【正文】 [9] [J]. 中國科技翻譯, 1995, (8). [10] 胡開寶,[J].中國翻譯,2000, (5). [11] 李貴升. 論商標的翻譯[J]. 中國科技翻譯, 1996, (9).[12] 婁承肇. 外國廠商與商標名稱的翻譯[J]. 中國翻譯, 1994.[13] 翁鳳翔. 實用翻譯[M]. 杭州: 浙江大學出版社, 2002:6.[14] 魏彩霞. 淺談國際貿(mào)易中商標的翻譯[J]. 中國翻譯, 1997.[15] 吳偉雄, 方凡泉. 實用英語翻譯技巧[M]. 昆明: 云南人民出版社, 1997.[16] 徐 薈. 商標詞翻譯的互動性與跨文化差異[J]. 上海科技翻譯, 2004, (3).[17] 許金杞. 英文商標的漢譯 J]. 外語與外語教學, 2003, (11).[18] 朱亞軍. 商標名的翻譯原則與策略[J]. 外語研究,2003, (6).[19] 曾 立. 試析諧音雙關法在商標詞漢譯中的運用[J]. 中國科技翻譯, 2003, (16).[20] 周素文. 從翻譯美學角度談漢語商標詞的英譯[J]. 上?？萍挤g, 2003, (3).[21] 周方珠. 商品名稱及商標詞的新義與翻譯[J]. 上海科技翻譯, 1997, (4).[22] 朱 凡. 英漢商標詞翻譯研究評述( 19942001) [J]. 上海：上?？萍挤g, 2000, (4).。 Indianapolis: Indiana University Press, 1999. [2] Jin, D amp。s ，the old transliteration of “麥克當勞”, it should not sound catchy for “麥當勞” .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 toothpaste.These 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 association.ConclusionTo 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 product’s natural capacity, the translator must see the change of products on market clearly and try to figure out the feature of consumer’s mentality. He should apply the pragmatics, sociolinguistics, folklore, aesthetics and the study of cultural language, selling, consumer’s 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 help the national products enter the target country market successfully. Bibliography[1] Danesi, M. amp。s name originally from “Coca Cola” promotional advertising, then extended to a new brand. If you use transliteration, it’s “斯普賴特”, you can not clear the product characteristics, or use literal translation, it’s “小妖精，調皮鬼”, is also wrong. According to Hong Kong and Macao lucky psychology, take homophonic name “事必利” when the beverage first appeared in the local market, However, the actual sales are not good. Then translated for “雪碧”, gives a cool, thirstquenching impression to fully express the characteristics of the products, the products will be acceptable to consumers finally. Another example is shampoo “Rejoice”, the literal translation is “高興”, the paraphrase is “飄柔”, which means the hair supple and elegant, can fully display the goods characteristics and quality, but also leave a good psychological aftertaste to the consumer. So, paraphrase method can well reflect the intention of original trademark and consistent with the logo, is one important method of the brand names translation. Combined Translation MethodSometimes transliteration and paraphrase are integrated 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 “l(fā)ion” 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 public. Other Methods What’s more, there are also other meth