Linguistic features and extralinguistic factors in the translation of foreign brands into Chinese

The article is devoted to the consideration of general and culturally determined distinctive features of the translation foreign brand names into Chinese. The ways of adaptation in the Chinese market are inevitably associated not only with the problems of the correlation of linguistic features, but also with the problems of the correlation of cultural features, which is of constant interest from the study of the specifics of intercultural communication. The object of our study is the peculiarities of the translation of the names of foreign brands operating in the Chinese consumer market. The subject of the study is the linguistic and extralinguistic features of the translation of foreign brand names into Chinese. The main purpose of the study is to identify common and culturally determined features of the translation of foreign brands into Chinese based on a comparative analysis of selected lexical units.