摘要

商标，作为品牌识别系统中最重要符号，是品牌形象传播中最核心的部分，以吸引顾客及促进产品销售为目的。随着国际经济文化交流的频繁，商标翻译在竞争激烈的市场变得越来越重要。因此在翻译商标名时，译者须遵循一定的原则，谨慎地选择方法。本文通过详细介绍商标名称的特点及功能，结合翻译应遵循的简洁性、适当性、功能对等性原则及音译、意译、音译结合、直译的方法为译者在翻译时提供参考意见。此外,一些影响品牌名称翻译的因素也在本文中一一列出。

关键词：商标名；翻译；原则；方法

Abstract

Brand name, as the most important symbol in brand recognition system, is the core content in the brand image transmission, aims to attract customers and promote sales of commodities. With the frequent exchanges of international economy and culture, the translation of brand names becomes increasingly important and influential in the competitive market. Therefore, when translating brand names, the translator must follow certain principles and choose methods carefully. This paper provides a reference for translators by describing the features and functions of the brand names in details, combining with the principles of brevity, appropriateness, functional equivalence and the methods of transliteration, free translation, the combination of transliteration and free translation, literal translation. Moreover, some factors that influence the translation of brand names are listed in this paper.

Key words: brand names; translation; principles; methods

1. Introduction 
With the integration of global economy and China's entry to the World Trade Organization, the Chinese market will further open to the world. As the world’s largest market, a large number of foreign enterprises and their commodities, swarm into the Chinese market, while Chinese products need to be exported to the world. The premise is to create a brand name. Brand name, representing the company and its commodities, can close the distance between products and consumers by reflecting unique characteristics of the products. However, while entering into the foreign market, the essential task is how to correctly translate brand names between Chinese and English. A good translation of brand name may popularize the enterprise’s image and products, attract more customers, and become one of the company’s most valuable assets while a bad one can endanger the development of business. Therefore, to make the translation of brand names successful, we must follow the relevant translation principles, adopt corresponding translation methods, and take the influential factors into consideration.