摘要

商标代表着公司和产品的品牌形象，在经济全球化的时代扮演者重要的角色。 在国际市场中，为了提高产品的在本地市场的市场占有率，我们必须依据不同的目标市场对商标相应的进行翻译。因此，商标翻译的本土化对于企业成功将其产品推向国外市场的重要性是不言而喻的。近几年来，越来越多的专家、学者从不同的角度对商标的特点，翻译方法进行研究和探索。然而， 仍存在一些局限性因为只有少数人关注商标翻译的本土化。本文基于功能对等的翻译理论，对商标翻译的本土化进行研究。

关键词：商标翻译, 本土化, 功能对等

Abstract

A trademark, representing the brand image of a product or company, plays a significant role in the age of economic globalization.  In the international market, it is unavoidable that we should translate trademarks according to different target markets in order to improve market share in the local market. Therefore, the importance of localization of trademark translation to the success of companies’ products in a foreign market is self-evident. In recent years, there have been an increasing number of scholars and experts studying and exploring the characteristic of trademarks, and methods of trademark translation from different perspectives. However, there still remain some limitations because few of them lay emphasis on the localization of trademark translation. This thesis emphasizes the importance of localization of trademarks on the basis of Functional Equivalence theory.

Key words:  trademark translation，localization, functional equivalence

1. Introduction
With the rapid development of economic globalization, the growing exchange of various products has become an important part of international economy. Although world market competition mainly lies in the high quality of products, trademark, as the face of the product, apparently plays a vital role in building a good image and promoting sales. Since China has entered WTO and the economic globalization keeps stepping forward, Chinese products or enterprises are confronted with more powerful international competition and more opportunities than ever. On the one hand, more and more foreign products pour into China markets; on the other hand, Chinese products are more likely to penetrate into world markets. Therefore, it is of no doubt that the translation of trademarks is of considerable importance. Moreover, whether the translation of a trademark is good or bad may contribute to the gain or loss of millions dollars in sales.