On the Problems and Strategies in Trademark Translation

Trademark,which is commonly known as brand,is the logo of commodity produced by manufacturer or operator of goods.Such kind of logo is usually composed of words or graphs,or by the combination of them.The trademarks of this paper refer to the trademark words,or brand names. This paper starts with the characteristics of English and Chinese trademarks,and then exhibits the current situation and problems in trademark translation;puts forward some basic strategies and methods of translation.Finally,some principles are provided to make translation of trademarks much more vivid and more expressive.All the above is to arouse consumers’ desire to buy,which will make the products more competitive.

Application of Nida＇s theory of functional equivalence in trademark translation

Through the introduction of Nida＇s translation principles that should be obeyed in trademark translation, the theory, characteristics of trademark and some essay discussed that the theory of dynamic equivalence （functional equivalence） was applied in trademark translation through the literal translation, transliteration and combination of the both. The essay also pointed out that the theory of functional equivalence was an important theory for trademark translation.

The Cultural Factors in Chinese Trademark Translation

To some extent, trademarks reflect products’practical value and excellent quality, then, a good product should have a good trademark; now, more and more products are being sold abroad. Thus, a good translated name is very important. However,whether they will gain better benefits from the different countries depends not only on their, but also they should have remarkable names that are the trademarks of the products. However, trademark translation is not only a simple process of language transformation, but it is also a kind of intercultural communicative activities. It is affected by many aspects, such as language, culture,religion consuetudinary, psychological factors, aesthetic characteristics, etc. From the perspective of language and culture, it makes thorough analysis to the English translation of Chinese trademarks; so that it makes the readers peculiarly the person who is interested in translating trademarks have a whole understanding for achieving preferable market effect.

A Brief Analysis of Trademark Translation from a Cultural Perspective

Trademark translation is not only a transformation of different languages, but also anintercultural communication activity. If a company intends to expand the international market, successful trademark translation is the first step. This essay analyzes the strategies, principles and methods of trademark translation from the perspective of culture.

The Principle&Method of Trademark Translation

As a particular form of translation,brand name translation is not simply a matter of finding equivalent expressions in the target language for the source brand name,but a process of transplanting cultures as well,which is not easy.In this article,the author expounds the Principle& Method of Trademark Translation in detail.

The Problems in Trademark Translation and Their Solutions

The good translation of trademarks should be accepted by most customers, which is the purpose of the trademarks translation. It arouses people＇s attention to the problems existing in trademark translation. This paper probes two main problematic aspects in trademark translation： the problems in the aspect of the culture and the problems in the aspect of the language. Based on the main translating rule of ＂equivalence principle＂, it attempts to focus on the solutions to tackle the problems.

A Study of the Translation of Automobile Trademark

Name is an interesting thing, almost everything has its name. Nowadays along with the rising of consumption levels in China, the brand name of the car becomes an important topic. And the translation of the name of the automobile is the primary task for establishing the global image of the brand. In this paper, I summarize the translation methods for automobile trademarks and point out the importance of the translation of automobile's trademarks. In addition, this paper explores the trend in the translation of automobile names in China.

Combining Block and Corner Features for Content-Based Trademark Retrieval

In order to retrieve a similarly look trademark from a large trademark database, an automatic content based trademark retrieval method using block hit statistic and comer Delaunay Triangulation features was proposed. The block features are derived from the hit statistic on a series of concentric ellipse. The comers are detected based on an enhanced SUSAN （Smallest Univalue Segment Assimilating Nucleus） algorithm and the Delaunay Triangulation of comer points are used as the comer features. Experiments have been conducted on the MPEG-7 Core Experiment CE-Shape-1 database of 1 400 images and a trademark database of 2 000 images. The retrieval results are very encouraging.

Exploration of Inappropriateness of E-C Trademark Translations

Based upon an exploration of the versions of trademarks mainly from English into Chinese, this thesis illustrates some typical examples of inappropriateness for trademark translations and analyzes some factors that would influence the way a trademark is rendered. In addition, certain tactics for improvement are recommended.

The Elementary Discussion on International Trademark Translation

As enormous transformation is taking place in the whole world because of the influence of economy glo- balization,business and trade are inevitably becoming a fraction of the globalization which results in the internationali- zation of trade marks.Hence,translation of the trade marks is also turning out to be of importance in the exchange of both economy and culture.This paper addresses the principles of the translation of trade marks.It also pointed out that success model of translating lies in catering for the target market aesthetic interest,reflecting its traditional cul- ture value,taking in its culture essence and following its culture fashion.This research aims at achieving a better un- derstanding of brand name translation process and can help to overcome the cultural barriers to successful translations of brand.

