【正文】 nothing to do with these two products, it does have its significant connotation. (王向華，2003:56) As a modity trademark translated as “多芬” has the meaning of soothing fragrance. However, as the trademark of chocolate, it is translated as “德芙” with the advertisement “milk fragrant, silky feel。 silk smooth fullbodied, pure aftertaste”. Before you put it into your mouth, you can feel the thick milk fragrance. The two translations are more vivid and meaningful than pigeons. Another skinprotection creaming “Tobaby” is translated into Chinese “丹芭碧” which has nothing to do with the property of modity, but “丹” and “碧” will give people a beautiful enjoyment, arousing their association with skin and appearance. The United States Johnson amp。 Johnson pany founded in 1887 is operating medical health care and care products. It was established by three brothers, namely, Robert Wood Johnson, James Wood Johnson and Edward Mead Johnson. If it is translated into “Johnson”(約翰遜) by the literal translation, it will not have any special differences. However, if the translator uses nearly sound and imagination method, it is translated as “Johnson amp。 Johnson” (強(qiáng)生) with imaginations of strong vitality and connection of the pany’s health care and health care products. Let us e to another example. American HewlettPackard Co. is the world’s largest electronic instruments and small puter manufacturers. Its trademark is bining the names of two founders W﹒Hewlett and D﹒Packard. The abbreviation is “HP”, and it is translated into “HP”(惠普) which allows consumers to have an imagination of benefits and popularities. Effectiveness TranslationEffectiveness translation is also one of the trademark translation methods. It is a way that the trademark is translated by the effectiveness which the consumers may get or wish to get from this modity. (史玉娟，2005:78) For example, a famous shampoo is named “head shoulder”, which it can make your hair smooth. If you buy and use it continuingly, you will have soft and beautiful hair. Therefore, it is translated as “海飛絲” in Chinese markets. One more example, it is “Safeguard” which is a kind of soap. According to the word “Safeguard”, it is not hard to know that it is a cleaner. Chinese name is “舒膚佳”. If you use it, there is no virus with you and you can always keep clean and have a wonderful mood. For all, “舒膚佳” is the best translation of “Safeguard”. Let39。s move to another brand. From the word “Rejoice”, we can know its meaning is cheerful. If it is translated by the skill of free translation, the result is not as good as translating it into Chinese “飄柔”. By reading this name, it is easy to know that it is one kind of shampoo, which has the effectiveness of making hair soft and smooth. In a word, these cases are the best examples to show their effectiveness.4. ConclusionTo some extent, a trademark is more important than the product itself, which is a maxim western advertising designers generally accept and abide by. For words in different cultures have different cultural connotations, which arouses different association. People rack their brains to invent brands which are full of wit and humor, vividness and vigor, uniqueness and novelty, to give a deep impression to the consumers and triumphs over the opponents in keen petitions. Thus, brands are also special words in regards to their economic feature, with the basic function of distinguish products, providing information, symbols of credit and stimulating consumption. On the whole, the brands translation is a very important skill. When brands are being translated, the cultural differences should be considered and the information of products should be also paid attention to. Chinese and English are different languages with different cultures. The significance of researching on the brand translation in different cultures is to improve the insight of the using of languages and understand the source and target language pletely so that brands can get an equal effect in two languages. After a research on it, the foreign trading and crossculture munication must be more effective and easier.Bibliography[1] Nida, , Culture, and Translating [M].Shanghai：Shanghai Foreign language Education Press.[2] Dictionary of Business. Market House Book Ltd. [3] [J].湖南商學(xué)院學(xué)報(bào)(1):47.[4] [M].上海:上海外語(yǔ)教育出版社.[5] [M].北京:外語(yǔ)教學(xué)與研究出版社.[6] [J].江南大學(xué)學(xué)報(bào)(6):73.[7] [M].武漢：湖北教育出版社.[8] [J].遼寧師專學(xué)報(bào)(3):62 [9] [J].淮陰師范學(xué)院學(xué)報(bào)(4):78.[10] [J].沈陽(yáng)工程學(xué)院學(xué)報(bào)(1):78. [11] [D].山東：山東師范大學(xué).[12] 章和開(kāi)，[M].北京:當(dāng)代世界出版社.[13] [J].閩西職業(yè)大學(xué)學(xué)報(bào)(4):24.[14] [J].外語(yǔ)研究(6):31.12