Abstract: With the high development of commodity economy and widespread of international brands, the translation of clothing brands becomes increasingly important and influential in the economic life. A successful brand can play a noticeable role in developing the international market and creating the enterprise wealth. When entering into overseas marketplace, it requires localization of clothing brand names. As stated in the title, this paper aims to analyze translation and localization of clothing brands. It proceeds with a brief introduction of brand translation’s important role in international business in the first part. Then this paper mainly deals with translation principles and methods of clothing brands with typical examples. In order to highlight the significance of localization in clothing brand translation, it will propose some cautions when translating between bilingual languages. In the final part, on the basis of the analysis, this paper naturally draws a conclusion concerning localization in the translation of clothing brands.
Key words: clothing brand; translation methods and principles; localization
摘要：随着商品经济的高速发展和国际贸易的频繁往来，作为商品标志的品牌的命名与翻译也就变得越来越重要和富于影响力。一个成功的品牌译名对开拓国际市场、创造企业财富起着不可忽视的作用。本文将从服装品牌的翻译入手，总结归纳了一些英文商标汉译的策略,收集了一些典型商标,经过系统的分析,借鉴并吸收了一些翻译方法,本文还针对不同策略的商标翻译提出了需要注意的事项，从而突出其本土化的特点及影响。
关键词：服装品牌; 翻译原则与方法; 本土化
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