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1、1.IntroductionWiththedevelopmentoftheglobaleconomicintegration,competitionisbecomingfiercer.Ifenterpriseswanttorushintothetopoftheworldeconomy,theyhavetocreatethecommodityofworld'sbrand?Howtomakecommoditysinkdeepintotheheartsofpeople?Trademarktranslationplaysthekeyrole.Thequalityofthetrademarka
2、ffectsthecommoditydirectly,especiallytheimagesandsalesoftheproducts-Inordertoholdimpregnablepositionintheintensemarketcompetition,businessmenhavetodomorethingsontrademarktranslation.ThedifferentculturesbetweenChinaandWesternCountriesbringmuchmoretroublesfortranslationoftrademark.Inordertomaketh
3、eirproductsmoreattractiveinforeignmarkets,businessmenhavetodothetranslationsoftrademarkswell.Thenameoftrademarkissimilartothatofhuman.Trademark,definedbyTheOxfordEnglishDictionary,isthatamark(securedbylegalregistrationor,insomecountries,establishedbyuse)isusedbyamanufacturerortradertodistinguis
4、hhisgoodsfromsimilarwaresofotherforms,afancynameortradename,orthenameofanindividualorfirm,maskedorimpressedonthearticleoruponthepackage,etc.,inorwithwhichissold?Atrademarkissomewhatlikeaperson'sface.Ithasitsowncharacteristics?Agoodtrademarkshouldincludethreecategoriesofaproduct;theyareinstructi
5、on,estheticattractionandculturalinfonnation.Instructionistodescribeitssignificanceandfunction;estheticattractionistoarousepeopleinterest;culturalinformationactsasaculturalenvoy.Eachtrademarkhasitsowncharacteristics,whicharedifferentfromotheronestocaterforcertainconsumerswithitsownqualities?Sinc
6、econsumersareusedtojudgingaproductaccordingtoitstrademark,advertisersshouldmakethebestuseoftrademark.Itissaidthattrademarkiseffectiveifitdoesnotleadcustomerstojusttheopposite?Famoustrademarksserveasintangiblecapitals,exertingsogreatinfluenceoncustomers9decisiononpurchasesintheeconomicmarketinCh
7、ineseandforeigncountries?Tosomeextent,wecouldsayiftrademarksarepopular,enterpriseswillbecomepopular.Trademarkisnotonlytherepresentativeoftheproduct'simage,thesymboloftheproduct'squality,butalsotheguaranteeoftheintellectualproperty
