Abstract: Nowadays, as an applied language, brands develop fast. They directly influence people’s daily life in many aspects. With the development of global economy and the social progress, that influence will become much stronger. Brand names generally contain specific meanings of a particular culture. Therefore, the translation of brand names is different from the translation of some ordinary writings. The receptors of the brand names in the target language should respond to them in substantially the same manner as the receptors in the source language. Thus, we can’t translate brands literally, regardless of some cultural elements such as customs, religious beliefs, languages, etc. Otherwise, it is not good for products entering the overseas market. This paper attempts to make a study on the basic requirements of brand translation and some culture elements of brands, and then, make an analysis of the cultural barriers in translating brands under the principle of equivalence and skopos theory. Also, this paper puts forward some strategies on how to overcome the cultural barriers in brand translation so as to achieve better semantic and pragmatic equivalence effect.
Key Words: cultural elements; brand translation; pragmatic equivalent effect

摘要：现如今，作为一种应用语言，商品品牌发展迅速。它们通过多种渠道直接影响着人们的日常生活，并且随着全球经济的发展和社会的进步，其影响会日益扩大。商品品牌通常都包含特定的文化内涵，因此，品牌的翻译不同于普通材料的翻译，它要求目的语中商标的接受者应该与源语言中商标的接受者有大致相同的反应，所以我们不能不顾及一些文化因素，例如习俗、宗教信仰、语言等而仅仅从字面上进行商标的翻译。否则，将不利于产品向海外市场的推广。这篇论文对商标翻译的基本要求及商标所涉及的文化因素进行了研究，然后，在功能对等原则以及目的论的指导下对商标翻译中的文化障碍进行了分析。另外，本篇论文还就如何打破商标翻译中的文化障碍提出了一些策略，以使商标翻译能够达到更好的语义、语用等效的结果。
关键词：文化因素；品牌翻译；语用等效

 Brand name itself represents a strategically essential issue and may determine the success or failure of a product. Appropriate brand names play an important role in the successful introduction of new brands both in China and abroad. The translation of brands is not merely a simple conversion of languages, but also a combination of various factors, as meanings vary greatly across beliefs and cultures. This paper intends to find out some strategies we can use in brand translation so as to gain better semantic and pragmatic equivalence results.