| Declaration | 第1-5页 |
| Abstract | 第5-7页 |
| Acknowl edgement | 第7-10页 |
| Chapter One Introduction | 第10-16页 |
| 1．1 The global context of brand development | 第10-11页 |
| 1．2 Research motivation | 第11-13页 |
| 1．3 Issues to be addressed | 第13-15页 |
| 1．4 The organization of the study | 第15-16页 |
| Chapter Two Theories and Practice in Retrospect | 第16-30页 |
| 2．1 Understanding language, culture and translation | 第16-18页 |
| 2．2 Translation equivalence | 第18-21页 |
| 2．3 About brand name and brand name translation | 第21-26页 |
| 2．3．1 Definitions of brand and brand name | 第21-23页 |
| ．2．3．2 Evolution of branding | 第23-24页 |
| 2．3．3 Methods of translating brand names | 第24-26页 |
| 2．4 Studies of brand name translation in China | 第26-30页 |
| Chapter Three Description of the Theoretical Framework | 第30-42页 |
| 3．1 Introduction | 第30页 |
| 3．2 The general picture of the adaptation approach | 第30-34页 |
| 3．3 Brand Name translation as realization of adaptation | 第34-41页 |
| 3．3．1 Construction of the adaptation model of brand name translation | 第34-36页 |
| 3．3．2 Articulation of the adaptation model of brand translation | 第36-41页 |
| ·Summary | 第41-42页 |
| Chapter Four Brand Name Translation:a Brand Renaming Process | 第42-78页 |
| 4．1 Linguistic adaptation in brand name Translation | 第43-63页 |
| 4．1．1 Introduction | 第43页 |
| 4．1．2 Choices of codes and styles | 第43-48页 |
| 4．1．2．1 User-oriented codes and styles | 第43-47页 |
| 4．1．2．2 Product-oriented codes and styles | 第47-48页 |
| 4．1．3 Consideration of sound structure | 第48-52页 |
| 4．1．4 Diction | 第52-62页 |
| 4．1．4．1 Formation of brand names | 第52-56页 |
| 4．1．4．2 Lexical meaning | 第56-58页 |
| 4．1．4．3 Relevance in brand name translation | 第58-62页 |
| 4．1．5 Summary | 第62-63页 |
| 4．2 Extra-linguistic adaptation in brand name translation | 第63-78页 |
| 4．2．1 Introduction | 第63-64页 |
| 4．2．2 Adaptation to the psychological motivation | 第64-68页 |
| 4．2．3 Adaptation to the sociological motivation | 第68-75页 |
| 4．2．3．1 The adaptability of social settings or institutions | 第68-70页 |
| 4．2．3．2 The adaptability of culture | 第70-75页 |
| 4．2．4 Adaptation to the Physical reality | 第75-77页 |
| 4．2．5 Summary | 第77-78页 |
| Chapter 5 More discussion of brand name translation | 第78-82页 |
| Chapter 6 Conclusion | 第82-88页 |
| 6．1 Research findings and implications | 第83-86页 |
| 6．2 Limitations and suggestions for further research | 第86-88页 |
| References | 第88-92页 |
