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s are translated by this way . For instance , a Chinese electronic product brand “ 熊猫 ” is rendered into English “ Panda ”; the popular car brand “ Crown ” into Chinese name “ 皇冠 ” and the Chinese bicycle brand “ 永久 ” into English name “ Forever ” and so on . 3.1.3 Trans-Semantic Translation Trans-Semantic translation , combining with Transliteration and Semantic translation , is a high skill which requests a firm basis and profuse imagination . Taking the pronunciation and the meaning of the source language into consideration at the same time, Trans-Semantic is a translation skill reflecting the traits of products . It is the best skill having the best effect to translate the brands of common products . For example , a shoes brand “ warrior ” is translated into “ 回力 ” . It has a similar pronunciation to English word “warrior” and , in Chinese , also has a mean of having a large power to do anything.[10]p50 And one more example, the three characters—“ 芬格欣 ” indicate nothing , but among which , “ 芬 ” and “ 欣 ” will arouse persons’ beneficial association to feel that it will bring people back to health after taking this kind of medicine ,. Another skin-protection creaming “ Tobady ” is translated into Chinese “ 丹芭碧 ” which has nothing to do with the property of commodity , but “ 丹 ” and “ 碧 ” will give people a beautiful enjoyment, arousing their association with skin and appearance . Besides, there are some other creative skills to translate the brands . In fact , translators have more or less employed these skills. A problem is that they sometimes don’t realize it. 3.2 Effectiveness Translation Effectiveness translation , just as its name shows, is a way that the brand is translated by the effectiveness which the consumers may get or wish to get from this product . For example , one kind of shampoo is named “ head & shoulder ” . Just as its advertisement says, it has the effect of smoothing the hair . By using it , you may have a headful of silky hair flying in the air , black and blight . Thus , It is translated into Chinese “ 海飞丝 ” . “ Rejoice ” is another brand of shampoo . From the word “ Rejoice ” , we can know its meaning is happy . If it is translated by the skill of Semantic translation , the result is not as good as . translating it into Chinese “ 飘柔 ” . By reading this name , it is easy to know that the commodity is one kind of shampoo , which has the effectiveness of making hair soft and smooth , which conforms to the thinking of Chinese people about the hair——beautiful and healthy hair should be soft and smooth for ever ,. One more instance. One kind of soap , its English name is “ Safeguard ” . According to the word “ Safeguard ” ,it is not difficult to know it is a cleaner , whose duty is to keep people clean . That is to say , if you use it , there is no virus with you . What’s more , you may get a best feeling of keeping clean forever . Thus , in this way , there is no name better than “ 舒服佳 ” . [11] p79 3.3 Character Translation Due to the fact that brands are the symbols of products or services and reflect the characters of products or services , people just pick up the words which can describe the characters of products or services directly in the target language to translate the brands , “Benz” has been in a top for a long time in the field of cars with a special and superior quality——fast , which is what all the drivers want . “ 奔驰 ” is a good translation to “ Benz ” .When people