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。它既是标识,又是诱饵,最终是要招揽顾客,出售商品。商标翻译符合符号学的翻译观,是由解码到编码的过程,是两种文化的移植。好的商标翻译可以给企业带来巨大的财富;反之,糟糕的商标翻译可以让企业损失惨重,所以企业的生死存亡与商标翻译息息相关。同时商标翻译能够拓宽语言学研究空间,丰富语言学的内涵,促进语言理论研究与实际应用的有机结合。本文收集了一些典型商标,经过系统的分析,借鉴并吸收了一些翻译方法,重新总结归纳了一些英文商标汉译的策略,本文还针对不同策略的商标翻译提出了需要注意的事项。 Trademark is a special linguistic symbol, is the concentration of the salient features of commodities, is the core part of the commodity culture, is a powerful weapon for enterprises to participate in international competition. It is both a logo and a bait, which eventually entails attracting customers and selling goods. Trademark translation in line with semiotics translation concept, from decoding to coding process, is the transplantion of two cultures. Good trademark translation can bring tremendous wealth to the enterprise; on the other hand, the bad trademark translation can make the enterprise suffer heavy losses, so the life and death of the enterprise is closely related to trademark translation. At the same time, trademark translation can broaden the linguistic research space, enrich the connotation of linguistics and promote the organic combination of linguistic theory research and practical application. This paper collects some typical trademarks, systematically analyzes and draws on some translation methods and summarizes some tactics of translating Chinese trademarks into Chinese. This article also points out the issues requiring attention in trademark translation for different strategies.