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1.Cultural Factors
A basic definition of culture is provided by E.B Tyler（Ferraro，16）over a century ago.The culture is that complex whole which includes knowledge，belief， art，morals laws，customs， and other capabilities and habits acquired by man as member of society. In addition to this working definition，a number of features of the concept of culture should be made explicit.
Firstly，culture influences biological process.If we stop to consider it，the great majority of our conscious behaviors are acquired through learning and interacting with other members of our culture， even those responses to our purely biological needs are frequently influenced by our cultures. For example， “Fang Fang” is a Chinese Pin Yin brand name for“芳芳”.But precisely.“Fang” in English is a sharp and long tooth， especially of dogs， wolves and poisonous snakes.Secondly，culture is translated through the process of learning and interacting with one’s environment rather than the genetic process. Lastly，cultural peculiarities.Just as the combination of biological and cultural universals tends to generate linguistic universals，so will differences in one or more of these respects give languages their unique grammatical and lexical structures.
2. Definition of Trademark
The trademark is closely related to commodities， which deprives from and evolves with the development of commercial economy. Primarily， Chinese vocabulary does not contain the word， “trademark”. In the past “trademark” was translated as “牌” ， “商牌”. “貨牌” etc. Today it is generally translated as “商标. What does the word “trademark” mean specifically？ The definition by WIPO， World Intellectual Property Organization is： The trademark is a sign that is used for identifying the products of an industry or a commercial enterprise or a group of such enterprises.
3. The Differences between Trademark and Brand
As the definition of trademark is clarified， another question will inevitably arise： what’’s the meaning of brand？ Is it the faille as，or different from trademark.If they are different， then what are the differences？
From the above interpretation it can be inferred that the conception of trademark is related to but different from the idea of brand name. Semantically， trademark is used in a broader way than brand name. The meaning of brand name is only one part of that of trademark. The trademark covers two parts： the linguistic part， and the non—linguistic part. The former is connected with a language and therefore is translatable， while the latter appears as a mark， a pattern， a color or a logo. It is untranslatable and can only be duplicated.
4. Translation of Trademarks and Cultural Influencing Factors
Trademark is a sign representing cultural characteristics in different nations， societies and times，It serves out only its expected function as information is communicated；it is also employed in a symbolic manner to identify a brand’s country of origin.Today，well—known brand names have become ‘cultural icon’ and enjoyed powerful advantage over the competition.
5. Summary
In this paper， we touch upon various aspects about trademark. To coin a brand new trademark is the main stream of trademark denomination nowadays.Therefore， it should become a common practice as well when a Chinese trademark is introduced abroad.
Bibliography
1. Assael，H.1990Marketing：Principles and strategy.Chicago：The Dryden Press.
2. Li Zhengyi. 2001.A Cultural Impact on International Branding：A case of marketing Finnish Mobile phones in China.
A basic definition of culture is provided by E.B Tyler（Ferraro，16）over a century ago.The culture is that complex whole which includes knowledge，belief， art，morals laws，customs， and other capabilities and habits acquired by man as member of society. In addition to this working definition，a number of features of the concept of culture should be made explicit.
Firstly，culture influences biological process.If we stop to consider it，the great majority of our conscious behaviors are acquired through learning and interacting with other members of our culture， even those responses to our purely biological needs are frequently influenced by our cultures. For example， “Fang Fang” is a Chinese Pin Yin brand name for“芳芳”.But precisely.“Fang” in English is a sharp and long tooth， especially of dogs， wolves and poisonous snakes.Secondly，culture is translated through the process of learning and interacting with one’s environment rather than the genetic process. Lastly，cultural peculiarities.Just as the combination of biological and cultural universals tends to generate linguistic universals，so will differences in one or more of these respects give languages their unique grammatical and lexical structures.
2. Definition of Trademark
The trademark is closely related to commodities， which deprives from and evolves with the development of commercial economy. Primarily， Chinese vocabulary does not contain the word， “trademark”. In the past “trademark” was translated as “牌” ， “商牌”. “貨牌” etc. Today it is generally translated as “商标. What does the word “trademark” mean specifically？ The definition by WIPO， World Intellectual Property Organization is： The trademark is a sign that is used for identifying the products of an industry or a commercial enterprise or a group of such enterprises.
3. The Differences between Trademark and Brand
As the definition of trademark is clarified， another question will inevitably arise： what’’s the meaning of brand？ Is it the faille as，or different from trademark.If they are different， then what are the differences？
From the above interpretation it can be inferred that the conception of trademark is related to but different from the idea of brand name. Semantically， trademark is used in a broader way than brand name. The meaning of brand name is only one part of that of trademark. The trademark covers two parts： the linguistic part， and the non—linguistic part. The former is connected with a language and therefore is translatable， while the latter appears as a mark， a pattern， a color or a logo. It is untranslatable and can only be duplicated.
4. Translation of Trademarks and Cultural Influencing Factors
Trademark is a sign representing cultural characteristics in different nations， societies and times，It serves out only its expected function as information is communicated；it is also employed in a symbolic manner to identify a brand’s country of origin.Today，well—known brand names have become ‘cultural icon’ and enjoyed powerful advantage over the competition.
5. Summary
In this paper， we touch upon various aspects about trademark. To coin a brand new trademark is the main stream of trademark denomination nowadays.Therefore， it should become a common practice as well when a Chinese trademark is introduced abroad.
Bibliography
1. Assael，H.1990Marketing：Principles and strategy.Chicago：The Dryden Press.
2. Li Zhengyi. 2001.A Cultural Impact on International Branding：A case of marketing Finnish Mobile phones in China.