本文从修辞学的话语、适应和情境三个维度探讨跨国传播中品牌名称再命名的方法，分析了品牌名称再命名的方法、语义和内涵的修辞调整、品牌形象的本土化与国际化问题。本文选择Interbrand公司发布的2012世界最具价值品牌100强的品牌名称，研究发现再命名的名称在语音尽可能与原名称相近的基础上，涵义比发音更重要；语言影响之外，对再命名最重要的影响因素为：市场国影响、象征性、好寓意，翻译给予国际品牌的不仅是个中文名称，还是一个独特的本土形象；另外，国际品牌和本土化形象是个矛盾统一体，再命名可以是对品牌价值增值的过程，在原有品牌资产的基础上开拓新市场、打造新的国际本土化形象。最后为中国品牌进入国际市场的再命名修辞提供建议。

This article explores renaming brands in international communication from the perspective of rhetoric along three dimensions: discourse, competence and context. It chose the world's top 100 brand names released by Interbrand, aiming to analyze their rhetorical strategy by renaming methods, semantic representation of brand connotation, and the balance of localized or internationalized rhetoric content of brand image. Main findings are: in choosing a new name the meaning is given more emphasis than its sound. Besides linguistic issues, the three most important factors affecting renaming are targeting market influence, symbolic and good meaning. Renaming can be a value-added process to recast the brand in the new market and create a unique global-local image.