20世纪90年代以来,在经济全球化的影响下,世界经济逐渐融为整体。在此背景下,我国许多本土品牌开始在全球范围内扩展市场,而商标的翻译便是这些品牌在“走出去”的过程中面临的首要问题。本文结合当下经济背景,从信息传播、迎合消费心理、扩大品牌影响力等方面探究本土品牌商标翻译的重要意义。 Since the 1990s, under the influence of economic globalization, the world economy has gradually merged into a whole. Against this background, many local brands in our country have begun to expand their markets around the world, and the translation of trademarks is the primary issue facing these brands in their “going out.” This article combines the current economic background, from the information dissemination, to meet the consumer psychology, expand brand influence and other aspects of the significance of the local brand translation.