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众所周知,商品的商标如同人的名字,是厂家建立一个品牌口碑时最常被提到的字眼,也是企业无形资产的重要组成部分。随着全球经济一体化进程的加快,国际贸易已经成为促进世界各国经济发展的重要动力,商标译名则对于商品在本土以外的销售情况起着举足轻重的作用。正如美国学者艾·里斯所说:“一个译名的好坏,会带来销售业绩千百万美元的差异。”上海财经大学副教授党芳莉也指出,我国出口企业正面临国际文化差异造成的传播障碍与风险,因商标翻译失误影响商品出口的案例时有发生。
As we all know, the trademark of a commodity, like the name of a human being, is the most frequently mentioned term when building a brand reputation and is also an important part of an enterprise’s intangible assets. With the acceleration of global economic integration, international trade has become an important driving force for promoting the economic development of all countries in the world. Trademark translation plays a decisive role in the sale of goods outside their home countries. As American scholar Ai Liesi said: “A translation of the good or bad, will bring sales millions of dollars difference.” Shanghai University of Finance and Associate Professor Dangfang Li also pointed out that China’s export enterprises are facing international cultural differences caused by the spread of obstacles And risk, because of trademark translation errors affecting the export of goods cases have occurred.