Although a simple and easy to pronounce trademark can attract consumers’ attention and improve the products’ recognition, it is also important that trademarks should be different from the similarities. Thus, to be distinctive is another requirement of trademarks. Distinctiveness can help consumers not to be confused with other trademarks when they hear or read it. For example , 联想 is a famous computer trademark in China. It is translated into Lenovo. Lenovo can easily be differentiated from other computers. Because Lenovo is a coined word. It can associate with the word “legend”, which is particular and always related to romance.

　　3.1.4 Adapting to National Culture

　　When we translate trademarks mutually, cultural factors should be considered. Consumers in different parts of the world have different attitudes towards trademarks. Because differences in cultural values, economic development and other factors across nationalities.

　　Chinese and English belong to two different language systems. Trademarks of these two languages embody their own cultural features. For example, 白象 is a battery trademark in China. When it is translated into White Elephant in American market, nobody is interested in it, because it symbolizes cumbersome and useless thing in English. Another example is“蝙蝠”（electronic fan）. In Chinese culture, “蝠” is a homophone of“福”. It symbolizes envy and the embodiment of prostitute. So, when the electric fan with the English version“bat”entered the western market, it soon proved to be a failure.论文范文http://www.chuibin.com/

　　From the above analysis, we can see the translation of the trademark can attract more consumers with the above four linguistic requirements.

　　3.2 Methods of Trademark Translation

　　Trademark translation is basically a type of practical translation. In trademark translation, the translator would employ various methods or strategies. This part mainly introduces four of them. They are transliteration, literal translation, free translation, combination of transliteration and free translation.

　　3.2.1 Transliteration Method

　　Transliteration is a method that translates the original trademark into the similar or same target language according to the source pronunciation.

　　There are many advantages of this method. The first one is translating fast and convenient. The second one is thus-translated trademarks are easier for target consumers to pronounce and memorize. The third one is this method can reflect the products’ features of a foreign country and it is full of an exotic atmosphere. The fourth one is that this method can keep the original flavor of trademarks and show the origin or quality of products. The fifth one is that trademarks are transliterated in order to cater to the foreign consumers’ general preference for foreign goods because these trademarks sound more foreign like.

　　In trademark translation, transliteration is widely used. Many trademarks are translated in this method. These trademarks are divided into two kinds.

　　The first kind is trademarks are translated only according to the original pronunciation.

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