【正文】 G. The Chinese version of Safeguard is “舒膚佳”. Safeguard soap is a sort of hygiene product that can sweep away and effectively restrain the bacteria on the surface of the skin. The literal translation of Safeguard is “安全衛(wèi)士”. As a sort of daily consumable, the version “安全衛(wèi)士” can’t avoid giving consumers a stiff and unfamiliar feeling. However, the version “舒膚佳” has an abundant associations. So, the consumers who have a strong sense of national pride and patriotism strongly against the perfume as it appears in the Chinese market. As a result, the perfume “OPIUM” is prohibited sale because of its violation of Chinese trademark law. The Principle of ConcisionThe translated name of brands should be concise and informative. A concise brand name can effectively give consumers a deep impression, because it is easy to recognize, read and memorize. In order to achieve the aim of concision, some acronyms, numbers, even newly created words are adopted to make this purpose e true. As we know, a miscellaneous brand name is boring and hard to accept. So, almost every pany uses the concise brand names.Car brand BMW is one of the bestknown brands in international market and it is made of three acronyms of Bayerishe Motoren Werke. The Chinese version of BMW is “寶馬” which means fast, strong and victory. Customers from China are unable to resist thinking of the robust horse which is the most important animal during the five thousand years of Chinese civilizations. In this respect, the brand not only conforms to the customers’ psychological needs, but also shows the spirit, purpose, characteristic and quality of the product. The Methods of English Brand Name TranslationWhen it es to translation method of English brand name, it is simultaneously to refer to literal translation, free translation, and transliteration and zero translation. It is particularly difficult for international panies to adapt to names and product slogans in China because of the different language and culture. English brand name has its own unique language feature and mercial value. The translation of English brand name is required to be accurate, brevity and rhetorical appeal for promoting products and stimulating consumers’ purchasing desire. However, it can be seen that the translation of an English brand name is really a hard nut to crack. For best effect, these four methods are required to be used flexible and appropriate. Literal TranslationLiteral translation is the rendering of text from one language to another “wordforword” rather than conveying the sense of the original. For brand name translation, the first step is to translate the literal meaning of the English brand. Then the translated brand name has the function of accurately conveying the sense and information of the original brand. For the brand name that consists of mon nouns, the method of literal translation can be adopted on condition that it conforms to the consumers’ aesthetic and cultural psychological needs.“Apple” is one of the bestknown technical panies in the world, and products of this pany are popular worldwide as the products give people a convenient and enjoyable way to enjoy life. In addition, the brand “Apple” is also a critical factor in its success. The translated name of “Apple” is “蘋果” which is a kind of fruit that everyone knows. In China, apple means safety, health and good luck. The translated name “蘋果” is nearly a perfect translated brand name from any point of view. Microsoft, the giant software pany in America, also adopts literal translation method to register its Chinese brand. Translating “Micro” as “微” and “soft” as “軟” 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。 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. 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) increasing the brand’s added value of products. 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。 linguistic form and munication function are equal to the source text. However, in practice, he found that a number of equivalence will never e