Brand name translation is an important language practice in the field of business and trade and is the key to brand internationalization. The selection and application of brand name translation reflects the language tendency, language ability, and language management level of different market subjects, which requires scientific and effective planning. At present, there are few studies on the practice of Chinese brand name translation from the perspective of language planning. Through the investigation and analysis of the translated names of 1269 Chinese brands established from 1573 to 2021, it is found that the translated names of Chinese brands have a relatively obvious tendency of “Chinese phonization”, but the reasons given by different subjects are controversial. The above trends and disputes reflect the planning problems behind the translation of Chinese brand names, including language choice, form and function, international communication, and standards. In this regard, this paper puts forward the countermeasures of brand translation planning: language planning in the field of international trade; unifying the purpose, form, and function of translation; promoting multi-level international communication of brand translation; and improving the standards for translating brand names.