品牌外文翻譯

1、<p><b>　　畢業(yè)論文中英翻譯</b></p><p><b>　　Brand</b></p><p><b>　　050511班</b></p><p><b>　　陳 露</b></p><p><b>　　200512

2、35</b></p><p><b>　　Concepts</b></p><p>　　Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum o

3、f all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of

4、all the information and expectations associated with a product or service.</p><p>　　People engaged in branding seek to develop or align the expectations behind the brand experience (see also brand promise),

5、creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising

6、theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management.</p><p>　　Careful brand management, supported by a c

7、leverly crafted advertising campaign, can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make. This concept, known as creating value, essen

8、tially consists of manipulating the projected image of the product so that that the consumer sees the product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that

9、comprises an aggre</p><p>　　A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment

10、 in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at brandin

11、g with their particular script font (originally created for Walt Disney's "signature" logo), which it</p><p>　　Consumers may look on branding as an important value added aspect of products or s

12、ervices, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command higher prices. Where two prod

13、ucts resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of th</p><p>　

14、　Brand name</p><p>　　The brand name is often used interchangeably within "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In

15、this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect propriet

16、ary rights in relation to a brand name through trademark registration. Advertising spokespersons have also become </p><p>　　The act of associating a product or service with a brand has become part of pop cul

17、ture. Most products have some kind of brand identity, from common table salt to designer jeans. A brandnomer is a brand name that has colloquially become a generic term for a product or service, such as Band-Aid or Kleen

18、ex, which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively.</p><p>　　Brand identity</p><p>　　How the brand owner wants the consumer to perceive t

19、he brand - and by extension the branded company, organization, product or service. The brand owner will seek to bridge the gap between the brand image and the brand identity.[2] Brand identity is fundamental to consumer

20、recognition and symbolizes the brand's differentiation from competitors.</p><p>　　Branding approaches</p><p>　　Company name</p><p>　　Often, especially in the industrial sector,

21、it is just the company's name which is promoted (leading to one of the most powerful statements of "branding"; the saying, before the company's downgrading, "No one ever got fired for buying IBM&qu

22、ot;).</p><p>　　In this case a very strong brand name (or company name) is made the vehicle for a range of products (for example, Mercedes-Benz or Black & Decker) or even a range of subsidiary brands (suc

23、h as Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in the United States).</p><p>　　Individual branding</p><p>　　Main article: Individual branding</p><p>　　Each brand has a se

24、parate name (such as Seven-Up or Nivea Sun (Beiersdorf)), which may even compete against other brands from the same company (for example, Persil, Omo, Surf and Lynx are all owned by Unilever).</p><p>　　Attit

25、ude branding</p><p>　　Attitude branding is the choice to represent a larger feeling, which is not necessarily connected with the product or consumption of the product at all. Marketing labeled as attitude br

26、anding include that of Nike, Starbucks, The Body Shop, Safeway, and Apple Computer.[1] In the 2000 book, No Logo, attitude branding is described by Naomi Klein as a "fetish strategy".</p><p>　　&quo

27、t;A great brand raises the bar -- it adds a greater sense of purpose to the experience, whether it's the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you're drinking

28、really matters." - Howard Schultz (president, ceo and chairman of Starbucks</p><p>　　"No-brand" branding</p><p>　　Recently a number of companies have successfully pursued "No

29、-Brand" strategies, examples include the Japanese company Muji, which means "No label, quality goods" in English. Although there is a distinct Muji brand, Muji products are not branded. This no-brand strat

30、egy means that little is spent on advertisement or classical marketing and Muji's success is attributed to the word-of-mouth, a simple shopping experience and the anti-brand movement. Another brand which is thought t

31、o follow a no-brand</p><p>　　Derived brands</p><p>　　In this case the supplier of a key component, used by a number of suppliers of the end-product, may wish to guarantee its own position by pro

32、moting that component as a brand in its own right. The most frequently quoted example is Intel, which secures its position in the PC market with the slogan "Intel Inside".</p><p>　　Brand extension&

33、lt;/p><p>　　The existing strong brand name can be used as a vehicle for new or modified products; for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home te

34、xtile, home decor, luggage, (sun-) glasses, furniture, hotels, etc.</p><p>　　Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a restaurant guide, Adidas and Puma to persona

35、l hygiene. Dunlop extended its brand from tires to other rubber products such as shoes, golf balls, tennis racquets and adhesives.</p><p>　　There is a difference between brand extension and line extension. W

36、hen Coca-Cola launched "Diet Coke" and "Cherry Coke" they stayed within the originating product category: non-alcoholic carbonated beverages. Procter & Gamble (P&G) did likewise extending its

37、strong lines (such as Fairy Soap) into neighboring products (Fairy Liquid and Fairy Automatic) within the same category, dish washing detergents.</p><p>　　Multi-brands</p><p>　　Alternatively, in

38、 a market that is fragmented amongst a number of brands a supplier can choose deliberately to launch totally new brands in apparent competition with its own existing strong brand (and often with identical product charact

39、eristics); simply to soak up some of the share of the market which will in any case go to minor brands. The rationale is that having 3 out of 12 brands in such a market will give a greater overall share than having 1 out

40、 of 10 (even if much of the share of these </p><p>　　Individual brand names naturally allow greater flexibility by permitting a variety of different products, of differing quality, to be sold without confusi

41、ng the consumer's perception of what business the company is in or diluting higher quality products.</p><p>　　Once again, Procter & Gamble is a leading exponent of this philosophy, running as many as

42、 ten detergent brands in the US market. This also increases the total number of "facings" it receives on supermarket shelves. Sara Lee, on the other hand, uses it to keep the very different parts of the busines

