A Study on Trademark Translation Strategies from Cross-Cultural Perspective

As a communication medium, business English plays as a pivotal role in international communication and cooperation, among which trademarks translation plays as a significant part. A good trademark can stimulate consumers' desire to purchase and help enterprises become outstanding in the fierce international competition. Therefore, trademark translation is of great significance in expanding the sales market of products for an enterprise. However, while paying attention to translation rules, translation of trademarks should also take into account cultural diversity. This paper summarizes translation principles and specific manifestations of cultural differences. Meanwhile, the paper explores the trademark translation strategies and methods from the cross-cultural communication perspective. It is believed that this essay will be helpful for trademark translation.