On Brand Name Translation

Based on the current situation of brand name translation in China (mainly the inter-translation of Chinese and English) and a lot of brand names, the author makes tentative analysis of these words from linguistic, sociological and cultural aspects and explores the major translating methods of brand name translation.It generally introduces generally some elementary knowledge of trademark and brand names, including the definition, classification and function of trademarks and the formation and motivation of brand names.And one part of this paper is devoted to the discussion of translating methods and criteria of brand name translation. Deriving inspiration from E. A. Nida's Functional Equivalence Theory, the author attaches the Functional Equivalence Theory to brand name translation.At the same time, the author also analyses the influence of cultural factors in the translating process. Social ideology, traditional Chinese Confucianism, Chinese people's habit of pursuing good luck and Chinese totems, all of that have influence on the translation activity. When translating, the translator ought to take cultural elements into consideration.In this paper, legal restriction on trademark registration is also emphasized so as to provide legal yardstick for the translation of brand names .The end aim of this paper is to facilitate the internationalization of trade name design and translation in China.