本文通过对可口可乐等商标名称翻译的分析,指出跨文化背景下商标翻译必须超越商标本身的表层文化,从消费者角度挖掘深层内涵,迎合消费者对品牌美感的追求,成功的商标翻译理应满足音韵美、文化美、意义美的“三美”原则。 This paper analyzes the translation of trade names such as Coca-Cola, pointing out that under the cross-cultural background, trademark translation must transcend the superficial culture of the mark itself, and dig deep meaning from the perspective of consumers to cater to consumers’ pursuit of brand beauty. Beauty, beauty of culture, beauty of meaning, principle of “three beauties”.