随着经济全球化的发展，越来越多的商品品牌开始走出国门，参与到国际竞争中。而商标名称作为商品的重要标志，其翻译成功与否，很大程度上决定着商品能否成功打入世界市场。因此，商标的翻译需要有正确的理论进行指导。1964年，美国翻译理论家尤金•奈达在《翻译科学探索》一书中，首次提出了“动态对等”理论。与翻译界传统的“形式对等”不同，“动态对等”强调读者的反映，即译入语读者对译文的反映应与源语读者对原文的反应一致。该理论一经发表，便在译学界引起了广大的反响。在“动态对等”理论的应用范围方面，以彼得•纽马克和埃德温•根茨勒为代表的翻译学学者们持有不同的意见。而“动态对等”理论对广告类、宣传类翻译的适用性是不可否认的。以“动态对等”理论为指导，结合商标简洁、易读易记、内涵丰富等特点，本文总结出多种商标翻译的方法。主要有：音译法，意译法，音意结合法，创新译法，零翻译法等。每种方法都有其自己的特点。在实际的商标翻译中，译者可以根据具体情况，灵活采用上述方法进行翻译。 本文以尤金•奈达的动态对等理论为基础，探索商标名称的特点及翻译方法。

With the development of globalization, more and more brands are competing in the world market. In order to be more competitive, a well-translated brand name is as important as the quality and price of product. Therefore, brand name translation should be guided by proper theories. Dynamic equivalence theory is first postulated by Eugene Nida, a pioneer in the field of translation theory. In his Toward a Science of Translating (1964), Nida expounds translation as “the dynamic relationship that the relationship between receptor and message should be substantially the same as that which existed between the original receptors and the message” (qtd. in Ma 5). Dynamic equivalence concentrates on the reaction of the translated text reader and that of the original reader of the source text. If the two reactions and receptions are the same, this translation is a successful one. Once introduced, this theory evokes widespread response in the field of translation. Scholars such as Peter Newmark and Edwin Gentzler hold different opinions towards its application. In spite of these different views, its applicability to advertisement or propaganda translation is undisputable. It is undoubted that brand name translation can be guided by Nida’s dynamic equivalence theory. Thus, just as a good brand name can attract a great many consumers and promote sales, a successfully translated one can also arouse foreign consumers’ desire to buy the product. Although theoretical guidance is necessary, it is of great importance to have a good understanding of the characteristics of brand name translation. A good translation of brand name should try to follow these characteristics: “concise, easy to pronounce and associated with favorable connotations”. In fact, not every successfully translated brand name possesses all of these characteristics, but translators should try to make his translation acceptable to the greatest extent. In this paper, several techniques are offered for brand name translation, including transliteration, literal translation, the combination of the two, creative translation and zero translation. Each of these five techniques has its own characteristics, and it should be adopted flexibly in specific situations. Based on Eugene Nida’s dynamic equivalence theory, this paper tries to explore the characteristics of brand name and techniques for brand name translation.