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1、1.IntroductionWiththedevelopmentoftheglobaleconomicintegration,competitionisbecomingfiercer.Ifenterpriseswanttorushintothetopoftheworldeconomy,theyhavetocreatethecommodityofworld'sbrand・Howtomakecommoditysinkdeepintotheheartsofpeople?Trademarktranslationplaysthekeyrole.Thequalityofthetrademarka
2、ffectsthecommoditydirectly,especiallytheimagesandsalesoftheproducts-Inordertoholdimpregnablepositionintheintensemarketcompetition,businessmenhavetodomorethingsontrademarktranslation.ThedifferentculturesbetweenChinaandWesternCountriesbringmuchmoretroublesfortranslationoftrademark.Inordertomaketh
3、eirproductsmoreattractiveinforeignmarkets,businessmenhavetodothetranslationsoftrademarkswell.Thenameoftrademarkissimilartothatofhuman.Trademark,definedbyTheOxfordEnglishDictionary,isthatamark(securedbylegalregistrationor,insomecountries,establishedbyuse)isusedbyamanufacturerortradertodistinguis
4、hhisgoodsfromsimilarwaresofotherforms,afancynameortradename,orthenameofanindividualorfirm,maskedorimpressedonthearticleoruponthepackage,etc.,inorwithwhichissold・Atrademarkissomewhatlikeaperson'sface.Ithasitsowncharacteristics・Agoodtrademarkshouldincludethreecategoriesofaproduct;theyareinstructi
5、on,estheticattractionandculturalinfonnation.Instructionistodescribeitssignificanceandfunction;estheticattractionistoarousepeopleinterest;culturalinformationactsasaculturalenvoy.Eachtrademarkhasitsowncharacteristics,whicharedifferentfromotheronestocaterforcertainconsumerswithitsownqualities・Sinc
6、econsumersareusedtojudgingaproductaccordingtoitstrademark,advertisersshouldmakethebestuseoftrademark.Itissaidthattrademarkiseffectiveifitdoesnotleadcustomerstojusttheopposite・Famoustrademarksserveasintangiblecapitals,exertingsogreatinfluenceoncustomers9decisiononpurchasesintheeconomicmarketinCh
7、ineseandforeigncountries・Tosomeextent,wecouldsayiftrademarksarepopular,enterpriseswillbecomepopular.Trademarkisnotonlytherepresentativeoftheproduct'simage,thesymboloftheproduct'squality,butalsotheguaranteeoftheintellectualproperty
