【正文】 human used to transmit: (1) Passing it on generation to generation by the real object. (2) Setting an example and transmitting it through the method and the principle of action. (3) Telling the offspring about some verities, methods and concepts by language. (4) By writing. [4] (P1) New Mark believed that the culture contains biology, physical, social munication and custom. [5] (P1) The trademark makes up by words, pictures or other ponents. Obviously it is a sign to transfer the message and it is a special language. Moreover, the trademark is an important part of advertisement. And the essence of advertisement is marketing. But for the differences of location, religion and the economical developed level, the consumers in different countries have differences in thought, aesthetic delight and sense. Therefore, the trademark in different countries has its own culture and possesses different features of culture. So, the translation of trademark can be seen as a kind of intercultural munication. The translator must pay attention to the intercultural munication of the translation of trademark. Language is the tool of the thought and the munication. It is also the reflection of the social culture. It can influence the thought of people. There will bring an obstacle in the intercultural munication when the differences of each culture reflect in the differences of language. “ Such as the English trademarks which contain the words‘ sun’ are very popular in many western countries. For example: Sunerge, Sunjoy, Sunrider, Sut, Sunniwell, Suntory, Suntour, Sunwoods, Sunnia and so on. Many people who lack the cultural knowledge of western countries are hard to understand why. In most western countries, people believe in Christian. So they believe “ Sun” is the symbol of the Christ Jesus. As a result, people maintain an adorable mentality to the “ Sun” . And such a cultural mentality reflects the trademark’ s denomination.” [ 6]（ p2） The translation of the trademark is a special method of munication as an important tactic of marketing the products. The consumer can municate with the manufacturer in different times and different places by the trademark. As a kind of cultural carrier and the method of munication, the translation of trademark requires the translator must discern the differences between the original countries and the purpose countries. And the translator is also required to handle the deep cultural meaning through the phenomenon of external cultural. The culture feature of brand name The human and clime factor “ 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。很多的國際知名商標(biāo)都具有無形的資產(chǎn)和巨大的商業(yè)價(jià)值。 商標(biāo)的文化特征及翻譯策略 [Abstract] The trademark is similar to person?s name. It is the symbol of production. And it would bee famous along with the mercial intercourse. A lot of international trademarks have invisible property and huge fortune. The importance is obvious to see. When trademarks are translated from Chinese to English or from English to Chinese, an appropriate transmission of cultural feature can not only accurately reflect the product?s quality but also arouse the customer?s cultural association so as to create the expected advertising effect and help publicize