People often adopt the Faithful Theory and the Functional Equivalence to guide the practice of translation. However, many researchers argue that these two theories are not suitable to guide the practice of translation any more in modern society. On one hand, the two theories have limitations themselves. The principle of Faithful Theory takes the content or the language of the original text in the first place strictly. So it is not suitable. Compared with Faithful Theory, the Functional Equivalence takes the receptors into consideration when translating. However, “it is often impossible for the receptors of a brand name to have the same response as the receptors of the source language.”(Tai, 2009) On the other hand, “the translated brand names under the guidance of traditional theories may not be accepted by the target consumers. That’s to say, traditional theories can’t help realize the purpose of brand name translation in commercial competition in some situations.” (Ma, 2013)

The author of this paper aims to explore the translating techniques of brand names which should be of help to Chinese learners of English, and to make more contributions to the translation of brand names for the purposes of stimulating consumption, rebuilding the reputation of enterprises and bringing about more profits for enterprises.

3 Three Rules of Skopos Theory and Their Relationships

3.1 The Skopos Rule

The word “Skopos" is a Greek word that means purpose, which determines any translating actions. The Skopos Rule, which stipulates that translation should be in line with“the mode of what the target language reader expect in the target language situations and cultures”（Liang, 2010）is the top –ranking rule of Skopos Theory. Vermeer interprets the Skopos Rule in the following way: "Each text is produced for a given purpose and should serve this purpose.”（Pan, 2005）

As is mentioned above, the Skopos Rule is the prime principle and it plays a crucial role in choosing translating principles and methods. This rule is intended partly to solve a long-time controversy between free and faithful translation. (Dai, 2005) That’s to say, the free translation or faithful translation is alternative in translating a particular text or“any strategy between the two extremes can be used to achieve the translation purpose.(Ma, 2009) Moreover, due to different customer’s expectations, cultural backgrounds and social customs,“the different functions of the target text, different target text receivers should also be taken into consideration.”(Ma, 2009)

3.2 The Coherence Rule

The Coherence Rule is one of the important rules of Skopos Theory, which is also called the intra-textual coherence. “In the process of translation, what translators can do, and should do, is to produce a text that is at least likely to be meaningful to the target-culture receivers.”(Yan, 2011) That is to say, the target text should be easy enough for the target text receivers to comprehend and be adaptable in the target situation. Therefore, in any translation actions, the target text receivers' knowledge and circumstances should be taken into full consideration. It means that sometimes, according to different circumstances, some necessary adjustments are made to make the translation more intelligible because“the communicative interaction can only be seen as successful if the receivers interpret it as being sufficiently coherent with their situational circumstances.”( Yan, 2011 )