1. Nida said: On the designative level of informative function on can only aim at the closest approximation and in general it is possible to obtain a functionally satisfactory correspondence.

2. Denoting or naming; designative.

3. On the principle of semiotics, translation is not only to represent the designative meaning, but also to transfer the pragmatic meaning, so as to get the functional equivalence.

4. According to socio-semiotics, translation is translating meaning which includes designative meaning, linguistic meaning and pragmatic meaning.

5. According to sociosemiotics, language is a special sign system, and linguistic sign has three kinds of meaning: designative, linguistic and pragmatic meanings.

6. To make the ends meet, the characteristics of Chinese brand names and cultural factors, including the designative meaning, the linguistic meaning and the pragmatic meaning, are better to be known.

7. On the principle of sociosemiotics, a translation is not only to represent the designative meaning but also to transfer the pragmatic meaning so as to get the functional equivalence.