文档介绍：Inter-cultural Differences on English Trademark’s Naming Methods in Chinese
Ⅰ. Introduction
In order to obtain the international market, almost every essful enterprise concentrates on creating and strengthening its brand's image and product's image. They transform varied enterprises' factors into simple symbols--trademarks. It is said "Name is the game." A good trademark naming is the permanent spiritual wealth for both enterprise and its product. In the inter-cultural transmission, it will lead to customers' repulsion if the trademark's features can not keep consonant with the target markets, and the local marketing will fail latterly. A good and accurate translation of a foreign brand helps a lot in building its image and reputation locally. Take Coca-Cola as an example, when it entered into Chinese market with a name "口渴口蜡", customers imagined it was tasteless and had a repulsion about it. Coca-pany offered a reward to look for a better Chinese name for its product, so came the name"可口可乐", bines unified pronunciation and glorious connotation, the customers certainly have a good impression about it. Another example, American pany is the developed name of New Jersey pany, in order to unify its name and symbol all over America and other countries, they mobilized professors in philology, psychology, sociology and other fields, surveyed about over 55 languages, had interviews with more than 7000 persons, consulted from telephone over 15000 times, thereby created 10000 names puter, and then eliminate through selection till left 8 names. Then the 8 names needed to be searched by about 100 kinds of languages in order to assure avoiding misunderstanding. After costing 1 billion dollars in 6 years, they finally confirmed the trademark “EXXON”, and set up the most expensive renaming case. Obviously, a essful trademark is very important to an enterprise. Since trademarks contain cultural connotation, designers need to keep developing a "cultural awareness", and keep graspi