| 摘要 | 第1-6页 |
| Abstract | 第6-10页 |
| Chapter One Introduction | 第10-14页 |
| ·The Research Value of the Study | 第10-11页 |
| ·The Research Objective of the Study | 第11页 |
| ·The Problems of the Previous Studies | 第11-12页 |
| ·The Structure of the Dissertation | 第12-14页 |
| Chapter Two An Overview of Brand Name Study | 第14-23页 |
| ·The Definition of Brand Names | 第15页 |
| ·Functions of Brand Names | 第15-17页 |
| ·Distinguishing One Product from Others | 第15-16页 |
| ·Conveying Information | 第16页 |
| ·Indicating Quality | 第16-17页 |
| ·Promoting Sales | 第17页 |
| ·Principles of Brand Naming | 第17-20页 |
| ·Being Simple and Easy to Transmit | 第17-18页 |
| ·Having Rich Connotations and Arousing Desirable Associations | 第18-19页 |
| ·Being Adaptable | 第19-20页 |
| ·Being Distinctive from Similar Products | 第20页 |
| ·Previous Research on the Study of Brand Names | 第20-23页 |
| ·Studies of Brand Names from the Marketing Perspective | 第20-21页 |
| ·Studies of Brand Names from the Psychological Perspective | 第21页 |
| ·Studies of Brand Names from the Linguistic Perspective | 第21页 |
| ·Studies of Brand Names from the Translation Perspective | 第21-23页 |
| Chapter Three Theoretical Framework: Memetic Theory | 第23-31页 |
| ·The History of Memetic Study | 第23-24页 |
| ·Definition of Meme | 第24-26页 |
| ·Strong Memes and Weak Memes | 第26页 |
| ·Three Qualities of a Successful Meme | 第26-27页 |
| ·Life Circles of Memes | 第27-29页 |
| ·Previous Researches on Memetics | 第29-31页 |
| ·Memetic Studies at Home | 第29-30页 |
| ·Memetics Studies Abroad | 第30-31页 |
| Chapter Four Brand Name Study from the Memetic Perspective | 第31-46页 |
| ·Meme and Language | 第31-33页 |
| ·Language as a Meme | 第32-33页 |
| ·Meme Influencing Language | 第33页 |
| ·The Brand Name Meme | 第33-37页 |
| ·A Brand Name as a Meme | 第34页 |
| ·Selection Criteria for Successful Brand Name Memes | 第34-37页 |
| ·Methods to Create Strong Brand Name Memes | 第37-46页 |
| ·Classification: the Genotype and the Phenotype | 第37-38页 |
| ·Application of Genotype of Memes in Creation of Brand Memes | 第38-42页 |
| ·Application of Phenotype Memes in Creation of Brand Name Memes | 第42-46页 |
| Chapter Five A Memetic Study of the Cultural Properties of Brand Names | 第46-54页 |
| ·The Definition of Culture | 第46-47页 |
| ·Meme, Language and Culture | 第47-49页 |
| ·The Significance of Culture in Brand Naming | 第49-50页 |
| ·The Cultural Properties of Brand Names | 第50-54页 |
| ·Verbal Language | 第51-52页 |
| ·Value and Attitude | 第52页 |
| ·National Custom and Habits | 第52-53页 |
| ·Social and Religious Morals | 第53-54页 |
| Chapter Six Conclusion | 第54-57页 |
| ·Findings and Implications | 第54-55页 |
| ·Limitations | 第55-56页 |
| ·Suggestions for Further Studies | 第56-57页 |
| Bibliography | 第57-61页 |
| Acknowledgements | 第61-62页 |
| 攻读硕士期间发表论文情况 | 第62页 |
