Translation of global brands by means of the Chinese language

The paper presents the analysis of translation techniques of brands in the Chinese language. Currently, there is a shift from the traditional methods of loan translation to transliteration and adaptation of global brands names by means of the Chinese language, which is related to updating the pragmatic function of language to brands names. As the translated brand name it is used positively marked vocabulary of the Chinese language that is close in sound to the original language, so we can see the process of semantic and phonetic adaptation of non-equivalent vocabulary of Chinese language.