Abstract：
Trade marks serves as a bridge between the producers and consumers. It is important for commodity economy. Especially in the globalization of economy, a successful translation of a trade mark will bring great benefit to one company and the whole country and will foster a good and healthy image both for the company and the country. It is a kind of immaterial asset. After China’s entering into the WTO, Chinese products affect the global economy enormously. To survive in the fierce competition, the Chinese companies must create successful translation. Secondly, it specifically clarifies three main functions of trade marks: distinguishable, informative and stimulating the consumption. The paper is under the guidance of Nida’s “Functional equivalence” and put forward its specific requirements in terms of trade mark translation. Lastly, there are four main methods to translate Chinese trade marks, namely, are transliteration, literal translation, free translation and combination of transliteration and free translation.

Key Words：trade mark; functional equivalence; problems; methods

摘 要：
商标作为商品生产者与消费者之间的媒介，对商品经济起着十分重要的作用，尤其在现在这样一个全球化经济环境下，一个成功的商标译名会给企业国家带来巨大的经济效益，树立良好的形象，是一种无形的财富。随着中国加入WTO，中国商品在全球经济中的影响力越来越大，想要在世界市场上立足，就必须要创造一个成功的商标译名。其次详细阐明了商标的三个主要功能，识别、告知和促进消费功能。本文以奈达的“功能对等”理论为指导，结合商标翻译分析了该理论的具体要求，并且总结了以往商标翻译中存在的语言文化两方面的问题。最后就商标翻译提出4种常用的方法：音译，直译，意译，音意结合。

关键词：商标；功能对等；存在的问题；翻译方法

1 Introduction
Trade mark serves as a bridge between commodity and consumer, so it is a significant decision to name commodity for the producer. Whether it is successful to name a commodity will directly affect the future of one company. With the globalization of economy, especially after China’s entering the WTO, commodity advertising becomes an important method to compete in the international market, and is also important for the country’s further exploring the international market and developing famous commodity. Moreover, to survive in the fierce competition and to enter the world market, the Chinese companies have to translate the trade marks.