在当今激烈的市场竞争中,越来越多的企业已逐步意识到品牌是企业巨大的无形资产。本文通过梳理品牌的语言特征与功能,借助接受理论的核心概念,即读者的地位和作用、期待视野、视野融合与视野变化对品牌翻译进行系统研究,期待对品牌翻译有所裨益。 In today’s fierce market competition, more and more enterprises have gradually realized that the brand is a huge intangible asset of the enterprise. This paper systematically studies the brand translation through the review of the brand’s language features and functions, the core concept of accepting theory, that is, the reader’s status and role, the expectation of horizons, the integration of horizons and the change of horizons. It is hoped that this will be beneficial to brand translation.