摘要：

商标是一种符号,是一种区别于别类产品的标识。随着国际贸易的不断进步与发展, 在国内，英文商标的产品日益增多。英文商标的汉译一方面要求我们必须了解一些风俗习惯和禁忌,将其本土化；另一方面, 一个不失原味的英文商标汉译也会给企业起到良好的品牌文化传播作用，带来无限的商机。本文主要研究了英文商标汉译的方法与原则和品牌文化传播的模式与功能，并将两者有机结合起来，综合分析出能使英文商标的汉译更好地服务于品牌文化传播的标准。

关键词：英文商标；汉译；品牌文化；传播

Abstract:

Trademark is a symbol which is used to differ one product from other products. With the development of international trade market, there are more English trademark products in China. To translate the English trademarks, we should know the customs and taboos and make the translation localized. On the other hand, a trademark translation kept with the original flavor will also have a good effect on the spread of brand culture to the enterprise and will bring unlimited business opportunities. This paper mainly studies the methods and principles of English trademark translation and the spread mode and functions of brand culture. Based on the organic combination of them, I have summarized the standards which can make the translation serve to the spread of brand culture better.

Key words: English trademark；translation；brand culture；spread