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portant to exploit the international market. In the serious completion of the global economy and culture, if the Chinese products wanted to be pushed to the international market, the trademark must be translated very properly. A successful translated trademark could attract the TL (Team Leader) consumers, inspire the beautiful images, and stimulate the purchasing desire.
The American advertising expert, E.S.Lewis proposed the “AIDA” Principle on the advertising in 1998.
A — Attention
I — Interest
D — Desire
A — Action
If the products could be introduced to the other countries very efficiently, the translation of their trademarks also needs to comply with the “AIDA” principle.
Take the translating of “Goldlion”for instance. The English name of it — “Goldlion” plays the important role in sharing the western market, especially in Hong Kong. In Hong Kong there are many Englishmen who take the “Goldlion” as the noble symbol of Britain, and it is very welcome by British. However, most of Chinese people in Hong Kong take “狮” as taboo, because “狮” is pronounced as “死” or “失” in the Cantonese. It is not suitable to use literal translation in the Goldlion. Finally the brand designer took the special way to translate it in Chinese. “Gold” was translated literally to “金”. “Lion” was removed into two syllables, that is , “li”(利) — transliteration, and “on”(来) —free translation. “金利来” is a very lucky name and could be read and remembered very easily, and it is more persuasive, desirable. 　　3.5 The KISS Principle
“KISS” is short for “Keeping It Short and Sweet” (LIU Ying, 2002). Short is that a trademark could carry much information in just two or three words. If a trademark or its translated version is too long or very complicated, the consumers or target consumers could not remember it easily, and then it could not reach the good advertising effect. So not only the trademark, but also its translated version should be concise for people to remember.
The biggest electronic instrument and small computer company — Hewlett-Packard Co. is founded by W.Hewlett and D.Packard. This name is combined the names of the two founders. In a very long time, according to the transliteration, “休利特-帕卡德公司” is used as the Chinese version in the mainland of China. In recent years, it was substituted by another name “惠普”, which is popular in Hong Kong and Tibet. That is because “惠” and “普” are the lucky words in Chinese. When we Chinese people see this name , the imagination of “惠益普及”is obviously emerged. It is clearly that this name is better than the former one, which is hard to remember and does not have any practical meaning connected to the company.
Here “Sweet” refers to the aesthetic value of the trademark, that is, quality of the trademark can create a sense of beauty, either in the form or in the content. The trademark with the aesthetic value will be remembered by more people and survive longer in the competition.
肤美灵: Skinice
百乐美饮料: Belmerry
雪碧: Spririt

IV. Problems of Today’s Trademark Translation 如今商标翻译的问题
4.1 Trademarks without translation
It seems to the author that many Chinese manufacturers have not fully realized the importance of trademark translation. Some translated trademarks of their products reflect an attitude of irresponsibility and rashness of translators. They have not realized that with such an att