商标翻译:在功能对等的基础上重新命名

Trademark Translation:Renaming on the Basis of Functional Equivalence

一、引言商标,作为一种产品甚至于一个企业的标志,对于宣传产品,树立良好的企业形象,挖掘国际市场潜力和促进国际贸易的发展,起着重要的作用。商标翻译越来越受重视。

A trademark is like a person＇s name, and its basic function is to identify a product and attract customers. On the basis of functional equivalence, trademark translation should adopt methods like complete renaming, approximation in pronunciation, and approximation in literal meaning. When the last of the three methods is used, negative association of the target version should be avoided in order not to destroy the function of the trademark.