Because of the different culture backgrounds, schemata in the source brand names may be contradictory to those of the target language, which challenges translators. 因此，在商標翻譯的過程中，譯者應該選擇原語的圖式，還是目的語讀者的圖式就成為對譯者的一個挑戰。
Different from Dynamic Equivalence stated by E.Nida, skopos theorie put forward by German Functionalists offers a new perspective for trademark translation. 摘要不同於奈達提出的動態對等翻譯原則，德國功能學派的翻譯目的論為商標翻譯研究開啟了全新的視角。
