【正文】 ch. The ideal translation keeping in Reiss’s mind is the conceptual content。 3) English brand names are easy to remember and have their own characteristics。 2) to analyze the characters who participate in the process of translation。wantinusepeoplesituationfunctionsenablesintextas:thus 2) to analyze the characters who participate in the process of translation。本文從德國功能派翻譯理論核心理論之一的翻譯目的論視角下，結(jié)合具體商標(biāo)的翻譯來探討商標(biāo)翻譯的原則和方法，并闡釋商標(biāo)翻譯研究的巨大現(xiàn)實(shí)意義和一些需要注意的地方。 also it is a favorable instrument when enterprises participate in international petitions. A successful propaganda of brand for enterprises has inestimable effects on marching into the international market and achieving sales targets. On the perspective of Skopostheorie which is one of the core theories of German functionalism, bining particular translations of English brand names which used for probing into the principles and methods of the translation of English brand names, this article indicates the practical significant and something should be noticed in the study of the translation of English brand names.Key words: brand。 Skopostheorie。關(guān)鍵詞：商標(biāo)；目的論；翻譯；原則和方法注：IntroductionThe core concept of Skopostheorie highlights the functionality of the target text in the target culture. Translation strategies and methods must be determined by the intended purpose and the function of the target text. Skopostheorie is functionoriented and focuses on the practicality. Skopos rule is the primary one among Skopos rule, coherence rule and fidelity rule. With the rapid economic growth in China and as a result of the world globalization, the economic activities of enterprises from abroad bee more and more frequent. The translation of English brand names bees particularly important for enterprises to open up overseas markets and build their own brands in the international markets. A splendid brand name is so important for an enterprise to occupy a dominant position in global market petition. Therefore, how to translate the brand names suitably is one of the most important problems in front of the enterprises. To do so, the primary purpose of this paper is to find out the translated strategies and methods on the basis of the feature of English brand names and the theory foundation of Skopostheory. Skopostheorie is an approach to translation which was developed in Germany in the late 1970s. Emphases of Skopostheorie mainly showed up in three aspects: 1) to explain the nature of translation。 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reiss’s mind is the conceptual content, linguistic form and munication function are equal to the source text. However, in practice, he found that a number of equivalence will never e true, and these exceptions are caused by specific translation brief. So, the translation criticism can’t only rely on the analysis of the source text, but consider whether the target text has its intended effect or not. Phase two, Hans. Vermeer broke through the sourceoriented equivalence, on the basis of behavioral theory and regarding Skopos as the first rule in the process of translation, Skopostheorie was created. His book “Framework for a General Translation Theory” bees the basis of Skopostheorie. The theory is that the original translation is based on a purpose of which dominates the most important position. Thecantheshouldatheinandwhoittheit 3) to put forward the principles of functional translation. The forming and developing process of Skopostheorie experienced three phases. Phases one, Katharina Reiss brought the function category into the translation criticism for the first time and he made the language function, text type and translation strategy associated with each other, which developed the schemes of translation criticism based on the relation between source text and target text, thus presenting us with an embryo of functionalist approach. The ideal translation keeping in Reiss’s mind is the conceptual content。 4) Most of the English brand names have implied intentions and symbolic meanings [3]. The Necessity of English Brand Name TranslationWith the rise of brand economy and the acceleration of economic globalization, the munication among countries is increasingly frequent. Therefore, panies do not limit their ambitions to the domestic markets. They are dedicated to expanding the international market as well. The internationalization of branding is the inevitable result due to the development of economy. However, the original English brand is not the same as it in other countries or regions. Different countries or regions have different customs, cultures and language features, so the translation of the English brand name bees particular important. Promote Economic and Social DevelopmentIn today’s economic life, brand has the function of market and it is the market element which possesses an independent value. In addition, brand can not only protect and promote production, but also protect and promote assumption. The value of intangible assets carried by a brand is a sort of credit capital of panies. An international wellknown brand is nearly the most important part for a pany to accelerate transformation, to promote the operation model and market operation of panies, and to improve the level of economic market. The development of social economy will be healthier and faster. Strengthen Cultural CommunicationWith the deepening of economic globalization, the process of internationalization of enterprises is bei