【正文】 be vulgar. In order to make the translation elegant, it is proper to change “cock” into “rooster”. This change can surly make the original text readers and the target readers have the same aesthetic feeling. 4andBadDifferenceCultureOne kind of export modity the dry battery was socalled “Baixiang”. In theory, the translation “white elephant” should be 100% correct, but they have never realized that “a white elephant” is a fixed English phrase, which means “a burden possession” or “useless”. “Bailing” was a kind of pen made in Shanghai. Someone translated it into “White Feather”. However, in the English speaking countries nobody asked about the modity, as the idiom “to show the white feather”, which means to escape from the battle and the white feather symbolizes the coward.From the above，all of them are about the Chinese enterprises who want to entered into the global market. And the similarity is that all of them are lack of translating the brand name properly into the target countries’ language. And they are all doing the same thing that is achieving half the result with twice the effort. In other word, brand translation has bee the obstruction of the export in China.AmericanBritishImproprietywithrdquoAs soon as English reader took a look, they couldn’t help have the feeling of terror in the heart. Because Fang is exactly an English word, one of the meanings is the dog’s long tooth, and the other is the snake’s poisontooth. Therefore, what the English readers imagined was not the young girl with the lipstick on, but actually the vicious dog or the poisonous snake that makes threatening gestures, just like the Chinese image of the “ghost”. Because of this failure in translation, the lipstick’s sale is probably not difficult to imagine.The scented soap “Mifeng” by the literal translation was “Bees”, which was supposed to be correspond pletely translation. But the English readers didn’t like this translation actually. Because on the body of the bees there is fabric thorns which can’t be seen clearly, so they believed that to scratch the modity in the body would make them feel unfortable. It is certain that this is another unsuccessful case of the corporation which wants to make their modity enter into the global market. The “Maxi” playing card which was transliterated into “Maxi puke” was also supposed to be totally fixed the translation skill and the principle. But the translator had not thought absolutely that this Chinese brand name happened to be two English words “Maxi” (very large or particularly) and “puke” (vomit)(賀川生：1997). The people who played the playing cards many are for entertainment without doubt, and the Chinese “Maxi” was also a very ideal name, but the English would be shrunk back at the sight of the translated name. Not only as it was not joyful for the human, instead had it made one feel disgusting. With such bad translation, how could you desire excessively that the translated name would bring you millions of benefits back?AestheticLackBrandCasesBrandSituationNameHow much would a good brand name values in the market? The answer to this question is that we can see from many panies’ high investments to the name or trademark. The symbol of the American Airlines was collected at a high levy of billion . dollars. And Mobil Oil has granted million . dollars for the selection of trademarks. The organizational psychology, linguistics, sociology and statisticians have taken six years to investigate about 55 national languages and folk, then advise more than 10,000 drafts, and finally select Exxon as its brand which bee the world famous brand. Nowadays, more and more panies spend millions of even hundreds million funds to the activities of advertisement and promotion. In many of the areas, the noises of the petition are increasing gradually. And how to make the customers hear our voice clearly? As the force of the brand name is rising gradually, most of the investments are put in the brand names whatever the modity brands or the pany brands. The brand name is one of the aspects that never change, and it is the requirement to enter into the global market. So, it is worth of trying our best to the brand translation work, and makes it bee one of the invisible properties with great values. 3in on the other hand, an unsuccessful translation to the brand may make the sales of the product fall quickly. In recent years, although many enterprises of our country have made congratulatory achievement in brand translation when they are ready to enter into the international market, there are still some problems need to be solved. In the following, there are unsuccessful cases about the brand translation of the internal and external enterprises, hoping to arise the attention of the readers especially the translators and the export enterprises.“Win at the starting line with a good name” which describes the importance of a good brand translation to the marketing of the corporation said by the experts in Brand Institute of China. As the brand name is considered to be the “golden business card” in export, and we can see the difficult situation that the export enterprises and the translators must face up, so it is significant to find a professional correction to them and do well in translating.ProfessionalNecessityNamingof what’s more, they should pay attention to the innovation and the standardization of the language. From the point of the export corporations, they should put more investment on the brand name’s translation. 2 Introductions to Brand NameIt is wellknown that the trademark of the modity just as human’s name, the word has had been usually referred when the manufacturers would like to build a new brand as the public praise. It would be an invisible property to the enterprises.Aspects……………………….206 Conclusions.............................................................................