摘　要

随着世界经济的迅速发展，跨文化之间的经济交流越来越频繁，这种大融合要求在商标翻译时充分考虑到各种文化之间的差异。
商标翻译本是一项不简单的任务，如何在这纷繁复杂的文化中进行正确的商标翻译，更是引起了多数企业家的注意。商标翻译与文化差异之间的关系，不能简单从一个角度就能说明，要综合考虑各个方面才能理解。针对这个问题，本文主要就商标的作用，影响商标翻译的因素以及相关商标翻译时采用的策略出发，帮助人们更好的进行商标翻译，达到更好的翻译效果。商标的作用体现在经济、文化及信息等方面。影响商标翻译的因素有很多，主要有思想方式，社会价值观以及民族心理素质的不同。通过这些内容的理解，从而提出相对的翻译策略，来更好的翻译。

关键词：商标翻译；文化差异；翻译效果

Abstract

With the rapid development of international economy, international cultural communication is becoming more and more frequently. Brand name is an important sign for a product, and is a piece of invisible wealth to an enterprise. Combination between international economy and culture requires translators should consider the great differences among different countries when having brand translation.
 Brand name translation itself isn’t a simple task, how to use correct methods to translate brand name among complicated cultures occurs the attention of most entrepreneurs. When people study the relation between brand name translation and culture differences, the first thing people should notice is to consider every kind of aspect, then can understand the topic better. To this question, this paper from the view of functions of brand names, the aspects which influence brand name translation and relative translation strategies to study. Through these parts, this paper can help people make good translation and achieve good effect of translation. The functions of brand names are mainly reflected on economy, culture, and information elements. And the factors influence brand name translation mainly are differences from thinking-pattern, social value and national psychology. When people understand these aspects, they can put forward relevant and reasonable strategies of translation and make good brand name translation.

Key words: brand name; culture differences; effectiveness of translation
 
1 Introduction
1.1 The background of the study
 Brand name is a symbol of products, and it is a result under fast developed economy. It is a distinct sign which producers use it to distinguish their goods from other products. It is a concentration of commodity characteristics and the key part in economic cultures. At international market, brand always is defined as a simple company name which often ignored by entrepreneurs and consumers.