Brand names form an essential part of advertising campaigns and an important asset for businesses (Y. H. Lee & Ang, 2003, p. 323). Consumers rely heavily on them to identify goods and services for purchase (Zaichkowsky, 2010, p. 549). Consumers understand a brand via the brand name and the associations it elicits, at least initially (Lerman, 2007, p. 79). Accordingly, the translation of brand names influences how the brands are received in the target context. Introducing brand names from English, a phonographic language, to Chinese, a logographic language, is challenging due to the differences between the two language and culture systems, and a high degree of flexibility can be detected in English-Chinese brand name translation. Exploring English-Chinese brand name translation is of significance because China is probably the largest consumer market in the international business today and Chinese cultural values are basically shared by Asian societies (A. K. K. Chan & Huang, 2001, p. 104). In this sense, a text-based discourse analysis of English-Chinese translation can serve as reference for international businesses that target Chinese or other Asian consumers. Brand names often convey a personality and involve consumers' emotion. Actually, "the ultimate purpose of brand construction is to establish an emotional connection with consumers" (Yu, 2012, pp. 46–47). Arousing consumers' emotion is contributive to deepening their impression of the brand and enhancing the brand image. For this reason, exploring emotional involvement is of value to the practice of brand name translation.

Research background and objective