On the principle of sociosemiotics, a translation is not only to represent the designative meaning but also to transfer the pragmatic meaning so as to get the functional equivalence.
符号学的翻译原则是“意义相符，功能相似”。这一翻译原则对商标词的翻译具有重要的指导意义。
2
To make the ends meet, the characteristics of Chinese brand names and cultural factors, including the designative meaning, the linguistic meaning and the pragmatic meaning, are better to be known.