【正文】 ods: 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。 otherwise the good product cannot sell out. So it requests the translator should consider the culture and the historical perspective fully. For example, if “Goldlion” (men’s clothes) is translated into “金獅”, it has a homophonic one as “金失”. That is the taboo of factory. They believe that if they use the translated name, the product never be sold well in China. But “金利來”is a lucky name. It has already been familiar and loved by consumers. Another example is Japanese car manufacturer “Toyota” presents a kind of luxurious car whose brand name is “Lexus”. When the car begins to sell in china, the administrant of Toyota pany decided to translate “Lexus” to Chinese “凌志”. To the mainland Chinese, the name may recall their memory about Chairman Mao’s majestic poem “久有凌云志，重上井岡山”. So when we translate brand names, we have to choose propitious names meticulously. Functional EquivalenceA realistic definition of functional equivalence is stated as: “The readers of a translated text should be able to prehend it to the point that they can conceive of how the original readers of the text must have understood and appreciated it.” This principle is obviously applicable to brand names translation. As far as Chinese brand names are concerned, functional equivalence means that the renderings must be able to inform people of the functions, characteristics and values of the products as the original brand names do. For example, “鉆石” (watch) should be translated into “Diamond” rather than “Zuanshi” since “Diamond” hints to Englishspeaking people the value of this kind of watch as “鉆石”does to Chinese people, while “Zuanshi” does not perform this informative function. So, the renderings should create a sense of beauty either in form or in context to the same or similar extent to the original ones. 4 Methods of Brand Names Translation The brand names translation should be based on the characteristics of the goods, the pronunciation and meaning of trademark, English word formation, and the target language 39。s translated into “Fangfang” in transliteration. English readers look at this brand name will arise a terrorist sense, because the “fang” is an English word and its meaning is ① along, sharp tooth of a dog。 on the contrary, if the brand name is easy to arouse people39。 Turks absolutely prohibit the use of colors materials furnished living room, they think that color is an ill omen。s name, according to Chinese customers psychological shopping idea and cultural environment, and respect for knowledge, the translator boldly translated as “博士倫”, is really distinctive. Differences in Cultural TaboosIn the international merce, we can find easily that the product which uses the same brand name is weling in some countries, but in other countries it may be treated coldly. Whether the brand name can be “in Rome do as the Romans do” is very important to cater to the aesthetic sense of consumer. Wang Zuoliang said: “A translator must be a real educated person.” It is undoubted problem that how to get rid of the barrier which is caused by nation’s cultural diversity in the brand name translation. The translation of Chinese brand name into English may do wrong easily, if the translator doesn’t have good prehension of the target language and its culture.Therefore, in the brand names translation, we should pay attention to cultural taboos. Regardless of any country or nation, there are many kinds of taboos. For the national customs formed thousands of years, we should give the necessary respect, it also affects the market for export modities. For example, the British do not like elephants, quite like the panda, Italians and Spanish like roses, chrysanthemums limited, Japanese taboo lotus, foxes and badgers, but like cherry, turtles and ducks, Russians think that yellow roses means unlucky and tear up, the French and the Belgians suppose that walnuts, peacocks and chrysanthemums are ominous thing, some North Africa countries taboo a dog pattern。 Nestle milk powder means “fortable” and “snuggle”, such as birds usually are taken well care in the nest.2 Cultural Differences between Countries The Easterners and the Westerners live in different parts of the earth, which makes them unavoidable to have the different material conditions, thinking patterns and actions. Therefore, the Chinese and the Westerners have different cultures, ways of life , traditional habits, historical stories and political and economical systems and so on . For language is a tool to describe all of these , Chinese and English speakers have differences in ways of expression and linguistic cultures. The same is true with the Chinese brands and English ones , Then, it is necessary to pay attention to the cultural differences. The following are some aspects of culture differences in brand names translations . Differences in the Ways of ThinkingThe main differences in ways of thinking between the British and the Chinese have reflected in the dialectical thinking and logical thinking. The dialectical thinking of Chinese people emphasizes the unity of opposites and the moderation and supposes, both things have a good side and a bad side. On the con