A Study on the Principles and Strategies of Brand Translation From a Perspective of Functional Equivalence

Abstract

With economic globalization, trades all over the world have become more frequent, commodities have circulated more rapidly, and diversified consumer demands have been also met. The public has come to realize the importance of brand effect in stimulating consumption and exploring market. The promotion of advertisement on the product is beyond the reach of other forms and has been favored by the public. With the continuous emergence of foreign products, advertisements tend to have more diversified forms and plentiful connotations. In this context, it’s especially important to study on the principles and strategies in foreign brand translation. From a perspective of functional equivalence, this article proposes the “Three Aesthetics” principle and association principle in brand translation, has an introduction to the commonly used translation methods, and puts forward examples to further discuss the feasibility to implement foreign brand translation under the guidance of functional equivalence.