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The brand is the product of the development of the commodity economy. Brand' dissertation">Brand a basic role is to enable consumers to a company's products and other enterprises of the same type of products to distinguish. Today, the world economy has entered the era of brand competition, to participate in international competition in addition to the quality of the product, one of only access the brand name in the world is also very important. Brand name in the form of language can be divided into general words and be creative with words. Called general words, is already in the real word, and creation of the words in the real word, the words naming coined. Any language has its own uniqueness and cultural Likewise, the brand name carries specific cultural information. Contrast, is conducive to the brand name of our country to absorb the advantages of the English brand name, it has a worldwide under the brand name of different cultural backgrounds. English and Chinese brand name expression means there are certain things in common, such as: names, mountains and rivers name, the name of a person, or allusions can be used as a brand name. The brand name is relatively brief, in order to pass out as much product information, only some symbolic, Lenovo's practices. However, due to differences in cultural psychology, language structure, characteristics and ways of thinking, Chinese brand names, there are some obvious differences with the English brand name. English vocabulary word formation method is flexible, intentionally or unintentionally, always follow certain principles and law. English brand in Latin, Greek word, often with Shift spelling constitute Name. A trend contemporary Western brand name pronunciation win, focus on pronunciation rather than focus on the meaning, as long as the word loud sound, easy to remember, for the vast number of consumers is considered to be a successful brand name. Most of our brand name is the use of Chinese characters or pinyin, which is suitable for the domestic market, but in foreign countries is not very appropriate. Chinese two-syllable words, our brand name multi-purpose two-syllable form, monosyllabic and three-syllable, four-syllable form. Is in the form of words or phrases, can be divided into the associated formula, partial formal predicate - object, subject-verb and supplementary five forms. Chinese characters are typical ideographic, Chinese consumers have developed a mind-set of the name suggests, the meaning of the brand name is not easy to remember. Even if the foreign brand name translated into Chinese characters meaning, becomes meaningful. For a long time, China's brand name has a natural tendency, in addition to the direct use of place names of origin, as well as to the origin of the monuments in the name. Once some words has become a hot brand name lost its distinctive. Westerners strong sense of individuality and private enterprises, the English brand name multi-employer name, last name. China's traditional culture led to Confucianism, has historically focused on Fureai harmony, stressed \Creator or inventor named after a small number in the brand, and not unrelated to the traditional view. In the current era of brand competition, the choice of the brand name is very important. The general principles of the brand name is: easy to read, easy to remember, inspired by Lenovo, adaptability. A good brand must be \Difficult pronunciation, or phonological nice word, difficult to write or illegible word, the poor meaning of the word, not the United States shaped word, can not be used as a brand name. The strong aesthetic tendencies brand name, a name full of beauty can inspire consumers positive emotions and desire to buy. Selection contains commendatory words, directly or indirectly, to pass the word of the product information and consumers are familiar with the word. The choice of brand name must conform to the cultural characteristics of the target market, including religious beliefs, customs, values, traditions and customs, taboos. Different countries and regions, with different cultural characteristics of products to be sold to a foreign country, to select a suitable brand name is essential. But also give full consideration to the psychological needs of the consumers to buy goods, including differences between men and women, but also the different needs of different age groups. Brand name transliteration, free translation translation method of compensation, as long as they cause the beneficial association of consumers, stimulate their desire to buy, is the successful translation.
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