中文摘要：自经济全球化以来，跨国贸易逐渐成为主流，使得商标翻译兴起。在外文商标的中文翻译中不乏佼佼者，然而中文商标的英译还有很长一段路要走。本文将在翻译目的论的指导下以搜集的商标翻译实例进行简要分析，说明目的论对于商标翻译的可适性和在商标英译中应采用哪些翻译方法。在文章末尾将对本文进行概括并提出一些建议。

关键词：目的论，商标英译，翻译方法

CONTENTS

中文摘要

Abstract

1.Introduction .1

2.Literature Review.1

 2.1 Overview of brand name1

  2.1.1 Definition of brand name.1

  2.1.2 Formations of brand name.2

  2.1.3 Functions of brand name3

   2.2 Overview of brand name translation..4

3.Applicability of Skopostheory to C-E Translation of Brand Name.6

 3.1 Brief introduction to skopostheory6

 3.2 Three rules of skopostheory.7

  3.2.1 Skopos rule7

  3.2.2 Coherence rule7

  3.2.3 Fidelity rule.8

 3.3 Applicability of skopostheory to C-E translation of brand name.8

4.Approaches to C-E Translation of Brand Names Based on Skopostheory.9

 4.1 Literal translation9

 4.2 Free translation11

 4.3 Pinyin translation13

 4.4 Homophonic translation.15

 4.5 Combined translation.17

5. Conclusions.18

Works cited.20