Abstract:

With the further development of globalization and economic integration, more and more enterprises pay great attention to the broad international market. Trademark is the symbol of enterprise image, and the quality of trademark translation directly affects the operation of an enterprise. So, the translation of a trademark plays a significant role in product sales.
  This paper systematically discusses the features of trademark, the differences between trademark and brand, and emphasizes on the principles and methods of trademark translation. This paper discusses the methods for trademark translation with a large number of examples in order to realize the product’s good image implied in trademark.

Keywords: Trademark; Transliteration; Literal Translation; Free Translation

摘  要:

全球经济一体化趋势日益明显，越来越多的企业把目光纷纷投向广阔的国际市场。商标———作为企业形象的代言者，其翻译质量的好坏直接影响到一个企业的运行。因此，商标的翻译在产品销售中担任着重要的角色。
本论文系统探讨商标的特征、商标与品牌的区别，着重研究商标翻译应遵循的原则以及商标翻译的方法。本论文运用大量的例子，较为系统地论述商标翻译的方法,以便更好的实现商标翻译所需传达的商品形象。

关键词: 商标；音译法；直译法；意译法

1 Introduction
Trademark is a symbol which holds commodity's distinct characteristics and a powerful tool for an enterprise to participate in international competition.
  As an approach to serve the business, trademark plays a significant role in building trademark’s image and developing the market of products. It is obvious that the better the trademark translation is, the better the sales of products is. Hence, the study of trademark translation is of great importance. Researches on the translation of trademarks especially the Chinese translation of English trademarks are gradually becoming heated. It is necessary to study the principles for trademark translation and probe some practical and effective methods to realize the function of trademark translation.
  This paper systematically discusses the features of trademark and the differences between trademark and brand, and emphasizes on the principles and methods of trademark translation. Both E-C and C-E translation of trademark are introduced with many examples in order to realize the good image of products. A good trademark translation brings an enterprise huge wealth, whereas a bad one may let an enterprise to suffer a great loss.