摘要

全球经济一体化的今天，行业间的商业竞争日趋激烈，在这样的环境下，商标之于产品和企业的作用就更不可忽略。产品的商标恰如人的名字，赏心悦目的商标名让人过目难忘，能够促进产品的销售，而不恰当的商标名将给产品甚至其企业带来厄运。随着国际经济的发展，越来越多的企业走出国门进军世界市场。为了成功地让产品在国际市场上夺得一席之地，好的译名商标必不可少。
鉴于此，本文结合商标的特点以及中英语言文化等方面的差异提出了适用于商标翻译的策略: 音译、直译、音译直译和意译策略，同时结合大量品牌翻译实例加以论证。相信本研究对于商标译员和企业都将起到一定的指导性作用。

关键词：商标；中英语言文化；商标翻译策略

Abstract

  As one of the best strategies of marketing, brand name is of vital importance in the keen competition of businesses in the global economy. Brand name to product is like name to people. A good brand name contributes to the good reputation of a company and can help to propel sales of products while a poor brand name could be disastrous to a company. With the fast development of the international economy, more and more companies are cultivating their markets outside their own nations. To successfully promote products in the global market, a good translation of the brand name is of utmost importance.
Based on the characteristics of brand names and linguistic and cultural differences between Chinese and English, the thesis puts forward brand name translation strategies: transliteration, literal translation, combination of transliteration and literal translation and liberal or free translation, which is illustrated with numerous concrete examples. It is hoped that the present study can play facilitating roles for brand name translators and enterprises as well.

Key words: brand name; linguistic and cultural differences; brand name translation strategies 

1 Introduction
1.1 Research Background

  In a world of rapid economic development, commercial exchange takes an even more important role than before. China, in such a developing condition is strengthening its communication with the outside world in terms of commercials. On the one hand, China, together with all the top brands it boasts is going global, on the other hand, the rest of the world is stepping into China, looking for chances to introduce and sell their top brands in the large potential market. A popular brand name is a must for the products promotion work, and it is also of vital importance to make sure that a good brand name maintains as a popular one when it is introduced to a new market. And this is the arduous task that a translator shoulders.