摘　要

商标名称是商标的重要组成部分，是区分于其他产品的一种重要标记，也是企业的一种无形的资产，是消费者认识和了解商品的重要媒介。一个好的商标有利于提高市场竞争力，而一个成功的商标译名则更是在日趋激烈的商品经济中脱颖而出的关键。随着中国改革开放的推进和经济的全球化，大量外国商品涌入国内市场。从而，不可避免的要涉及商品名称的翻译。商标翻译的好坏很大程度上会影响其在中国的销售和发展。由于中西方的审美观，价值观，消费心理的不同，商标所蕴含文化含义也大有不同。本文针对英汉商标翻译中的文化问题进行研究，总结了英汉商标翻译的一些原则和策略，提出翻译中的文化植入现象，并通过生活中的实际案例加以比较和阐述。

关键词：商标名称；商标翻译；文化植入

Abstract

Brand name is a vital component of a brand, which can differ the producers or proprietors' products. It is also an intangible asset for a corporation as well as the significant media of the consumers. A good brand name is of benefit to improve the market competition and a good brand name translation is the key to outstanding its products in the fierce situation of the commodity economy. With the Chinese policy of reform and opening and the economic globalization, a plenty of products have begun to enter the Chinese market and the brand name translation has become quite essential. However, because of the cultural differences between the West and the East, Chinese and English brand names have lots of varieties in the aesthetic value, value tendencies and traditional customs, the connotation of the brand names are not the same. This paper aims to elaborate the differences between Chinese and English brand name and the translation issues, the cultural confliction in the translation from English to Chinese, the definition of the cultural implantation as well as the application skill of the cultural implantation.

Key words: brand name; brand name translation; cultural implantation 

1 Introduction
    Brand name consists of word, graph and combined image with word and picture, which is a remarkable sign which can differ the producers or proprietors' products. It carries not only the information of the commodity but also the value, and its function is to shape the product and enterprises' image which can attract and guide the customers and eventually get the result of marketing the commodity. Brand name is a vital component of a brand, which can differ the producers or proprietors' products. It is also an intangible asset for a corporation as well as the significant media of the consumers.