Abstract
The most significant obstacle in brand name translation is the difference of cultural background. The differences on national cultural value, caused by cultural differences, are the major place to pay attention to in the translation of brand names. This paper selects some representative cases of brand name translation, and analyzes to explore the character of cultural difference. The paper firstly discusses the various methods in brand name translation and sums up reasons of brand name translation selection. Then from the perspective of cultural differences and national cultural values, the paper analyzes the cultural differences in brand name translation, and conducts the two aspects of cultural differences: the cultural vacancy and cultural clash.  The paper illustrates that we should pay attention to cultural differences and we should follow some certain principles in the brand name translation. The understanding of cultural difference will enable the cultural consistency of the source language and target language in brand name translation. 

Keywords   brand-name   culture   brand name translation   cultural differences

商标翻译最主要的障碍就是文化背景的不同，文化差异所导致的民族文化观念的差异正是商标翻译最需要注意的地方，本文通过选取部分具有代表性的商标翻译案例，从中剖析，探讨其所蕴含的文化差异特征。文章首先探讨各种商标翻译的方法，研究总结选取不同商标翻译的原因----文化观念差异。接着，从文化差异和民族文化观念的角度上，分析商标翻译中的民族文化差异现象，文化空缺和文化冲突。通过以上分析探讨，文章阐明了商标品牌的翻译应该重视文化差异，并遵循一定原则；了解文化认知差异所在，可使商标翻译中的源语言与目标语言达到文化上的一致。

关键词  商标   文化   商标翻译   文化差异

1 Introduction
With the rapid development of global economic integration, more and more enterprises are becoming active in the global market. They are increasingly realizing the importance of brand names as well as their translations in stimulating consumption and expanding domestic and overseas markets. As a result, they are beginning to make efforts to design some effective brand names, especially their English versions.

As we all know, culture has formed in the long process of human civilization. Different nations have different value systems, which is attributed to different cultural codes. In turn, cultures deeply influence people’s attitudes to the society, their life, even consumption habits. Undoubtedly, translation without considering cultural differences is to result in cultural loss or misunderstanding. Therefore, it is of great significance to do the research and find out the scientific approaches to brand name translation.