The Introduction of Trademark

According to R. Heis, an American economist: “A brand name, i.e. trademark is a name, form, sign, design or a combination of them that tells who makes it or who sells it, distinguishing that product from those made or sold by others.” (Guo Guilong & Zhang Hongbo, 2008: 100) A trademark is just like a product’s name, which is the representative of the image of a company and the symbol of quality. In promoting sales, the trademark plays a very important role in arousing consumer’s desire to shop, bringing the huge economic benefits and even in determining the survival of a company.

With China’s joining to the WTO, China strengthens cooperation with other countries, including increasingly frequent economic and trade exchanges. How to introduce our products to foreign countries, bring foreign products into the domestic markets and conduct a successful sales business has become quite important. Therefore, a successful translation of trademark becomes urgent and necessary for the enterprises. While trademark translation is not only a simple conversion from one code to another, but a clear intention of the cross-language commercial, a special cross-cultural communication activity. Thus, it is vital for us to pay more attention to the principles and methods of trademark translation.

Chapter1 The Characteristics of Trademark

Though there are various definitions of trademark, they share something in common. In general, a trademark should be simple and easy to remember, and should be distinctive and favorably associative.

1.1 Simple and Easy to Remember

It is a basic requirement for a trademark to be simple and easy to spell. Choosing short and simple words for composing trademarks will help consumers comprehend them more easily, because simple and short words are easy to keep in memory. Nowadays, with the fast development of economy, more and more trademarks