This article provides a comprehensive analysis of the intricacies involved in the translation of marketing texts within the broader scope of intercultural business communication.It highlights the multifaceted challenges that translators encounter when dealing with content rich in culturally specific references, idiomatic expressions and persuasive rhetorical devices, i.e. elements that often resist direct or literal translation.The study underscores the necessity of employing a nuanced, context-sensitive approach that aligns with the target audience's cultural expectations, communicative norms, and market-specific preferences.In particular, the article offers a detailed classification and critical evaluation of various translation strategies, including transcreation, localization, adaptation, and perspective shift.These strategies are assessed in terms of their capacity to preserve both the semantic content and the emotional and persuasive force of the original message, which is crucial in maintaining the integrity and impact of brand communication across linguistic and cultural boundaries.The article also outlines practical techniques for implementing these strategies effectively.These include the transcoding, which ensures the equivalent translation of marketing content across all linguistic levels; lexical-semantic transformations, which adjust the meaning of foreign terms, considering the cultural, contextual and grammatical features of the target audience; lexical-grammatical transformations, which involve changing sentence structures and word choices to meet the grammatical and stylistic expectations of the target market.Drawing on a wide array of practical examples from real-world advertising slogans, the article illustrates how different translation strategies and techniques are applied in specific cultural contexts.Special attention is given to cases where inadequate cultural adaptation led to misinterpretation or diminished brand resonance, reinforcing the significance of a culturally informed translation process.