| Chapter1 Introduction | 第1-14页 |
| Chapter 2 Knowledge on Brand Name | 第14-33页 |
| ·Definitions of a Brand Name and Other Related Terms | 第14-15页 |
| ·Brand Name Function | 第15页 |
| ·Characteristics of a Good Brand Name | 第15-20页 |
| ·Formation of Brand Name | 第20-33页 |
| ·Proper Name Brand Names | 第21-24页 |
| ·Common Word Brand Names | 第24-26页 |
| ·Numeral and Profession Brand Names | 第26-27页 |
| ·Coined Word Brand Names | 第27-33页 |
| Chapter 3 Brand Name Translation | 第33-61页 |
| ·Newmark's Translation Theory | 第33-36页 |
| ·.l Vocative Function and Brand Name | 第35-36页 |
| ·The Criterion of Brand Names Translation | 第36-38页 |
| ·Methods and Techniques of Brand Names Translation | 第38-50页 |
| ·Transliteration | 第38-40页 |
| ·Literal Translation | 第40页 |
| ·Free Translation | 第40-42页 |
| ·Mixed Translation | 第42-44页 |
| ·Complementary Translation | 第44-46页 |
| ·Communicative Translation | 第46-50页 |
| ·The Principles of Brand Names Translation | 第50-61页 |
| ·Publicizing Products | 第51-54页 |
| ·Conforming to Consumers' Reception Aesthetic | 第54-61页 |
| Chapter 4 Culture Influence in Brand Names Translation | 第61-82页 |
| ·Cultural Factor | 第61-66页 |
| ·What's Culture | 第61-62页 |
| ·Culture Features | 第62-66页 |
| ·Cultural Meaning in the Brand Names | 第66-73页 |
| ·BNT and Cultural Influencing Factors | 第73-82页 |
| ·Customs and Habits | 第75-78页 |
| ·Psychological Structure | 第78-82页 |
| Chapter 5 Existing Problems and Suggestions | 第82-92页 |
| ·Existing Problems | 第82-86页 |
| ·Translated Brand Name not Conforming to TL Culture | 第82-83页 |
| ·Translating Brand Name Violating the Habitual Use of TL | 第83页 |
| ·Substituting Chinese Phonetic Letters for EBN | 第83-85页 |
| ·Adding Surplus "Brand" after Brand Names | 第85-86页 |
| ·Suggestions | 第86-92页 |
| ·Translating | 第87-88页 |
| ·Renaming the Products by an English Name | 第88-89页 |
| ·Coining Brand Names | 第89-92页 |
| Conclusion | 第92-94页 |
| Work Cited | 第94-97页 |
| 攻读硕士学位期间发表的论文和取得的科研成果 | 第97页 |
