Summary | 第80-81页 |
| Chapter 6 Conclusion | 第81-84页 |
| ·Major Findings and Inspirations | 第81-82页 |
| ·Limitations and Suggestions | 第82-84页 |
| Bibliography | 第84-88页 |
| APPENDIX | 第88-91页 |
| Publications during the Postgraduate Program | 第91页 |
