本文在对已有英汉翻译标准进行综述的基础上,进一步讨论了商标名称的翻译标准。商标名称有其独特的商业广告语言特点,单纯借用传统的翻译标准进行研究显然是不够具体的。本文对国内常见的知名品牌进行分类讨论后发现,商标名称的翻译可以考虑非传统的翻译标准,采用音译为主的翻译方法。 Based on the review of existing English-Chinese translation standards, this article further discusses the translation standards of trademark names. Trademark name has its own unique commercial advertising language features, simply borrowing traditional translation standards for research is clearly not enough specific. This article classifies the common domestic famous brands and discovers that the translation of trademark names can consider non-traditional translation standards and adopt transliteration-based translation methods.