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o many trademarks transliterated with such Chinese characters as “特”, “斯” and “克”, for instance, “赛特”, “飞亚特”, “阿尔法特”, “迪斯”, “真维斯”, “高斯”, “伊莱克斯”, “别克” and “星巴克”.
Due to the different cultural background in China, translations of trademarks often have different versions. For example, “Head & Shoulder’s” is translated as “海伦仙度丝” in Taiwan; while in mainland, it is translated as “海飞丝”. The different translation versions of the same foreign trademark will cause inconvenience and confusion to customers. It is harmful for the manufacturer to establish a uniform image.
The problems mentioned above suggest that trademark translation is still not satisfying. One of the most important causes of those problems, in the author’s view, is that both translators and manufactures have not put response of customers at the first place.
“A trademark has an existence different from an actual product or service: it has a life of its own”. The quality of translation of a trademark will directly influence the sales of the product. Translators should consider “elegance” or aesthetic factors in trademark translation; while manufacturers, especially Chinese ones, should try to internationalize their trademarks to better adapt to the market.

V. Conclusion 结论
Along with the economic globalization, many Chinese goods are exported to the foreign market, and also many foreign products are imported to China. The translation of the trademark is very urgent and important. However, there are still some problems in the translation of the trademarks. The problems rising from trademark translation is worth concerning. In today’s market, trademark translation, especially translated from Chinese to English, still has a long way to go. Trademark translation should be treated as an art, which requires careful study and consideration. Both translators and manufacturers should pay enough attention to it. It is a process of reproducing and recreation of the original attractiveness. Different translators’ aesthetic values and various features of the products will jointly influence the effects of trademark translation. Translators should choose different approaches flexibly in the process to achieve the best aesthetic effects and attract more customers.
Customers’ response is the only criterion to judge the quality of a trademark translation. Only those customer-oriented renderings will be accepted and remembered, and could they be the final winners in the market.

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