Brand name translation is a second brand card, translation has a direct impact on the enterprise product reputation around the world。 After China’s reform and opening up to the outside world, the economy develops rapidly and China has also entered the WTO。 Numerous Chinese products have been sold to the world market。 In order to establish a successful international brand, an excellent brand name and a good translation should be taken as the first and foremost matter because a well translated brand name contributes to reputation of a company and its products。 How to build a global brand name and form a good brand image in the international market has become a key question for a company to answer。 Many enterprises name their products after paying special attention to the translation of foreign products that are being sold。 Brand translation may has a certain degree of difficulty due to the cultural differences。 Therefore, not all brands have good brand name translation。 To explore the successful translation of brand,on the back,this is metaphor。 In order to adapt to consumers’ psychology, companies often put metaphorical ideas into account。

     This paper will explore the translation of brand names by analyzing a number of translation cases, as far as possible to restore the source language semantics and cultural experience with the help of metaphor and try to find out some methods to improve translation quality with the guidance of metaphor。

2。 Literature Review

     In this part, we have to pide it into two small parts: previous studies on brand name translation and previous studies on metaphor。

2。1 Previous studies on brand name translation

     Although brand name translation exerts a significant impact on the international brand image of a company, it was not taken seriously in China until around 1994, when important research began to be done in this field。 Concerning brand name translation, 20 essays have published in past 15 years in the three leading translation journals in China-----China Translation Journal, Chinese Science and Technology Translation’s Journal, Shanghai Translation’s Journal。 As a starting point, the previous research have contributed greatly to the study of brand name translation in China, they are still far from being satisfying and perfect for the current situation of Chinese development。文献综述

     Quite a few of the previous researches, accounting for 47%of the total, have been devoted to the principle and methods of brand name translation。 Nearly all the studies in this category, such as studies done by scholars like Lou Chenzhao, Cheng Quanming, Wei Caixia and Chen Zhendong focused on elaborating the translation strategies, and the principles and skills, are the same to a more or less extent。 As far as translation principle are concerned, Li Guisheng puts forward three dimensions of faithfulness, namely, faithfulness to pronunciation, faithfulness to meaning and faithfulness to marketing strategies。 Besides the above mentioned studies, Liu Fagong contends brand name translation is a complicated work demanding a comprehensive capability of translators such as creativity, sensitivity, as well as imagination。 Guo Shangxing points out problems existing in the present of brand name translation through illustrating examples of poor translation。 来,自,优.尔:论;文*网www.youerw.com +QQ752018766-

     In terms of theoretical application to brand name translation, the essay written by Bernd H。 Schmitt and Shi Zhang Creating Local Brands in Multilingual International Market can be applied to guarantee pragmatic equivalence both in desirable meanings and in associative meanings of brand names。 They conceptualize the local brand name creation process in a multilingual international market and present a framework that incorporate a linguistic analysis of three translation methods。