Strategies of Trademark Translation from English into Chinese

Abstract

Trademark is one of the important ingredients of the product, the major signal of products are distinguished by the consumers and intangible asset of enterprises, which owns the function of value and value’s increasing. Trademark translation from one language to another need not only retain elites of mother tongue, but also meet the psychological demand of the consumers. Good trademark translation can bring big fortune to enterprises; but inappropriate trademark will bring a large number of losses to them, so both the name of trademark and the translation should be considered carefully. This article analyzes systematically a lot of representative trademarks, summarizes the strategies of English trademark translation from the following aspects: transliteration, free translation, combination of transliteration and free translation, other strategies of translation, then according to strategies puts forward attention items as follows: simplicity, appropriate words, materialization of products features and relevance. Keywords—English trademark, translation, strategy