Methods of Translating English Trademark into Chinese

With the rapid development of the economy and the China's entering the WTO and opening to the world, commodities play a more and more role in our economic and social life. And many factures and corporations has realized that if they want to make more profit from their products, they must be sure that the products can enter the international market and be recognized by the customers. So product designer or corporation founders create various trademarks, which is in order to make customers familiar with their products. Trademark is the symbol of the product itself and the image of a corporation. In the international trade, recognizablity of the trademark decides the popularity of the commodity. Thus an easily recognizable and attractive trademark matters very much in the intense competition with other products. In the past decades in China, how to make a trademark attractive and recognizable had been took in the point, but how to make a attractive trademark known by more people living in different areas throughout the world and speaking various languages did not get much attention. Globalization of the economy makes people realize that the trademark should be also international. When comes to internationalization of trademark, translation of trademark are so important, especially good methods and skill of translation. Maybe a trademark can be popular with domestic customers but its translated trademark unpopular outside the country. Why? In fact , the translator neglect the methods of translation, he may translated the trademark directly with nothing changed. Recent years, a lot of researches about trademark translation have been taken. Zhang likun. (2006) hold the opinion that trademark is part of advertisement, fully reflecting the reputation of a corporation, and a good trademark can impress customers so that have positive effects on sales. He thinks that when translating trademark, we do not only think about keeping the original meaning of the trademark but also meeting the customers' mental need, which should be reflected by the translated trademark, and he has given three methods of translation of English trademark into Chinese. Zhang yange. (2007) insists that brand strategy has been an important way to win the international competition among countries and a trademark is a legal registered brand, which helps customers make a distinction from other products. When translating trademark, we should respect the culture of the country where the products will be sold and keep the element of original culture contained in the trademark. But mainly focus on the factors of affecting translating trademark. Zeng chen. (2007) writes trademark is a bridge between manufactures and customers and that a successful trademark should stimulate people's imagination about the commodity and desire of purchasing. He finds that since differences in language exist in different minorities, when translating the trademark, we should not only do not neglect