Abstract: With the increasing globalization of world economy and China's entry into the World Trade Organization, a great number of Chinese products flood into foreign market and foreign products into Chinese market. Then how to make their products or commodities better understood and accepted, and even welcomed by the consumers in the target market is the first and foremost matter to be taken into consideration. This thesis attempts to explore the approaches for brand name translation from cultural perspective. On the basis of background, this paper analyzes the effects of the factors on the translation of brand names and brand names translation method. Finally it puts forward the principles of translating brand names.

Key words: brand name; brand name translation; culture

摘要：随着经济的全球化和中国加入世贸组织，许多的中国产品涌入国外市场，同时许多国际品牌进入中国，如何使这些产品更好的被理解与接受是我们需要考虑的事情。本文从跨文化的角度来探索品牌的翻译策略。在对研究背景进行大致概述的基础上，本文分析了影响品牌翻译的因素，研究了品牌翻译的方法，最后提出了品牌翻译的原则。

关键词：品牌；翻译；文化