Abstract

In the increasing competitive commodity economy, a good trademark is the symbol of a perfect product. A brand name nowadays is not only the symbol used to identify the commodity or its manufacturer, but also is regarded as a communications between the manufacturers and consumers. The advent of the globalization and the implement of the Reform and Open-up Policy have allowed many foreign companies to enter Chinese market. The trademark translation plays a vital role in the building of the brand image as well as in motivating consumption and influences the company’s development. Therefore the trademarks translation has a close relationship with the target country consumers’ reaction. A good translation can bring a great benefit to the company, while, an improper translation may threaten the sales, what’s worse, may ruin the reputation of the corporation. This thesis aims to give a brief analysis of the translation principles and the methods of the English trademark.
This thesis consists of three parts. The author puts the general introduction of the trademark at first, including the definition and function of the trademark and the major methods of the brand naming. Then it offers a brief analysis of the translation principles of the English trademarks, which mainly analyzes respecting target consciousness and the psychological preference, followed by the translation methods, including the transliteration and the liberal translation, etc.

Key words: trademark; trademark translation principles; trademark translation methods

摘   要

在现在竞争日益激烈的商品经济中，一个好的商标是好的产品的标志。商标不仅是商品和厂商的标识，同时也是商家与消费者沟通的桥梁。经济全球化和改革开放政策的实施让很多外国企业涌入中国市场，商标的翻译在建立品牌形象和刺激消费中占有重要的地位影响企业的发展，特别是英语商标它与目标国家消费者的反应有着密切的关系，一个好的翻译可以为公司带来利益，而不贴切翻译会影响销售量甚至会损坏是整个公司声誉。本文主要就英语商标的主要翻译原则和方法做了简单的介绍。
本文包括三个部分，作者首先介绍了商标的定义，主要包括商标的功能和商标的特点和商标命名的常用方式。其次分析了英语商标翻译的基本原则，主要包括尊重目标意识和满足消费者心理偏好等，再次是本文介绍了商标的翻译方法，包括音译和意译等。

关键词：商标；英语商标翻译原则；英语商标翻译方法