A Report On The E-C Translation Of International Brand Strategy:A Guide To Achieving Global Brand Growth (Chapter1-2)

With the march of globalization,economic and trade cooperation among countries has become increasingly close.In order to seek a larger market and higher profits,enterprises will choose global expansion,that is,to enter the foreign market and engage in production,sales and service activities in other countries.However,considering huge differences between domestic and foreign market environments,it is necessary for the enterprises to adopt right international brand strategies to achieve brand growth rapidly.International Brand Strategy: A Guide to Achieving Global Brand Growth is a typical informative text designed to convey the knowledge of international brand strategy and marketing based on the author’s first-hand experiences working in different international marketing departments in different countries.The translator chooses Chapter 1 and Chapter 2 as the source text for translation and seeks appropriate translation methods by reflecting on the difficulties in the practice.The difficulties of this translation practice are mainly reflected at the lexical level and syntactic level.Therefore,the report focuses on the translation of words and sentences.Under the guidance of the functional equivalence theory,the translator adopts corresponding translation methods,combined with specific cases,to explain the solutions to the problems.Specifically,to achieve the goal of lexical equivalence,the translator adopts the following translation methods: conversion of parts of speech,proper choice of lexical meaning,addition and omission.In order to realize the aim of syntactic equivalence,sequencing,splitting and recasting are used in the translation.By translating this book,the translator reflects on the problems in the translation and solves them under the guidance of the theory,which may provide some references for the future translation practice in this field.