【正文】 or “ Each product must associate with its manufacturer and the producing area. And different areas endow the product with different cultural meanings. As the symbol of product, the trademark inherits such a feature. Products that named as the founder of the manufactory are every popular.” [7](p1) It is the consistently using method of international denomination. For example: American plane Boeing (波音 )， automobile Ford (福特 ) are all denominated as the manufacture founder’ s name. The trademark which denominated as the place where it came out is also every popular. Such as “ Champagne (香檳酒 )” is denominated by its producing area. “長城” pencil is another successful example to mention. This enterprise founded at the period when China was suffering the aggression of Japan. The trademark was denominated in order to respond the patriotism of Chinese people and aroused them to reject the foreign products. And “長城” is the symbol of China. It just built for fighting back the invader. So, the product was denominated “長城” as its trademark was very felicitous. The national and consuetudinary feature of trademark If a corporation wants to develop well, it must walk up to world. As the symbol of the corporation, the trademark must possess its own national and consuetudinary feature. It can be said that nation is its root. For example, “廈華”（ TV） , “長城” （ electric fan） not only won by its good quality but also marked the spirit of the Chinese people. The trademark is the symbol that created by human being. It possesses national custom and the charm of the traditional culture. “ The English trademarks are always denominated as gods and places’ name which e from religionary story. For example: Eden (伊甸園 ), Apollo (太陽神 ), Nike (勝利之神 ), Lincoln (林肯 ) and so on. These are all reflected the tradition culture of western. ” [8] P2] The esthetical feature of trademark “ The process of translation is also a process of taste.” [9 ]p43 “ A trademark which has beautiful exterior and catchy pronunciation can give people aesthetic feeling. Therefore, the trademark is not only the symbol of beauty but also the facility to municate the information.” [10] （ p2） But the trademark is the unit of the language, so its beauty can be seen only by connected with the meaning of the words and the culture. Its beauty can be divided into three categories: the beauty of rhythm, the beauty of terseness, and the beauty of precinct. (ⅰ ) The beauty of rhythm The beauty of rhythm means the trademark sounds bright and clear. It can bring people feel beauty and help to transmit. For example, “ SHATP” (夏普 ) ，“ Coca Cola” , “ Clean amp。 clear” all sound bright and clear. (ⅱ )The beauty of terseness The trademark should be expressed simply. A lot of English trademarks are posed by single syllable word. Such as: “ Kent” , “ Shell” , “ Dove” , “ Benz” posed by one syllable. And “ Camel” , “ Rejoice” . “ Sony” posed by two syllables. They are easy to remember and can express the idea of the manufacturer. (ⅲ )The beauty of precinct The beauty of precinct means that the trademark has beauty and connects with the feature of the product. It can make people to image and then stimulate the consumption. Nivea is a kind of cosmetic means “ white” in Latin. It not only shows the classical beauty but also makes people to image. 2 The translation tactics of trademark “ Translation has been a plex subject of human reflection, one ridden with contradiction, from time immemorial. It is not known exactly when preoccupation with the manifold problems of translation began. Its beginning was presumably related to the recognition that mankind was by nature destined to speak many different languages and that this state of affairs was not to be remedied by either international conventions of language or coercive language policy measures.” [11 ]p27 The translation theorist Eugene Nida said: “‘ Language is only a kind of sign. It can exist without culture. The purpose of the translation is to express one language to another language’” .[12] P2 The culture can be divided into external and internal level. In other words, it can be divides into physical culture and physic culture. The literal meaning and the meaning of the language reflect different gradational cultures. In other words, a same thing may have different meanings in different cultural backgrounds. The external translation just transfers the language symbol of words. It less involve the deep gradation content such as individual or collective value orientation, aesthetic mentality and faith. It belongs to a munication that puts on the external culture. “ The coverttranslation is a translation which enjoys or enjoyed the status of an original source in the target culture. It is claimed at times in the literature that a good translation should read not like a translation at all, but like a target language original.” [13] P47 Transliterate and the paraphrase that used in the translation of trademark all belong to the external translation. They transfer the external meaning directly. The thesis will introduce these tow tactics below. Literal translation bases the pronunciation feature of the original trademark and chooses the most close pronunciation and words to express it. It?s the most popular and familiar tactic of translation used in the translation of trademark. This tactic is too numerous to mention one by one. There are some examples below to illuminate. (ⅰ ) Automobile FIAT—菲亞特 。 MAZDA —馬自達(dá) 。 MERCEDES?Benz—梅塞德斯 ?奔馳 PORSCHE—保時捷 (ⅱ )Beverage: DIAGEO—迪阿吉奧（ from English） 。 Parmalat—帕瑪拉特（ from Italy） Fanta—芬達(dá) 。 Whitbread—惠特布雷德 （ from English） 。 Dole—都樂 (ⅲ ) Shampoo and perfume Pantene—潘婷 。 Kanebo—柯娜寶（ from Japan） 。 Lan—蘭寇（ from Pairs） Christian Dior—克麗絲汀 ?迪奧 。 Elizabeth arden—伊麗莎白 ?雅頓（ from English）