The translation of trademarks is a kind of cross-cultural communication activity.

The image and connotation of a trademark is playing an increasingly important role in the fast-developing and fierce competitive market economy.

Every trademark word is culturally loaded.

Like other translation,translation of brand names is a kind of cross-cultural communication,involved in language rules,regional cultures,consumption psychology,orientation of value and other factors.

Coined English brand names are created according to the principles of linguistics,culture,psychology,marketing and aesthetics,as well as the attributes and functions of products.

The brand names generally contain specific meanings of a particular culture.

A brand name consists of words,letters and numbers which may be vocalized.

The ultimate purpose of brand name translation is to maximize its economic returns, i.

This paper argues that functionally culture image attached to a brand name is the core meaning and should be reasonably transferred into the target language under the guidance of "Skopos theorie" in brand name translation so that respect is paid to the culture of the target language.

Language contact,as a kind of catalyst,induces great changes in Chinese lexicon,among which trademark words are also changing in two domains: The former Chinese Pinyin trademark words are changed into English trademark words;there are coined English trademark words as well as proper name trademark words and common word trademark words.

Homophone translation,a new translation method with distinctive Chinese features,has been widely and successfully used to translate foreign trademark words in recent years.

This paper focuses on the coinage of trademark words on the basis of word motivation.

The translation of trademarks differs from that of texts in two aspects:the translation of trade- marks involves nor grammar nor contexts;the Chinese and English trademarks have their respective functional features and different ways they are named.

The translation of trademarks is a kind of cross-cultural communication activity.

This paper, employing the principle of translation equivalence, reflects on the strengths and weaknesses of the translations of the trademarks of China s 191 famous export commodities and puts forward some effective suggestions as to how to improve the translation of such trademarks.

The paper introduces the concept of meme and its life cycle,expounds the reason why idioms,common sayings,famous remarks and classic poems become successful memes and propagate in trademark words.

The emergency of English trademark words of Chinese goods owes much to the purpose of surviving the sharp international competition by adapting to the contexts such as the social world,the mental world,the physical world and the communicative intentions.