Abstract：

With the development of global economic integration and the reform and opening-up policy, the commodity competition in the international market grows fiercer and fiercer. The brand names and their translation greatly affect consumers’ understanding and attitudes to the products, and consequently play an important role in stimulating consumption and expanding market. Therefore, a proper translation of brand names is particularly important. However, different countries have different cultures. The ignorance of cultural differences will undoubtedly lead to cultural misunderstanding and wrong messages about the products, and subsequently affect the sales of the products. Researching into the translation of brand names and improving the translating quality can help Chinese enterprises to build more brands in the international market and benefit Chinese and Western cultural exchange.
The subject of the study is C-E translation of brand names in the perspective of cultural differences. In this paper, the author points out the problems in the translation of Chinese brand names through analyzing the influence of different cultural characteristics, and tries to present proper translating principles and methods on the basis of Nida’s Functional Equivalence Theory, hoping to render some help and guidance to brand name translators and businesses.
In this paper, firstly, the author introduces the relationship between brand names and culture. Secondly, the author gives a systematic analysis on the influence of cultural differences on the C-E translation of brand names in aspects of different thought patterns, different beliefs, different value systems and historical and political factors. Thirdly, some current problems in Chinese brand name translation are pointed out. Finally, the author presents some proper principles and methods for C-E translation of brand names on the basis of Nida’s Functional EquivalenceTheory.

Key words：brand names; translation; cultural differences 

摘要：

随着全球经济一体化的发展和中国改革开放的深入，国际市场商品竞争日趋激烈。商标及商标翻译极大地影响着消费者对于产品的理解和消费力度，从而对刺激消费和开拓市场起着十分重要的作用。因此，恰当的商标翻译显得格外重要。不同的国家有着不同的文化特点，忽略文化差异的商标译文会导致文化误解和信息传递错误，继而影响商品的销售。研究商标翻译、提高商标翻译的质量有助于中国企业在国际市场树立更多的品牌，也有利于中西文化交流的双向展开。
本文主要从文化差异的角度研究中文商标的英译，通过分析不同的文化特点对商标翻译的影响，指出当今中文商标英译中普遍存在的问题，并依据奈达的功能对等理论尝试提出正确的翻译原则和恰当的翻译方法，以期这些翻译方法能够为商标译员和企业提供一定的帮助和指导。
本文首先阐述了商标和文化的关系；接着结合所收集的中文商标英译名实例，从不同思维方式、不同信仰、不同价值观、以及历史政治因素四个方面研究文化差异对中文商标英译的影响，继而指出目前中文商标英译中所存在的问题；最后，文章基于奈达的功能对等理论，提出了商标翻译应遵循的原则以及中文商标英译的恰当方法。

关键词：商标；翻译；文化差异