【正文】 Xiaoju also approaches brand name translation form the angle of cultural difference，considering ti crucially important to know the western customers’aesthetic conception and their reponse to the translated brand Lanju considers it’s necessary to take into considerration consumers’psychology,product nature，conciseness of translations and target culture in brand name finally,Liang Xiaodong is particularyly interested in the treat ment of national psychology in brand name of them concern that the examples of translated brand names rather than the theoretical ,these essays are mostly confined to one or several aspects and are for frome being as for the application of theories,two essays are unique in applying sociosematics to this there are still two other essays menting on the studies of brand name translation in China.All in all,this thesis widens the application scope of Nida’s theory and provides a reasonable and rational guiding principle of brand name the concrete translation techniques may offer inspiration to Chinese tranlators,which will be beneficial not only to academic study of brand name translation but also to the panies and enterprises expecting their products to obtain wordwide reputation and popularity.1 Introduction to brand and brand names1. 1 Definition of brand and brand namesBrand,aeeording to certain Japanese seholar,is the face of the product,but there are several terms are easily confused in this field so before we take up thisthesis,first of all,we should distinguish several terms used in it:Brand,TrademarkandBrandNames.Brand is a mereial to the A Glossary of Marketing Terms:Marketing Definition,”Brand is a name,term,sign,symbol,design or some bination used to ideniify the produets of one firm and to dlfferentiate them from petitive offerings, And”A”trademark is a brand that has been given legal protection and has been granted solely to its owne.”These two definitions are widely used al lover the world..So,in the various media,for example,in the news paper,TV programs and the paekages,we find sueh signs as,R or TM. R is used to indieate Registered,and TM Trademark. Nowadays,“marketingmix，is frequently used to deseribe the proeess of developing a new band and it is a provider of a produetor service assembles a series of attributes and blends these together in a unique is a little like cooking part of the skill is in the seleetion of the elements in the mix,pert in the blending and cooking and partint he presentation. A good cook produees good and consistent results which are constantly in demand.The ingredlents in a brand constitute the produet itself,the paekaging,the brand name,the promotion,the advertising and the overall brand is，therefore， a synthesis of all these elements,physical， aesthetle， rational and ,the end result must be not only appropriate but also differentiated from the brands of petitorsthe consumer has to have a reason to choose one brand over all others.Brand name,the name of a certain brand,refers to the part of brand that can be expressed in mark,the mark or sign of the brand,refers to the part of brand names and brand the living example,we can see most of the brands consist of the bination of brand names and brand marks,and the brands constituted of brand marks only occupy a small proportion. Basic types of brand namesWith the expansion of manufactory,more and more modities e into being. So do brand we go,whatever we do,we will meet brand names of different are various and can be classified from different the angle of the products themselves,they can be classified as brand names of clothing, beverage and food,cosmetics,home appliances and vehicles.“From the angle of thelinguistic structures of brand names,they can be roughly classified into the proper name brand names,the mon word brand names and the coined word brand names.”[1]And the following examples are employed to demonstrate Mr He’s theory. If we categorize brand names from the angle of the products themselves,they can be classified as: names of clothes:Goldlion(clothes)，Pier Cardine(clothes)，LOUIS VUITTON(clothes), 紅豆(clothes),達(dá)芙妮(shoes),黃金身段(underwear),and etc. names of beverage and food:Nestle(beverage),Dove(chocolate)。商標(biāo)向異域消費(fèi)者傳遞了商品信息；同時，作為文化使者也向外族傳遞了本國的文化信息。An Intercultural Approach to the Study of Brand NamesAbstract : With the acceleration of the globalization,the international economic munication bees much more names not only transfer the information concerning modities,but also transfer the cultural information to the receivers in the target culture as cultural messenger,In the course of selling for the products,some brand names promote the selling,because these brand names are recognized by the foreign culture,arouse the same sympathy from the foreign consumers,While on the other hand,some brand names received passive feedbacks because theses heavy cultureloaded brande names have proved to result in “cultural shock” in foreign market. This thesis has studied the cultural connotation of brand names from the intercultural approach and revealed their reflectiong in various aspects such as social customs,religion,morality and so on. with the application of Nida’s“functional equivalence”and provide concrete techniques for the translation of brand names so as to provide some help to the translation of English and Chinese brand author points out that the translation of brand names in foreign market should gibe as much attention as possible to modity information and cultural information contained in original brand also be sure that the translation cannot arouse cultural confilict,arouse unfavorable association,thus result in the failure of the selling,So the designer and translator of brand names should try to avoid heavily cultureloaded brand names’appearing in the foreign market,since they are not easily accepted by the receivers,Key words: Brand names。在產(chǎn)品銷售的過程中，一些商標(biāo)名稱促進(jìn)了產(chǎn)品在國外市場的銷售，是因?yàn)檫@些商標(biāo)名稱得到了異域文化的認(rèn)可，引起了異域消費(fèi)者的共鳴；而另一