【正文】 Chinese brand is translated word by word, the value would certainly not been done .In all, different cultural backgrounds, result in the translation of ambiguity. The problems about English translation of longer Chinese trademark namesSince Chinese character has a strong function of expressing, the translation used the way that literal translation to translate Chinese brand and also used excessive words when they translate Chinese brand. It turns out to be that it loses the most basic featuressimple and easy to remember. Certainly it will not have the effect of a petitive market.報(bào)春花Calling Spring Flower白云山White Cloud and Mountain (賀川生, 1997: 56)In addition, the translator, basing on the original Chinese brand, also adds a word of “brand” at the end of the trademark. Although it is not a severe mistake, it does not meet the international modity words to the language ability of the trademark law. For example: 金門(mén)牌輪胎——Gold Door Brand Tyre 黃海牌掛鎖——Yellow Sea Brand Padlock駱駝牌綠茶——Camel Brand China Green Tea(賀川生, 1997: 77)These famous trademark words such as “Coca Cola” and “Sony”, “Nike” and so on never appear with the word “brand”. From these examples, we can see clearly that this kind of Chinese trademark translation is dead translation. The methods of trademark translation TransliterationA good translated trademark should, on most occasions, be accurate in meaning and rich in creativity. Here still takes an example of the classic Chinese names of CocaCola. It is translated into “可口可樂(lè)”. But interestingly, it is much likely that few people have heard that, when it was first introduced to China, the earlier translation of CocaCola was “口渴口蠟” and “蝌蚪嚼蠟”, which makes a terrible imagination of tastelessness and great difficulties. To Chinese people, “蠟” is dry, solid and uneatable with no smell or taste. It is difficult to eat and swallow for a normal man, let alone for tadpoles and those who are deadly thirsty. These two translations can bring no good for the product bur people’s repugnance. While “可口可樂(lè)” both maintained the original word syllable and the great effect of resounding. Everyone can recognize it to be a drink trademark at the first sight of it. Moreover, this dead word without specific meaning bees alive and lively through this translation. It is so successful that it bees the substitute of this kind of drink worldwide. After this typical example, there spring up a lot of successful similar drink named after “可口”, such as Pepsicola (百事可樂(lè)), featurecola (非?？蓸?lè)), etc.. However, I can bet that none marks can match it in aesthetics and popularity. Therefore, as a rule, when making a transliteration of trademark we should try best to keep the both languages unifying in the pronunciation, rich in connotation of culture which can motivate consumers’ great imagination and purchase desire. Nevertheless, not all trademarks have the opportunity to get such a close and brilliant Chinese version like CocaCola. So to some extend, the wording is allowed to be a little different from its original syllable during the translation. It is inadvisable to adhere too rigidly to the timbre and the similarity and the imitation, for it usually fails to show the characteristics of the modity. To avoid this, Canon, the trademark for the equipment of photographs and photocopies, are freely translated into: “佳能”, which indicates that it is a quality product with good performance. “樂(lè)凱” is Lucky。 the beverage “百樂(lè)美” is Belmerry 。 “膚美靈” is Skinice, to imply it cares of our skin. Of course, the free transliteration we mentioned here doesn’t means translating arbitrarily. Instead, on the basis of transliteration, free transliteration gives a more suitable wording and a further statement to the product. It should be also accurate, and creative and rich in connotation of culture, too. Literal translation But sometimes, some translators pay too much attention to the creativity of the translation of trademark, and they neglect the principle of accuracy and cultural convention. As a result, some translated trademarks are so obscure that few people know what the real meaning it actually tends to refer to. When I heard of “必勝客” at the first time, I really did not know what it was until I got the English versionPizza Hut. In my opinion, “必勝客” is an overall failure in trademark translation, for it not only stray far away from its original meaning as a kind of fastfood, but also makes Chinese people lose the original familiarity and acquaintance with this famous flavor. I would rather it literally translated into “比薩屋”. “比薩” is the transliteration, which is similar to Pisa, a beautiful city in Italy where stands the famous Leaning Tower. while “屋” is the most fortable word for Chinese people where they can relax themselves and get love. In this way, customers not only get to know that it es from Italy, but also make imaginative of the great landscape of Italy in a quite happy mood during the meal. The successful example of literal translation lies in the trademark of Goldlion. I have mentioned this example before, though, it does help to testify a typical literal translation in a good way. In Completely literal translation, Goldlion is to be “金獅”, a name with supreme authority, honor and elegance. But unfortunately, “金獅” is in the same pronunciation with “金失”。 This harmonics warn customers of the implication that once they buy this kind of ties, they will forfeit your wealth. It is rather an evil curve than a trademark. With transliteration and literal translation together, it finally get the famous name “金利來(lái)” which sounds pleasant and is easy to bear in the mind. It also caters for the monest psychology of all the people:“金利來(lái)”, the wealth rolls in. Although there’s great discrepancy with the primary meaning, it obtains the primary effect to solicit purchasers all over the country. So when we are translating foreign trademarks, we should n