Abstract: Translation of brand names is a form of intercultural communication. However when we translate the English trademarks into Chinese ones, language laws, cultural psychology, aesthetic interest and some other factors will be involved. When translating trademarks, the translators should pay attention to the characteristics and skills of the trademark to improve the quality of translation. The translation should demonstrate the peculiarity of the product with creativity. This paper starts with the characteristics of trademark translation and then exhibits the principles of it; puts forward some strategies of trademark translation. Finally, expectations are made for the future investigation with the hope to make profits and assist the intercultural communication on the basis of improving trademark translation.  .

Key words: trademark translation; characteristics; principles; strategies 

摘要：商标翻译是一种跨文化交际形式，不管是中文商标的英译还是英文商标的汉译，都会涉及到语言规律、文化心理、审美情趣等方面的因素。商标翻译者在翻译时，应了解商标翻译的特点、技巧，提高商标翻译的质量。翻译要显示商品特性，同时力求合理新颖。本文以介绍商标翻译的特点为出发点，讲述其翻译原则，提出一些基本的翻译策略，最后做出一些展望。希望在提高翻译水平的基础上为我们大众市场带来经济收益，对跨文化交际提供帮助。

关键词：商标翻译；特点；原则；策略