Analyses on the Microeconomic Leverage in IPOs＇ Trademark Disposition with Their Parent Companies

By applying the theory of the relationship between microeconomic leverages and corporate risks, this paper discusses methods that the IPOs should choose to dispose the trademark with their parent companies so as to go public with a high issue price. By analyzing their microeconomic leverage effects, this paper points out that each method has its specific effect on risks and the IPOs should choose the method according to its risk factors, existing assets and financial structure to gain risk income and decrease risk losses.

CASES INVOLVING PROTECTION OF FOREIGN TRADEMARKS

Case 1 Protection of SINGERTrademark In November 1995,the Jiangsu NanjingBureau of Industry and Commerceinvestigated and dealt with a case in whichthe registered trademark SINGER for sewingmachines belonging to the Singer Co.Ltdwas infringed upon. From the end of 1994 to early 1995,the Jiangsu New Time Industry and TradeCompany(hereinafter called New Time Co.for short),without permission from thetrademark proprietor,organized the productionof 9,600 sewing-machine heads with

CASE STUDY PIZZA HUT TRADEMARK

In April 1985,the Hoong TaoNominees Pty.Ltd.submittedan application for the registrationof a trademark composed of thecharacters of Pizza Hut and a roofdesign（Hereinafter referred to asthe Pizza Hut trademark）,designated for use on meat,dairyproducts,dry and fresh fruit,edibleoil and vegetable products.Aftera preliminary examination by theTrademark Office of the PRC,themark was approved for registrationand published.Between Februaryand April 1986,Pizza Hut Inc.ofthe US submitted an oppositionto the above-mentioned trademarkapplication in accordance withArticle 1 and Article 6 of the ChineseTrademark Law and Article 6bis ofthe Paris Convention for theProtection of Industrial Property.

Korean red ginseng,a well-known medicine

The efficacy and applications of ginseng are also described in many other journals of Oriental medicine,which rate ginseng as a master medicine that plays a major role in prescriptions． Dr.I.I.Brekhmann.a Russian

On Cultural Intension of Trademarks' Translation

Trademark is developing rapidly nowadays,it has direct effects on people’s daily life in many aspects.Translation of trademark plays a very important role in this highly competitive society.This paper tries to approach the the translation of the descriptions of import and export goods and the trademarks from the angle of cultural differences.Translation of trademarks can transmit plentiful information from the commodities effectively.Here is the summary of some important principles and six methods on how to translate the trademarks.

Cases of Review and Adjudication and Lawsuit Involving Trademark Composed of Combination of Colours

Case 1 The English applicant, the Standard Chartered PLC, filed, on 18 April 2002, an application with the Trademark Office for registration of a device trademark (See Fig. 1 below; hereinafter referred to as the trademark in point) in goods of class 16 of the International Classification, such as "paper, card board, book, magazine, and stationery". The applicant stated in the application that the trademark in point was one composed of combination of colours. Upon examination, the Trademark Office issued...

Foreign Registered Trademarks in China are Protected

Since opening to the outside world, China has paid close attention to the protection of the intellectual property by legislative means. The administrations of industry and commerce and the people’s courts at all levels have handled a lot of trademark infringement cases.effectivelv protecting the exclusive right of foreign registered trademarks in China. In this issue we select some cases to let our readers know how foreign registered trademarks have been protected in China.

Study on Conflict of Trademark and Trade Name Right

The trademark right refers to the dominating right that the trademark owners enjoy on the use of the trademark, which is an important intellectual property right. The objects of the trademark right should include all the rights of the use of the trademark, which not only include the registered trademark, but also include the unregistered trademark that has been used. The trade name is the logo of the legal persons or other organizations in the civil and commercial activities to mark themselves and differ from others.

Subscribe to China Patents & Trademarks

The Chinese/English bilingual quarterly China Patents & Trademarks is a professional publicationsponsored by China Patent Agent (H.K.) Ltd.The journal commenced publication in April 1985 and hasbeen edited and published in Hong Kong for distribution in China and abroad.The main contents carried by China Patents & Trademarks are:guidelines,policies,laws and regula-tions relevant to intellectual property,economy and trade in China;matters related to the practical workof patent application,trademark registration and copyright protection in China;concrete examples