suitable brand that can help their companies get through international market smoothly, gain market share and promote enterprise competitiveness. As a result, it is unavoidable to meet different cultures, histories, customs, languages and taboos, which will meet conflict and blend together. Skopostheorie is an approach to translation which was developed in Germany in the late 1970s. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation; 2) to analyze the characters who participate in the process of translation; 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reiss’s mind is the conceptual content; linguistic form and communication function are equal to the source text. However, in practice, he found that a number of equivalence will never come true, and these exceptions are caused by specific translation brief. So, the translation criticism can’t only rely on the analysis of the source text, but consider whether the target text has its intended effect or not. Phase two, Hans. Vermeer broke through the source-oriented equivalence, on the basis of behavioral theory and regarding Skopos

as the first rule in the process of translation, Skopostheorie was created.

2.2.3 Enhance International Competitiveness

Brand with high popularity and good reputation is an important instrument for enterprises, regions, even countries to gain a competitive status in international market. For enterprises, reputation and popularity have impact on the price of similar products and attraction to customers. For regions, the strength of regional economic competitiveness is determined by the development degree of brand economy, the quantity of brand with high popularity and good reputation and the influence of a distinctive brand cluster. For countries, self-brand is an important instrument to occupy the commanding heights of international market and to participate in the competition in overall national strength. Brands are used by market subjects to increase the intangible assets of brands. Enterprise is trying to create the best international well-known brands after sustainable developing combined with capital, knowledge and information. In addition, developing branding management can promote the development of brand economy. There are several ways to expand the market share of products and improving the level of marketization and international competitiveness. 1) carrying out the brand strategy; 2) taking action on several innovations like system, technology, management and culture; 3) increasing the brand’s added value of products. Skopostheorie is an approach to translation which was developed in Germany in the late 1970s. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the

nature of translation; 2) to analyze the characters who participate in the process of translation; 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reiss’s mind is the conceptual content, linguistic form and communication function are equal to the source text. However, in practice, he found that a number of equivalence will never come true, and these exceptions are caused by specific translation brief.

So, the translation criticism can’t only rely on the analysis of the source text, but consider whether the target text has its intended effect or not. Phase two, Hans. Vermeer broke through the source-oriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation, Skopostheorie was created. Skopostheorie is an approach to translation which was developed in Germany in the late 1970s. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation; 2) to analyze the characters who participate in the process of translation; 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one,

Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach.

The ideal translation keeping in Reiss’s mind is the conceptual content; linguistic form and communication function are equal to the source text. However, in practice, he found that a number of equivalence will never come true, and these exceptions are caused by specific translation brief. So, the translation criticism can’t only rely on the analysis of the source text, but consider whether the target text has its intended effect or not. Phase two, Hans. Vermeer broke through the source-oriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation, Skopostheorie was created.

Chapter 3 The Methods and Principles of English Brand Name

Translation

With the globalization of economy, the international trade is becoming a very critical power for promoting the economic development of the whole world. The translation of English brand names becomes more and more important. However, there still exist some problems. On one hand, the method of translation is a pretty complex subject in itself. On the other hand, there are some factors that have a direct influence on the results of the translation. Therefore, during the process of translation, the translation methods