1. Heterophone type: Heterophone type refers to translating a Chinese trademark name into an English word with the same meaning, but does not require similar pronunciation. For example, if the Phoenix trademark is changed to an English trademark, it will be phenix (myth) (phoenix in Chinese); 2. Sound-meaning type: Sound-meaning trademarks need to have the same pronunciation and interpretation in English and Chinese. For example, mango pie can be pronounced as mangopie. The phonetic-meaning naming method is highly limited and is limited to Some words are available; 3. Transliteration type: The transliteration type refers to translating the pronunciation, but not the meaning. It means that a Chinese word has a similar pronunciation to an English word, but the meaning is different. For example, Youngor's trademark can be translated as YOUNGER.
1. Heterophonic type. Translation between Chinese and English must involve cultural differences, so equivalence in translation is only relative equivalence. For example, the Bai Ling trademark, if translated as whitefeather, means useless things in English, which is unacceptable to British and Americans, so it is best to use the heterophone method for such translation. Another example is the Phoenix trademark, if it is transliterated, Westerners People only know its sound but not its meaning. If we use phenix (the mythical phoenix. Symbolizing resurrection and rebirth), we will naturally closely connect the connotation of the trademark with the phoenix, which symbolizes good luck in Chinese culture.
2. Sound and meaning type. Taking into account both sound and meaning, both form and spirit are present. The naming and translation of such trademarks generally use rhetorical techniques such as pun, alliteration, clipping, homophony, personification, onomatopoeia, and exaggeration, combined with The similarities and similarities between the two different cultural backgrounds in Chinese and English directly express the spirit, quality, characteristics, purpose and other ideas of the company's products, achieving a profound and unique purpose, allowing people to strengthen their understanding of the product through association. . For example: Mango pie can be pronounced as mangopie.
3. Transliteration type. It is to use Chinese characters and letters or a combination of both to name the brand, so that consumers can have a more "foreign" feeling about the product, thereby promoting product sales. For example, the "Youngor" brand uses the transliteration of the English "YOUNGER" as the brand.
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