The main goal and purpose of the pre-sale service is to present the attraction and specialty of a product to all the potential customers. Since the language barriers are huge and dynamic, translators can dexterously translate trademarks based on the language context to achieve marketing purpose. For example, when Viagra first came into Chinese market in 2002, no one knows the trademark of ‘Viagra’, because Chinese customers had no reflections to the English spelling trademark. After Viagra presented the first official Chinese trademark ‘Wei Ge’ in December 2002, the total selling amount of products was boosted from five million to ten million (according to the data from January to February) because most people had a clear image about Viagra than ‘Wei Ge’. In Chinese, ‘Wei Ge’ means a man possessing magnificent and strong physical power. It shares the similar pronunciation with ‘Viagra’, so it does fulfill the principle of translating trademarks. When people see the trademark ‘Wei Ge’, they will directly think about the image that they will become after taking the pills. In Chinese traditional ideology and philosophy, anything about sex is taboo and should be refrained from being mentioned forthrightly. People do not communicate ideas about sex directly, straightforwardly or in a face-to-face manner, and ‘Wei Ge’ really catered Chinese culture. ‘Viagra’ originates from the word ‘virile’ and ‘virility’, similarly, ‘Wei Ge’, suggesting magnificence of men, supplies customers a clear image and space to understand and grasp the motif of the trademark name. All these details helped Viagra succeed in the Chinese market and created the desirability to all the potential customers. This mainly functioned in the first step of sales service which refers to pre-sale service.

For the selling process service, this is the part that customers experience satisfaction from products. In such process, customers can also propagate the brand by showing trademarks. Psychologically speaking, customers can gain satisfaction by showing the trademarks of products because the appropriate rendition in trademarks will express persuasiveness. For instance, the most famous sunglasses brand ‘Rayban’ represents the quality of fashion and attraction. The success of establishing Rayban is not only because the products having attractive design styles, but also because of the appropriate usage of trademarks. It is obvious that the fashion industry is occupied with plagiarism which breaks down the uniqueness of a fashion product. The only way that buyers use to identify brands is looking at the trademarks. Rayban does a great job on selling process service. On each Rayban sunglasses there is an obvious trademark printed upon it, and this trademark represents the quality of Rayban production. Once customers put it on, they will become the expression of Rayban sunglasses. Other people will be noticed by such expression, and this mutual information transportation can promote selling process service. Owners can get satisfaction from this specific psychological demand at the same time. Dramatically, in Chinese market, the Chinese translation trademark ‘Lei Peng’ is the Chinese version of ‘Rayban’, and it represents the characteristics of a pilot. ‘Lei’ means thunder, and ‘Peng’ means friendly people or strong power. Through this translation the sense of masculinity, power, and coolness has been fully expressed. Subconsciously, “Lei Peng” becomes the icon of fashion.

For the last step of selling process service which is after-sale service, it mainly reflects the influence of a brand. Currently, the trademark of a single brand does not only reflect the price of a brand, but also emphasizes the multiplex of shopping experiences. In other words, after-sale service fulfills customers’ demands of experiencing products. For example, the famous Europe vehicle brand Mercedes-Benz earned the best reputation of serving customers in the fastest speed. By expressing this idea to Chinese customers, Mercedes selected “Ben Chi” as the Chinese version of Benz trademark. In Chinese, “Ben Chi” means running in extremely high speed. It has the similar pronunciation to Benz and also demonstrates the quality which Benz wants to present and by knowing this trademark, people can easily remember the quality inside the brand. 跨文化商标翻译对市场营销的影响Trademark Translation(9):http://www.youerw.com/yingyu/lunwen_929.html