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sumption Various images and names as well as various related factors ,such as the style and the color of calligraphy on the package adopted by brands have as much stimulating influence on consumers’ purchasing desire as the social status , cultural back ground , mode of life and living environment of the consumers do to the customers . Brands designers try to make these brands as smart as possible and as unique as possible . Generally speaking , brands have the active influence on the stimulation of the consumption . According to the investigation , most consumers choose the commodities according to the brands they are familiar with . Children choose the commodities according to the colorful designs on the package . Packages with gaily-colored cartoon figures are most welcomed by the young consumers . Most costume brands have romantic connotation just because the designers have mastered young ladies’ romantic-pursuing psychology . For example , “Amour Amour ” the brand of a kind of perfume . “ Oil of Olay “ the brand of a certain active hydrating lotion . The articles named after the names of famous persons can also stimulate the consumption because consumers worship them and have the psychology of imitating them . For example , sports wear , “LI-NING ” , is welcomed by sports fans . 1.2.5 Providing protection by law The brand is the exhaustless treasure of an enterprise , especially those famous brands . It cannot be denied that some dealers or businesses use the brands of others unlawfully . Under this circumstance, the registered brands can obtain protection by law for the products or services and also for the producer or the provider owning this brand. 2. Cultural differences The Easterners and the Western live in indifferent parts of the earth. That makes them unavoidable to have the different material conditions, thinking patterns and actions. Therefore, the Chinese and the Westerners have different cultures, ways of life , traditional habits, historical stories and political and economical systems and so on . For language is a tool to describe all of these , Chinese and English speakers have differences in ways of expression and linguistic cultures. The same is true with the Chinese brands and English ones , Then, it is necessary to pay attention to the cultural differences . Otherwise, many foolishnesses and unnecessary troubles may come as due punishments. The following are some main examples of culture conflicts in brand translations . 2.1 Differences in literal meaning Quite often, we may find that some Chinese words with best wishes are beyond the comprehension of the English people, or have just the opposite meaning in English, and vice versa. For example, one kind of exporting lipstick which is made in China , is named “芳芳”（ “Fangfang” ）. In China , this is a good name which gives people a nice impression. The word “芳” , are usually used to describe the flowers which are beautiful and charming , and the girls who are pretty and elegant. Chinese have many other phrases containing the word “芳” , such as “芳容”（good-looking）, “芳芳” ( beauty , fragrant ), “ 芳香” ( good-smell ) and so on . When it is translated into English just according to the Chinese Pinyin, it is “Fangfang” . However , instead of pretty and beautiful impression, a feeling of horror raises up in the English readers’ minds . Because it is a coincidence that the Pinyin “ fang ” just is an English word “ fang ” , whose English mean