,Brand Name Translation Based on Cultural Frames,冯荣荣 Supervisor: Prof. Wang,Outline,1 Introduction to Brand Names 2 Theoretical Framework about Brand Name Translation 3 Brand Name Translation Based on Cultural Frames,1 Introduction to Brand Names,1.1 Definition of Brand Names1.2 Formation of Brand Names1.3 Characters of Brand Names1.4 Functions of Brand Names1.5 Importance of Translating Brand Names,Top 10 Global Brands,http:/news.xmnext.com.world/shehui/2007html,1.1 Definition of Brand Names,A brand is a distinguishing symbol, mark, logo, word, sentence, or a combination of them, intended to identify the goods or services of one seller and to differentiate them from those of competitors.(Kotler,2003:418) A brand name is part of the brand, which can be a letter, word or groups of words. It is a name given by a producer to a particular product, by which it may be recognized from among products made by other producers.,1.2 Formation of Brand Names,1) Person Name as Brand Name e.g. Boeing(plane)-William Edward BoeingBenz(car) - Mercedes-BenzChanel (dress and perfume)-Gabrielle ChanelNike(sports wear)-Name of the goddess of victory 2) Place Name as Band Name e.g. Vichy(cosmetic)-a city of central FranceAvon(cosmetic)-a river in Shakespeares hometownShangri-La(hotel)-a fictional place in a novel,3) Common Words as Brand Namesuggesting qualities, features or functions of productse.g. Rejoice(shampoo) General MotorSafeguard(soap) Vanish(cleanser4) Coinage Words as Brand Namenew words with systematical combination e.g. Kodak(Camera) Bossini(casual wear)Rolex(watch) Rado(watch),1.3 Characteristics of Brand Names,a. Brevity90%-disyllables or trisyllables in naming and translating b. Noveltyemploying figures of speech, adding humorous element, coining new word. c. Readabilityuncommon characters are not used. e.g.宇碁,d. Distinctiveness and Sonoritydistinguish the goods, e.g. Timex is associated with timee. Elegancemeaning of a brand name, a favorable impression, aethetic enjoyment,1.4 Functions of Brand Names,1) to create identification and brand awarenesse.g. Camel, Companion, Epique, Kent, Marlboro, 红塔山， 阿诗玛， 云烟，中华，大前门 2）to attract customers attention 3）to arouse association in the customers minds. 4) to advertise and promote salese.g. Well-known brand names stand for high qualityand good population such as Sony, Benz, Nike, etc,1.5 Importance of Translating Brand Names,A well translated brand not only reflects brands image and conveys product information, but can adjust to the cognitive frame of the customers in the local market, bringing about unexpected advantagese.g. Coco-Cola 口渴口蜡 可口可乐 芳芳 Fang FangLactogen 勒吐精 Therefore, brand name translation is important for the companies if they are to compete in the global market.,2 Theoretical framework about Brand Name Translation,2.1 Review of Frames 2.2 Review of Culture 2.3 Relations between Culture and Frame 2.4 Cultural Implication of Different Cognitive Frames in Brand Name,2.1 Review of Frames,Frames are specific unified frameworks of knowledge or cohenrent schematization of experience.(Fillmore, 1985)According to Fillmore, the knowledge of any language includes the knowledge of a range of suck frames and knowledge of what particular language is associated with each of these frames.,activate,cognitive frames,associated words,2.2 Review of Culture,Culture is relating to tradition, customs, religions, believes, geographical condition, historical evolution, climates, and so forth.,similarities and differences between Chinese and western culture,same cultural frame similar cultural frame different cultural frame,2.3 Relations between Culture and Frames,Frames are culturally determined. Tennen(1993:9)Frame to a map and reality to territory is a useful metaphor when talking about frame and culture.,territory (map),reality (frame),Map has definite borders, as is frame, culture is frames definite borders.,How does culture and frame interact?,identityvaluescapabilitiesbehaviorsenvironment,frame(internal),context(external),culture,(黄倩,2008),2.4 Cultural Implication of Different Cognitive Frame in Brand Name,2.4.1 Same cultural implication in same cognitive frame2.4.2 Different cultural implication in same cognitive frame2.4.3 Similar cultural implication in different cognitive frame2.4.4 Different cultural implication in different cognitiveFrames,2.4.1 Same cultural implication in same cognitive frame,The equivalent words in Chinese and English activate the same frame and its components in translating brand names.e.g. 飞鸽（bicycle),鸽Frame,2.4.2 Different cultural implication in similar cognitive frame,The cognitive frames the words activate are similarframes, but a little diffferent in cultural implication.e.g. Apple(computer),(English) fruit of tree of knowledge Newton and Apple temptation,holy,magic,