摘要：

随着全球经济一体化，商品之间的竞争不仅是产品质量的竞争，服务的竞争，更是企业和品牌形象的竞争，而商标翻译的好坏与品牌形象则有着不可分割的密切联系。本文从产品在消费者市场中所建立的品牌出发，在已有的商标翻译方法基础上，对企业商标翻译现状及消费者的品牌喜好选择进行了分析，总结了商标翻译在建立品牌方面的经验与不足，并提出对商标翻译的几点建议，希望对提升品牌形象有大的帮助。

关键词：商标翻译，品牌形象，方法，原则

Abstract：

With the obvious trend of economic globalization，the competition between products does not just focus on quality or service, it would be a war between enterprise and its brand image. While whether the product has a good brand image is related to the quality of its translation. Base on existing methods of trademark translation, and the brand image in the market, this paper makes an analysis about the current trademark translation, then the experience and problems of existing trademark translation are concluded. At last, the author gives some suggestions on trademark translation, hoping it will be helpful for brand promotion.

Key words: trademark translation; brand image; methods; principle

1. Introduction
With the growing frequency of international trade today, trademark, as a symbol of commodity, plays an extremely important role in the propaganda and marketing for commodity. The trademark is a product’s carrier, an enterprise image and an important invisible property in the development of transnational enterprises. It is also the essential part for brand promotion. With the coming of economic globalization, trademark translation which serves as a medium to promote the expansion of international trade and brand image.
Brand, which is different from trademark, is something more meaningful connecting commodity with consumers. Brand power refers to the relative strength of a company’s brand in the minds of consumers, and can influence consumers’ choice of products. Brand image refers to the ways in which the consumer cognize the company and the brand, because every customer has a different perception about the brand. Translating a trademark when the product is entering a new market is not simply about translation. It should have the same effect on brand image with the original trademark.
The study on translation of trademark has already started since the last century, which covers a range of the theories of description, emotional appeal, aesthetic elements, moral values and results in a theoretical system concerning the principle as well as the approaches of trademarks translating. A well translated trademark will help attract customers’ attention and inspire them to purchase, and then turns on a good brand image.