Relevance theory (Dan Sperber & Deirdre Wilson 1995) originated from cognitive science. Its original purpose was not to study translation, but to study "the most complex phenomenon in the history of the evolution of the universe" (Richards 1953) It has strong explanatory power. Ernst-August Gutt conducted research on translation based on this theory and published his doctoral thesis "Translation and Relevance: Cognition and Context" in 1991. In the book, Gert puts forward a refreshing relational translation theory, which provides an organic and coherent theoretical framework for ontological and methodological research on translation, and has had a certain influence in the translation industry. Gert republished the book in 2000 and further elaborated on certain issues. Unfortunately, the translation research on relevance theory in my country is lagging behind. This article studies the flexible transplantation of cultural images in the translation of trademark words. On the one hand, it aims to prove the explanatory power of relevance theory in translation theory and practice, and on the other hand, it provides a new perspective for the translation of trademark words. Due to its multiple meanings, special functions, and cultural dependence, the translation of trademark words is a complex problem that is difficult to explain with traditional translation theory. Therefore, this correlation theory with strong explanatory power is chosen to explain and Guidance can not only deepen the theoretical understanding of relevant translation theory, but also provide updated methods for trademark translation practice. This article is divided into six chapters. The first chapter is the introduction. This chapter first reviews the current status of trademark translation theory, analyzes the shortcomings of Yan Fu’s standards of “faithfulness”, “expressiveness” and “elegance” and the equivalent theory represented by Nida in explaining and guiding trademark translation, and proposes the use of relevance theory Explain and guide the writing purpose of flexible transplantation of cultural images in trademark translation. The second chapter is the theoretical basis of this article, that is, the ontological exploration of translation. In the first section, the author discusses the historical evolution of the concept of association. Section 2 describes the basic ideas of correlation theory. The third section discusses the relationship between relevance theory and translation. In this section, based on Gert's translation theory, the author affirms the reasoning of translation communication and points out that the translation process is a process that seeks to achieve the best relationship with the cultural context of the original language and the target language. Relevant cross-linguistic and cross-cultural semantic interpretation processes. Chapter 3 starts from the concept and nature of trademark words and cultural images, pointing out that cultural images are an important part of the meaning of trademark words and play a key role in realizing the function of trademark words, and then conclude that trademark translation must pay attention The perspective of transplantation of cultural images of trademark words. Chapter 4 discusses the portability and necessity of adaptability of cultural images of trademark words based on the theory of relational translation. In the first section, the author discusses the translatability of trademark words and the portability of cultural images from the perspective of relevance theory, and points out the key points of translation of trademark words according to J.C. Catford's translatability theory. Translatability is relative, so the transplantation of cultural images must also be flexible. The second section points out that the harmony and conflict between different cultures require the adaptation and transplantation of cultural images in the translation of trademark words in order to obtain the best connection between the translation and the target language culture and achieve the communicative effect of trademark translation. At the same time, this section also discusses the dialectical relationship between semantic association and functional association, and proposes that in the transplantation of cultural images, semantics must give way to function. The third section uses relevance theory as specific guidance to explore the necessity and feasibility of flexible transplantation of cultural images in two commonly used methods in trademark translation - transliteration and free translation. Chapter 5 conducts methodological research on the flexible transplantation of cultural images in trademark word translation based on the understanding of the ontology of relational translation, and proposes specific methods for flexible transplantation of cultural images: image copying, image compensation, image deletion, and image reconstruction. Added with imagery. Chapter 6 summarizes the full text. Of course, as a new translation theory, the translation research of relevance theory is not ideal yet. Perhaps, relevance theory cannot cover all translation phenomena and solve all translation problems, but no theory with more explanatory power than it has yet been found. This can be seen from the exploration of the case of flexible transplantation of cultural images of trademark words in trademark translation. . The author hopes that academic colleagues and seniors can further fully demonstrate and criticize it, or even abandon it, or develop and improve it.