商标名称的翻译与策略
摘要：商标，就是一件商品的品牌，对于企业用来宣传和推销产品来说必不可少，也有利于消费者了解或购买商
品。它的广告效果越来越受到企业的重视，商标翻译的成功更有利于商品从国内涌向世界，从而给企业带来巨大的
财富。恰当独特的品牌名称和得体的翻译是帮助国内企业发展良好的重要因素。因此，对商标翻译问题的研究就体
现出其必要性和紧迫性。
关键字：商标；翻译；策略
Translation and Strategy of Trademark Names
Abstract: Trademark is the brand of a commodity. It is indispensable for enterprises to publicize and promote products. It is
also conductive to consumers to know or buy goods. Its advertising effects has been paid more and more attention by
enterprises. The success of traemark translation is more conductive to the flow of goods from China to the world and also can
bring huge wealth to the enterprises. Unique brand names and proper trademark translation are important factors to help
domestic enterprises. Therefore, the study of trademark translation reflects its necessity and urgency.
Keywords: Trademark, Translation, Strategy
Contents
1 Introduction............................................................................................................................... 1
2 Difficulties in Trademark translation.........................................................................................1
3 Characteristics of Trademark Names.........................................................................................1
3.1 Language Characteristics of Trademark Names..............................................................1
3.1.1 Brief Understanding...............................................................................................2
3.1.2 Proper Diction........................................................................................................2
3.1.3Aesthetic Psychology.............................................................................................2
3.1.4 Cultural Difficulties................................................................................................3
3.2 Other Characteristics of Trademark Names.....................................................................3
4 Composition of Trademark Names............................................................................................4
4.1 Name after the name of the enterprise.............................................................................5
4.2 Named after the abbreviation of an enterprise ................................................................5
4.3 Name after classical traditional culture ..........................................................................5
4.4 Name after auspicious commendatory words .................................................................5
4.5 Name after scenic spots...................................................................................................5
4.6 Name after animals and flowers......................................................................................5
4.7 Name after non-ideographic words................................................................................. 5
5 Translation Strategies of Trademark Names..............................................................................6
6 Translation Method of Trademark Names.................................................................................7
6.1 Method of Transliteration................................................................................................7
6.2 Method of Simplified Literal Translation........................................................................8
6.3 Method ofAdjustment...................................................................................................10
6.4 Combination of the Transliteration and Literal Translation.......................................... 10
6.5 Combination of the Transliteration and Free Translation..............................................10
7 Conclusion...............................................................................................................................10
References...................................................................................................................................11
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