With China's successful entry into WTO and the rapid development of market economy, trademarks have been paid more and more attention as commodity symbols in commodity trade. Trademark is a representative of a company's reputation, and it can also be said to be the concentrated crystallization of a company's culture. The trademark of a well-known company reminds us of the guarantee of business quality, including service quality and management level. Trademark plays an important role in opening the sales market, promoting products and protecting goods from infringement. Trademark translation is a very important step when an enterprise's goods enter another country's market. The purpose of trademark translation is not only to complete the functional transformation of language symbols, but more importantly, to urge potential consumers to pay attention to and interest in the goods referred to by trademarks, and to stimulate their desire to buy and put them into shopping. Therefore, in the translation process, not only the translation language is simply transformed from the original text materials, but also the consumers' psychology and traditional culture should be respected. We should give full play to imagination and creativity, and flexibly use different translation methods to reflect the beauty of temperament, meaning and image of trademarks.