Abstract：

Nowadays with the rapid growth of economic, the trade between countries has become more and more frequent, and the competition between products and companies is fierce. It is not only the competition of products, culture plays an important role in this process. Brand as a product of culture, it is not only a symbol of the company and its products, but also an image of the company. Cultural differences have made a lot of troubles and difficulties in the brand translation.
    This paper gives the definition, characteristics of the brand, the requirements that should be achieved and the factors which influence the brand name translation combined with typical examples. Through systematic research and analysis effective methods and skills of brand translation will be discussed.

Key Words: brand; cultural differences; translation

摘要：

随着经济的发展，国与国之间的贸易越来越频繁，公司与产品竞争也日益激烈。这不仅是商品的竞争，文化在这个过程中起着举足轻重的作用。商标作为文化的产物，它不仅代表公司和产品，更代表了公司的形象。而文化差异却给商标翻译中带来了一定的困难。
   本文对商标的定义、特征、商标翻译的要求、影响商标翻译的因素等几个方面结合一些典型例子进行系统地概述。通过系统分析与研究探索出有效地相应的翻译方法和技巧。

关键词：商标; 文化差异; 翻译

1 Introduction
As the international communication becomes more and more frequent, trades between countries have increased rapidly in recent years. Brand translation is important during the process and it is closely related to cultural differences. However, when translating brands, there are many difficulties caused by cultural differences. Sometimes, it is difficult to find the suitable words in the target culture or the words in source language are in conflict with the meaning of the words in target language. This indicates that the same word may mean differently to people from different cultural backgrounds.