Abstract:Nowadays，trademark translation has become an indispensable part in international trade. Trademark, as one of the basic elements of an enterprise, represents not only a specific product but also the identity of an enterprise. Most of the consumers judge a product by its trademark. So trademark translation is one of the most important strategies for a company’s further development.
Trademark translation is considered as a part of the developing strategy in a company. In trademark translation, translators need to follow some principles. It requires a translator to have a good command of both the source language and the target language, and he also needs to have the bi-cultural awareness. This paper discusses the basic formation and functions of trademark by presenting abundant relevant examples. The author also explores some methods in trademark translation under the guidance of Nida’s theory of “Functional Equivalence”.
Key words：trademark translation; functional equivalence; methods
摘要:商标翻译已经成为国际贸易中不可忽视的一部分。商标作为一个企业的基本元素，它代表的不仅仅是某种特定的商品，还代表一个企业的身份。消费者往往只通过商标来大概地断定一种商品的好坏。因此，商标翻译是企业成功发展的重要策略之一。
商标翻译被看作是企业成功发展策略的一部分。商标翻译要求译者遵循一定的原则。成功的商标翻译需要译者具备双语能力和双文化的意识。本文通过大量的实例探讨商标的构成和功能，并从奈达的“功能对等”翻译理论的角度，讨论了商标翻译的原则和基本方法。
关键词：商标翻译；功能对等；方法
注：本文全文为英语所写的英语论文。只有摘要是中英语写的，全文为英文。
