【正文】 to achieve functional equivalence This is what we mean by the technique of bined translation Combined translation is often used where Chinese brand names have correspondences in English that have similar sounds and associative meanings so that the renderings can be more attractive and acceptable to the target audiences For example famous men dress trademark Goldlion is translated 金獅 in paraphrase method but the translator wanted to make goods more magnificently and meet people who eager to lucky and the pursuit of luxury the word gold was reserved but the word lion used transliteration then took them together have a wellknown trademark throughout China 金利來 Not only the magnificent style and the meaning of good luck Although it is not the same as the original intent but its purpose role and effect are the same Take into account the most successful example is the Coca Ccla Translation the translation of 可口可樂 with the original sound can reflects the characteristics of this product In addition the associative meaning of 可口可樂 is very good Another is Nissan lipstick English trademark Kiss Me the literal translation is 吻我 親我 This translation is difficult to be accept by people So someone use a homophonic method to translate it into the 奇士美 which has many ments the total opinion is not very satisfied because it did not express the original lively and humorous meanings and the bination of the same cultural background but no one e up with a recognized translation If we use conbined translation as 西施 and take Me homophonic translated as 美 西施美 should be easier to be accepted by the publicOther Methods Whats more there are also other methods Reduct sound method and Increase word method The reduct sound method is that delete the long sound in the English brand name English brand name translated into Chinese more easily using the word or words in the form of twosyllable line with the Chinese aesthetic habits and the development trend of the times words trademarks are mostly originated in the old traditional Chinese such as 同仁堂 全聚德 and so on Thus its necessary to delete long sound in the English brand name Such as McDonalds the old transliteration of 麥克當(dāng)勞 it should not sound catchy for 麥當(dāng)勞 The increase word method which is translate the main syllable and then add the modity characteristics or key word In this way it can highlight the product publicity and attract consumers A principle of plus words is to add the word should mensurate with the original brand name on the meaning and tone For example Colgate translated as 高露潔 潔 reflects the clean function of the toothpasteThese methods is mostly take the positive word for the target and on the basis of original voice use the beautiful language and easy to remember and to make consumers produce pleasure impression and good associationConclusionTo some extent a brand name is more important than the product itself For words in different cultures have different cultural connotations which arouses different associations So when doing international business the translation of brand names will be the first task to many panies especially those in developing countries like China A welltranslated brand name will be a most valuable linguistic asset to panies Therefore on the basis of understanding of products natural capacity the translator must see the change of products on market clearly and try to figure out the feature of consumers mentality He should apply the pragmatics sociolinguistics folklore aesthetics and the study of cultural language selling consumers mentality advertisement and intercultural munication exactly He also should adhere to the principles of translation as beneficial association aesthetic and functional equivalence and understand the differences between different cultures The translator ought to choose appropriate methods to suit different conditions and in order to embody the information and functions which the original language brand name bears Thus it can 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