商标翻译的策略和原则

商标是一种特殊的语言符号，是商品显著特征的浓缩，是商品文化的核心部分，是企业参与国际竞争的有力武器。在国际化的今天，商标的翻译已成为企业形象战略中重要组成部分，是商品进入他国市场的桥梁之一。本文借鉴并吸收了一些翻译方法，通过一些典型商标的举例，总结归纳了一些商标翻译的策略.文章最后还针对不同策略的商标翻译提出了需要注意的事项。

关键词：商标；翻译；全球竞争；策略；原则
The Tactics and Principles of Trademark Translation

Abstract

Trademark is a special linguistic notation and the condense of commodity’s distinctive characteristics. It is the core of commodity culture as well as a forceful weapon for enterprises to engage in international competition. Today as a globalized time, trademark translation has been a significant part of company’s strategies in image establishment and a bridge for products to enter other countries. This article will conclude some tactics of trademark translation by taking some typical trademarks for example on the basis of methods other people have referred to and some points supposed to be stressed will be involved in the end.

Key words: trademark; translation; global competition; tactics; principles

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