Abstract: As the name card of a product, trademark plays an important role in marketing. It is the core part of commodity culture and the powerful weapon for enterprises to compete in international competition. Meanwhile, trademark is a special linguistic sign. Trademark translation is the process from decoding to coding and the process of recreating and further processing. From the crossculture perspective, it is a kind of linguistic communication activity. In the practice of trademark translation, translators should take full consideration of language recognition, cultural gaps and crosscultural factors. According to cultural equivalence principle, they should adopt appropriate methods and strategies to convey the original cultural meanings and images to the largest extent.

Key words: trademark translation, cultural equivalence principle, cultural gaps

摘要： 商标作为产品的名片在市场营销中发挥着重要的作用，它是商品文化的核心部分，是企业参与国际竞争的有力武器。商标也是一种特殊的语言符号，其翻译是由解码到编码的逆向转化过程，是跨文化意义上的语言交际活动。在商标翻译的实践中，要充分考虑语言认知和文化差异以及跨文化因素的影响，根据文化对等原则采用正确的方法和策略，尽可能传递出原商标名的文化内涵与意象，最大化地保留原名的原汁原味。

关键词: 商标翻译, 文化对等原则, 文化差异