摘  要

商标是商品质量，规格和特点的标志，作为商品促销的重要部分，和英语专业学生的一个学习课题，品牌翻译将会引起人们的注意。本文将处理商标翻译过程中的一些问题，介绍一些商标翻译的常用的有效的方法，鸟瞰身边周围的商标领域。作者将会指出一些在翻译过程中值得注意的点并总结一些方法。品牌翻译的好坏取决与翻译的文本能否发挥品牌的广告功能。译者应通过研究顾客的审美来制定最佳译本。

关键词：商标；跨文化；翻译方法

Abstract

    Brand name is a symbol of the commodity’s quality, specification and characteristic. As an importance part of the advertisement of a commodity, and a study for the English Majors, Brand names translation will require people’ attentions. This paper will deal with the problems during the brand names translation, and introduces some useful methods in translation.and do some general survey of the brand names’ market. And the author will point out the what should be paid attention to when translating brand names and summarize some methods. The standard of how good the translation is depended on how good the version achieve to show the advertising characteristics. Translators should produce more fitting versions by studying customers’psychology and aesthetic appreciation.

Key words: brand names; cross-culture; translation methods

1  Introduction
   With the development of global economy and China’s entry to WTO, The interchanging of commodities between countries is becoming more frequently. And the international trade competition including big exchange of goods which requires better quality of products is fiercer than before.The import and export of goods give rise to the birth of brand names’ translation. Most country accepted the goods from a foreign country to boost it economy in the same time. Companies, both domestic and abroad, are busy adjusting their brand strategy and market orientation to occupy more international market. So the brand names of commodities can’t be ignored, for they are vital to the promotion in international market.It can build a respect of the commodity, differentiate the products from competitive companies’ products and stimulate the customers to buy it with strong desire. The importance of brand name is outstanding, If a company want to keep powerful in the international markets in 21st century. They should pay attentions to their brand strategy which could determined the future of the company’s development.