Cannibalism and the Applicablity on Brand Name Translation

Good brand name translation involves knowledge and expertise from many disciplines, such as linguistics, translation studies, marketing, aesthetics, psychology, law, etc. It is really an interdisciplinary practice that requires strenuous research and experience. In addition, the research methodology thereof is also quite problematic. This paper aims at bringing a latest translation theory—cannibalism into brand name translation and test its applicability in brand name translation practice.