Abstract: The Chinese phrase “跨文化交际” is translated from English phrase “intercultural communication” which means the personal communication and the interaction happening between people from different cultures. With the development of science and technology, on the way to the global economic integration, the communications between countries and people are more frequent than before. The intercultural communication is going on all the time. And at the same time, the international business is operated by more and more enterprises. The enterprises from different countries open their own overseas markets to get more benefits. They exert themselves in the struggle for reach the goal of the success. How to let the overseas market people accept their brands and buy the products is an important problem for the enterprises. This article emphasizes the brand’s important role in the international business and tells us that on the condition of different cultures, in order to let the target market people accept the brand and buy the products more easily, we should translate the brand name more effectively.

Key words: culture; communication; brand; acceptance

摘要：“文化交际”这个概念是从英文的“intercultural communication”翻译过来的，指的是不同文化背景的个人之间的交际，也就是不同文化背景的人之间所发生的相互作用。随着科学技术的发展，社会的进步，全球一体化的进程下，国与国，个人与个人的交流日益频繁，实现着跨文化交际。与此同时，国际商务交流也越来越广泛。不同国家的商家都在扩展自己的市场，扩大自己的效益，他们都在为有效达到商业的目的而努力奋斗。如何使他国人民接受自己的品牌，购买自己的产品，就成为了商家们要解决的一大问题。本文着重讲了在国际商务活动中品牌起的作用和在文化不同的情况下，面对国际市场时，如何更好的来翻译品牌名称以实现对品牌的更好运用，使新的市场的人更容易接受新的品牌和购买产品。

关键词:文化；交流；品牌；接受