Abstract: Brand name is a kind of symbol used by producers for the purpose of distinguishing their products from those made or sold by others. With the acceleration of economic globalization and continuity of the open policy, an increasing number of China-made products are exported to other countries. People come to realize the importance of the appropriate translations of brand names so the study on the brand name translation is not only necessary but also urgent. In the thesis, the author firstly introduces the definition, function, and characteristics of brand names. Focusing on the functions of brand name, the thesis analyzes the application of Nida’s Functional Equivalence Theory to brand name translation. In addition, by means of case study, this research brings different translation techniques of brand name into examination, such as transliteration, literal translation, combination of transliteration, literal translation and creative translation in the hope of providing guidance to bilingual translation of brand names.
Key words: brand name; brand name translation; Functional Equivalence
摘要：商标名是商品生产者或经营者为了使自己的商品同他人的商品相区别而使用的一种显著标记,其功能在于诱人注意、令人行动。随着经济全球化的迅速发展与改革开放进一步深入，国产品进入国际市场的机会大大增加了，人们开始意识到恰当的商标翻译对促进商品销售所起的重要作用，因此对于商标翻译的研究显现出必要性和紧迫性。本文从商标的基本知识入手，首先介绍了商标的定义、功能、特点等诸多要素；随后，基于商标的基本功能，文章认为商标翻译应以奈达的功能对等理论为依据，并进一步具体论述了其在商标翻译领域的实际应用。此外，本文还通过大量的实例，对商标翻译中的各种技巧和方法，如音译、直译、混合翻译、创造翻译等进行了分析总结，希望能对中外商标的双语翻译能产生一定的指导作用。
关键词：商标; 商标翻译; 功能对等
