As is known to all, the brand name is the soul of product. It reflects the most

important information such as quality, character, function and performance and so on

to consumers with the most direct and simplest means and cause some certain image

of the commodity to the buyers. Usually a good brand name can bring great benefit to

the company because of its brand effect. So does the automobile brand name.

1.1 A Simple Introduction of Brand

A brand is a name, a term, a word, a symbol, a design, or a combination of them. It

aims to identify products or services of a particular seller or a group of sellers and to

make a distinction between sellers and their competitors with their goods and

services(倪宁，2004). In general, brand not only is unique and specific, but also has

the feature of association, arbitrary and other characteristics which also determine the

specificity of brand translation: it is different from the literature translation, as it

should be the most accurate and concise way to convey the goods' basic information;

it is also different from a simple science and technology translation, because it has to

consider the aesthetic psychology of consumers and the culture in the target place

where goods are sold( 贺川生 , 2002 ). As the external image of commodity and

corporate, brand passes the information of goods to the consumer. In fact, every brand

name is the crystal of wisdom of commodity producers, because it contains a large

amount of background information in a simple form, for example, product

performance, corporate culture and social culture can also reflect the consumer

culture. So the translation of brand is not merely the simple conversion of language,

but also a combination of various factors. Brand name should reflect the language and

cultural implication of the source language and give full consideration to the

concerned information of the target language.

Brand name itself represents a strategically important issue and may determine the

success or failure of a product. Along with the globalization of world economy,

especially with China’s entry into the World Trade Organization, more and more

people have realized the importance of goods brand names and international brand

names in promoting sales and cultivating.