The Naming and Translation of Chinese and English Trademarks
3.2Principles of trademark naming. 9
3.2.1 Embody the attributes of goods. 9
3.2.2 Easy for good associations. 9
3.2.3 Simple and easily-memorized. 10
4.1 The necessity of trademark translation. 13
4.2 Problems in translating Chinese and English trademarks. 14
4.2.1 Translation tendency based on its Chinese Pinyin of trademarks. 14
4.2.2 The translation ignoring the different cultural backgrounds. 15
4.2.3 The problems about English translation of longer Chinese trademark names. 17
4.3 The methods of trademark translation. 18
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