摘要
                                     
随着全球化的扩大和不断深入，树立良好品牌国际形象，抢占市场份额变得日益重要。商标名称的翻译是树立品牌形象的第一步，它是品牌形象的最直接反映者。一个好的商标翻译可以提升美化品牌形象，从而带来巨大的经济利益。相反，一个差的商标翻译会毁坏整个品牌。
本文具体分析了商标翻译如何对品牌形象产生影响，并加之以实例从正面和负面两方面分析，把商标从一种语言转化为另一种语言，并跨越其间的文化障碍，保存其原有的风格，并非易事。因为商标翻译是一种跨文化交际活动受到源语言和目标语言中许多因素的影响。要做好商标的翻译，这需要恰当的原则和翻译理论作指导。接着作者提议要灵活运用和优化商标翻译的基本方法使译文商标在目标市场能再现原文商标的信息，美感和功能。只有译文商标与原文商标在语义，风格，文化，企业形象以及消费者反映等方面相符合，才能进而实现可观的经济效益，并以此在消费者心里树立长远而深厚的品牌形象。 以期在今后的商标翻译中译者可以将这些因素考虑其中，提高翻译效果，提升品牌形像。 

关键词：商标翻译 品牌形象 影响 

ABSTRACT

With the expansion and deepening of globalization, it has been increasingly important to set up a good international brand image and to enlarge the market share. Being the representation of image, trademark translation is the first step in establishing a brand image. A good translation can improve and glorify the brand image, and thus bring enormous economic benefits. Conversely, a poor translation would destroy the brand image.
This article analyzes how the trademark translation impact on brand image, and exemplify the influence from both positive and negative aspects, It is not easy to translate trademarks from one language into another, and overcome the cultural barrier to keep their own features. As trademark translation, an intercultural communication, involves many factors in both source language and target language. Appropriate principle and techniques are needed in translating of trademarks. The author firstly offers basic methods of trademark translation to achieve the perfect unity of sound, form and meaning. Then the author suggests that the basic methods of trademark translation should be flexibly used and optimized to make translated trademarks represent the information, aesthetic sense and functions of the original trademarks in target market. Only when the translated trademarks are consistent with the original trademarks in semantic, style, culture, the corporate image and the consumers’ response, can the considerable economic benefits be achieved and can the brand image be profoundly established in the consumers’ mind. hoping that translators can take these factors into account so to improve the translation effect, enhance brand image.

Key words: Trademark translation, Brand image ,Impact