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Whether good goods can sell well all over the world depends on not only the quality of the goods, but also the product image. Brands are like the faces of the products. Brand is the direct "mouthpiece" of this image, and also the best tool to publicize the company and products. It is the guide for customers shopping. When the consumers read a brand in a store or a public place, they can easily and quickly judge what kind of product or service the brand is related to. Brands help the consumers to be aware of the differences between a certain product and other products or a service and other services of the same kind. Brands can reflect the traits of products or services. Most brands, no matter pictorial or word brands, provide information concerning products or services, such as the place of production, the material used for the product, the function of the products, the name of the producer etc. For example, “Coca-Cola” is based on the product’s original constituents extracted from “cola” leaves and from the “cola” nut.来~自^751论+文.网www.751com.cn/
The translations of the brand and enterprise revenue are closely linked. An accurate and successful translation of brand can make great benefit to products to sell abroad successfully and bring more fortune to the company.
2 Translation and Communication
Products and goods are a kind of cross-culture communication. The translation of the brand is not simply machined translating from one language to the other language. The only target of this kind of translation is to attract consumers and make them interested in your products, then make great profits. Thus it can be seen that the whether the advertising or the brand can achieve the goal which is to make profits through selling the goods in other countries depends on the translation of advertising and brand that whether can be accepted and understood by local customers. Because of the differences of the culture around the countries, one successful brand advertising in one country may be failed in another country. If you translate the brand in the same way without any change of image or something, there is a great possibility that you can’t achieve the goal you want to get, even worse.
It shows that the cultural persity has significant impact in the translation of brand. Cultural differences are significant and should weigh heavily in a firm's international advertising decisions in order to insure a constant cultural empathy with the firm's various foreign markets（Barbara，2009:623-636). and learn this persity is important to translation. Cultural persity cause different world value and different aesthetic standard which bring about different comprehend of advertising (Li Shijun, 2007:77-82). The brand with the exotic unique cultural characteristic must decode the culture when exported to another country. The translation must do in Rome as Rome does. Then the goods would be taken by natives. Therefore religious faith, national traditions and customs must be considered in brand translation.