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原创英语毕业论文请咨询QQ253771735-第1页-吉林华桥外国语学院毕业论文用纸Inter-culturalDifferencesonEnglishTrademark’sNamingMethodsinChineseⅠ.IntroductionInordertoobtaintheinternationalmarket,almosteverysuccessfulenterpriseconcentratesoncreatingandstrengtheningitsbrand'simageandproduct'simage.Theytransformvariedenterprises'factorsintosimplesymbols--trademarks.ItissaidNameisthegame.Agoodtrademarknamingisthepermanentspiritualwealthforbothenterpriseanditsproduct.Intheinter-culturaltransmission,itwillleadtocustomers'repulsionifthetrademark'sfeaturescannotkeepconsonantwiththetargetmarkets,andthelocalmarketingwillfaillatterly.Agoodandaccuratetranslationofaforeignbrandhelpsalotinbuildingitsimageandreputationlocally.TakeCoca-Colaasanexample,whenitenteredintoChinesemarketwithaname口渴口蜡,customersimagineditwastastelessandhadarepulsionaboutit.Coca-ColaCompanyofferedarewardtolookforabetterChinesenameforitsproduct,socamethename可口可乐,whichcombinesunifiedpronunciationandgloriousconnotation,thecustomerscertainlyhaveagoodimpressionaboutit.Anotherexample,AmericanEXXONCompanyisthedevelopednameofNewJerseyESSOCompany,inordertounifyitsnameandsymbolalloverAmericaandothercountries,theymobilizedprofessorsinphilology,psychology,sociologyandotherfields,surveyedaboutover55languages,hadinterviewswithmorethan7000persons,consultedfromtelephoneover15000times,therebycreated10000namesthroughcomputer,andtheneliminatethroughselectiontillleft8names.Thenthe8namesneededtobesearchedbyabout100kindsoflanguagesinordertoassureavoidingmisunderstanding.Aftercosting1billiondollarsin6years,theyfinallyconfirmedthetrademark“EXXON”,andsetupthemostexpensiverenamingcase.Obviously,asuccessfultrademarkisveryimportanttoanenterprise.Sincetrademarkscontainculturalconnotation,designersneedtokeepdevelopingaculturalawareness,andkeepgraspingtheculturalenvironmentintargetmarkets,especiallyinelaboratingandplanningmeticulouslyintheinter-culturaltransmission.InthisarticleIwillintroducethetrademark'sdefinitionandvalues;thendescribeinter-culturaldifferencesonbrand'snamingbothinwesterncountriesandinChina;andfinallysuggestEnglishtrademark'snamingmethodsinChinawithagreatdealofexamples.原创英语毕业论文请咨询QQ253771735-第2页-吉林华桥外国语学院毕业论文用纸原创英语毕业论文请咨询QQ253771735Ⅱ.Inter-culturalDifferencesonEnglishTrademark’sNamingMethodsinChinese2.1Trademark'sDefinition,Values,andFunctionsAtrademarkdoesnotprovideinformationinananalyticform,suchasalistofingredientsorindicationofsizeorchemicalcomposition.While,trademarksprovideinformationinasummaryformthroughasymbolwhichtheconsumeridentifieswithaspecificcombinationoffeatures.2.1.1Trademark'sDefinitionDefinitionfromMicrosoft'sEncarta96Encyclopaedia:“Trademarkisadistinctivename,word,symbol,motto,ordesign(andtheircombinations)usedbyamanufacturerorsellerthatlegallyidentifiesacompanyoritsproductsandservices,andsometimespreventsfromusingidenticalorsimilarmarks.Typically,atrademarksayslittledirectlyaboutthecompositionorspecificationofthegood;while,itidentifiesthemakerofthegood.Thebuyerinfersinformationaboutthefeaturesofthegoodbyrememberinghis/herpreviousexperience(s).Similarly,thetrademarkofacompanydoesnotexplicitlyrevealinformationaboutthecompany.Thetrademarkjustidentifiesthecompany;consumershavetorememberwhatthecompanyproduces,thereputationofitsquality,etc.Trademarksareanimportantwaytoconveyinformationtoconsumersinacosteffectivemanner.Choosinganddefendingatrademarkisoftenaveryimportantpartofafirm’smarketingstrategy.”2.1.2Trademark'sValuesTrademarkhasmanyvalues,suchascostvalue,usevalue,butthemostimportantvaluesareeconomicvalue,culturalvalue,creditvalue,andaestheticvalue.HereI’llexplainthesevaluesonebyone.⑴EconomicvalueThetrademarkisasourceofhighprofitforthecompaniespossessingthesemarks.Awell-knowntrademarkofgoodreputationandgoodwillattainsanaddedvalueand原创英语毕业论文请咨询QQ253771735-第3页-吉林华桥外国语学院毕业论文用纸competitiveadvantagefromothermarks,causingitattheendtobeassociatedalwaysinthecustomer'smindwithhighprice.Forexample,Mercedesisalwaysseenasaluxurycarwithahighprice.Thereforethetrademarkachievelargeprofitsfortheownersofthesecompaniesandtheseprofitsandrevenuesareexclusiveandmonopolisticrightsforproprietorsofthesetracks,whichnoonecouldcommitinfragmentsagainstbenefitwithoutpermissionorauthorizationoftheirlegalown.Trademarksfacilitateandenhanceconsumerdecisions,theyalsocreateincentivesforfirmstoproducegoodsofdesirablequalities,evenifthesequalitiesarenotobservablebeforepurchase.Bothoftheseeffectsareconsequencesofthefactthattrademarkspermitconsumerstodistinguishbetweengoodswhichlookidenticalinallfeaturesthatareobservablebeforepurchase.⑵CulturalvalueThepinkcolorofOwens-Corninginsulation,McDonald'sgoldenarches,thewords,symbols,andcolorsembodythegoodwillofthecompaniesandinstitutionstheyrepresentontheuniqueshapeoftheclassicCokebottle.Potentculturalicons,trademarksareassociatedwithquality,security,andevenasenseofbelonginginthemindsofconsumers.⑶CreditvalueThetrademarkofabusinessentitycanbeusedtoattachapositivereputationofhighqualitytomanyproductsthatthisfirmproduces.Thus,therearetypicallyincreasingreturnstoscopeintheuseof