摘要

随着中国经济的发展，越来越多的外国商品竞相进入中国，期望能分得一碗羹。可是，这并不是意见容易的事。很多商品虽然质量上乘，在国外也是享有盛名，生产厂家个个喜上眉梢，可是等他们满怀憧憬，意图侵占中国市场，赚取可观利润的时候，却是遇到了相当大的阻碍。有的外商不仅未赚取分毫，甚至弄得倾家荡产，落魄而归。我认为问题的症结往往在于缺少一个贴切的中文译名。其实，中文译名的威力实在是不容小觑。而怎么样获得一个完美的中文名是值得探讨的。
我们翻译外国商品名的时候，就需要把握三个规则和三种方法。三条规则，即符合中国大众口味、反应商品特征和简单易记。而三种方法为直译、音译和音意结合。本文首先探讨了英语商标翻译的重要性，以及当今中国市场内外来商品商标名翻译的问题，然后详细重点介绍上述三大规则和三种方法。     

关键词：商标名；三条规则；三种方法                                                                             

Abstract

With the rapid development of China’s economy, more and more foreign manufacturers penetrate the Chinese market by all means. They are eager to enjoy a big fame and make a lot of margin. However, if one kind of commodity is lack of one perfect Chinese brand name, it is very difficult for it to become popular in Chinese market. The result of not being accepted by Chinese customers is maybe that the manufacturer will bear a lot of loss and even become bankruptcy. There is no doubt that each foreign producer wants to make much money and share a large portion in Chinese market. Then they must stress a lot on the translation of the brand names of their products.
There are three main principles that should be obeyed and three methods should be maken full use of when we need a good Chinese brand version. The three principles are as follows:1.Catering to the mentality of Chinese customers; 2.Relating the brand name to the features of the product; 3.Simplifying the translation of the foreign brand names. The three methods are literal translation, transliteration and combination of the above two methods.
 
Key Words: Brand name; three rules; three methods

1 Introduction

What brand names to products is what people’s names to people. As the celebrated figure Confucious said, “Name is a symbol of a person.” Branding makes a product distinctive in the market, just as your name makes you unique in the society in which you live(Bao Huinan,2001:124), so translating a foreign name into Chinese should be paid enough attention to.