摘　要

商标是一种特殊的语言符号，是商品显著特征的浓缩，是商品文化的核心部分。商标是生产者和经营者为了区别他人的商品和商标,因而使用在商品及其包装上的文字、图形、字母、数字等来区分。商标是招揽顾客的标识。商标翻译符合符号学的标准，是两种文化的移植。好的商标翻译可以给企业带来巨大的财富；反之，糟糕的商标翻译可以让企业损失惨重，所以企业的生死存亡与商标翻译息息相关。商标翻译能够拓宽语言学研究空间，丰富语言学的内涵，促进语言研究与实际应用的有机结合。经济全球化的同时，商标竞争也越发激烈了。适当的翻译商标，为产品迅速占领国外市场起着不可估量的作用。由于商标的独特性，在商标翻译中要考虑消费者的文化传统、消费心理、价值观念，遵循信息等值、文化等值、审美价值等值和商业价值等值的原则，灵活采用意译、译音、效果等策略。

关键词：商标翻译；策略；作用

Abstract

Trademark is a special kind of language sign. It is the concentration of commodities distinct characteristics. And at the same time, it is the core of commodities culture. And the powerful weapon for an enterprise to participate for an enterprise to participate in international competition. Trademark is distinguished from goods and trademarks for producer and manager. So they use the picture, character, words, figure division from the using of goods and its producers. Trademark is attracting customers from use the sign. Trademark translation is meeting the standard of its semiotics. On the contrary, had trademark translation will bring huge for the enterprise. So the enterprise wants to survival well, they should be good translation of trademark. Trademark translation can broaden the research in linguistics, rich connotation to linguistics, promoting the research in the linguistics with the practical application. With the economic globalization, the trademark translation becomes more and more intense. The suitable trademark translation takes the important position to the products, so that they can occupy the foreign market. Due to the unique translation, during the trademark translation we should consider something. Like the culture translation, consumption psychology, value idea, equivalent culture, aesthetic value and the business equivalent. Take the strategies such as free translation and transliteration.

Key words:  trademark translation; strategy; role

1 Introduction
Trademark, which is commonly known as brand，is a special kind of commodity signs, the core of commodities’ culture, and the powerful weapon for an enterprise to participate in international competitions. It is not only a logo, also a lure, the final goal of which is to attract customers and sell commodities. So the translation of trademark names is not only the transition of two language signs, but also the transitions of two cultures. The trademark this paper refers to the trademark words, or brand names.