As enormous transformation is taking place in the whole world because of the influence of economy glo- balization,business and trade are inevitably becoming a fraction of the globalization which results in the internationali- zation of trade marks.Hence,translation of the trade marks is also turning out to be of importance in the exchange of both economy and culture.This paper addresses the principles of the translation of trade marks.It also pointed out that success model of translating lies in catering for the target market aesthetic interest,reflecting its traditional cul- ture value,taking in its culture essence and following its culture fashion.This research aims at achieving a better un- derstanding of brand name translation process and can help to overcome the cultural barriers to successful translations of brand.
