A Review of Foreign Publicity Translation Research on Chinese Brand Names in the Past Decade

With the high-quality development of “One Belt, One Road” in China, the trade activities of countries along the route have been deepened. In this context, many domestic enterprises choose to “go global”, and qualified brand translations play an extremely important role in developing overseas markets. At present, the naming of brand name has received wide attention, but the research on the foreign translation of the brand name has not been paid enough attention. Taking 145 articles about brand foreign publicity translation published on China Knowledge Network in the past ten years from 2013 to 2022 as the statistical source, the author makes statistical analysis on the research situation, research focus, research difficulties of brand name translation, and put forward suggestions such as increasing the collation and summarization of source language text, increasing quantitative research, serving the development of “brand” which provide some theoretical reference for foreign publicity translation of domestic brand.