43、s separate — from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose. In the hotel business, Marriott uses the name Fairfield Inns for its budget chain (and Ramada uses Rodeway for its own cheape</p><

44、;p>　　Cannibalization is a particular problem of a "multibrand" approach, in which the new brand takes business away from an established one which the organization also owns. This may be acceptable (indeed to

45、 be expected) if there is a net gain overall. Alternatively, it may be the price the organization is willing to pay for shifting its position in the market; the new product being one stage in this process</p><

46、p><b>　　畢業(yè)論文英文翻譯</b></p><p><b>　　050511班</b></p><p><b>　　陳 露</b></p><p><b>　　20051235</b></p><p><b>　　一、概念<

47、;/b></p><p><b>　?。ㄒ唬⒏拍?</b></p><p>　　一些人區(qū)別一種品牌的心理是來自經(jīng)驗(yàn)方面。經(jīng)驗(yàn)方面包括來自其它本身已知的各種品牌經(jīng)驗(yàn)的總和。在心理方面，一些如涉及到商標(biāo)圖像，就是一種在人的頭腦內(nèi)被創(chuàng)造和形成的包括所有由符號(hào)、信息、期望以及產(chǎn)品服務(wù)等的關(guān)于一種符號(hào)的修建。</p><p>　　人們參與品牌化

48、目的是為尋求開發(fā)或者排列在品牌經(jīng)驗(yàn)之后的期望（參見品牌諾言 ）。創(chuàng)造這樣一種印象，一個(gè)品牌的產(chǎn)品或服務(wù)以及相關(guān)的某些質(zhì)量或特征可以使品牌具有特別或獨(dú)特的印象。因此品牌是其中一個(gè)在一個(gè)廣告的題材中最可貴的元素，同時(shí)它又是一個(gè)品牌擁有者在市場(chǎng)中所要展示的重要元素。創(chuàng)造和維護(hù)品牌的藝術(shù)稱為“單項(xiàng)產(chǎn)品管理”。 </p><p>　　詳細(xì)的“單項(xiàng)產(chǎn)品管理”是由非常聰明并且成功的廣告戰(zhàn)略所支持。而這種廣告戰(zhàn)略就是在產(chǎn)品極其高

49、的價(jià)格和極端低廉的產(chǎn)品成本中使消費(fèi)者信服產(chǎn)品的本質(zhì)。這個(gè)概念，叫做“創(chuàng)造價(jià)值”，本質(zhì)上包括操作產(chǎn)品的投影圖象以便消費(fèi)者所看見的商品是廣告商希望他或者她所期望的購(gòu)買價(jià)格。而不是包括各種材料的費(fèi)用，加上制造的費(fèi)用，再加上推銷成本等更加邏輯的估價(jià)?，F(xiàn)代價(jià)值創(chuàng)作，品牌化和廣告化的競(jìng)爭(zhēng)是非常成功在誘導(dǎo)消費(fèi)者消費(fèi)，例如，市場(chǎng)價(jià)值是50美元的T恤杉，而它的制作成本僅僅只有50美分；由麥子制成的谷物早餐，它的售價(jià)在5美元左右，而它的制作成本僅僅只有幾美

50、分而已。</p><p>　　一種品牌成功是通過市場(chǎng)的廣泛熟知來獲得市場(chǎng)的公認(rèn)的。當(dāng)品牌公認(rèn)加強(qiáng)了這個(gè)品牌在市場(chǎng)上享受正面情緒臨界質(zhì)量的這一點(diǎn)時(shí)，這時(shí)就可以說達(dá)到了“品牌特權(quán)”。品牌公認(rèn)的一個(gè)目標(biāo)是目前在即使沒有公司名字的情況下也可以使品牌得到證明。例如，迪斯尼就曾成功的品牌化了他們的特殊劇本字體(最初創(chuàng)造為華特.迪斯尼的“署名”商標(biāo))，它在商標(biāo)上使用為“go.com”。</p><p>

51、　　消費(fèi)者也許把品牌化看作為產(chǎn)品或服務(wù)的一個(gè)重要增值方面，因?yàn)樗?jīng)常表示代表某一種具有吸引力的質(zhì)量或特征的服務(wù)(也參見品牌諾言)。從品牌所有者的角度上說，被品牌化的產(chǎn)品或服務(wù)也控制在更高的價(jià)格上。這就相當(dāng)于倆個(gè)可替代產(chǎn)品，但其中一個(gè)產(chǎn)品沒有伴生品牌化（例如普通，年代久遠(yuǎn)的商品）。人們也許經(jīng)常會(huì)根據(jù)品牌的質(zhì)量或品牌所有者的信譽(yù)選擇高價(jià)品種的產(chǎn)品。</p><p><b>　?。ǘ⑵放频拿Q</b

52、></p><p>　　品牌的名稱經(jīng)常被用在可交換的“品牌”中，雖然它恰當(dāng)?shù)乇挥糜诿鞔_地表示所有產(chǎn)品的書面或講話的語言元素中。在上下文中，如果品牌的名稱可以用來完全辨認(rèn)品牌所有者作為產(chǎn)品或服務(wù)的商業(yè)來源的話，那么 “品牌的名稱”也就構(gòu)成了商標(biāo)的類型。品牌的所有者可以通過商標(biāo)注冊(cè)來尋求保護(hù)關(guān)于品牌名稱的所有權(quán)。為某些品牌做廣告代言的人也可以成為品牌名稱的一部分，例如：“Charmin衛(wèi)生紙”的Whipple先

53、生、“凱洛格的老虎”的托尼先生。</p><p>　　同一種產(chǎn)品或服務(wù)的組合銷售可以使一個(gè)品牌變成流行文化的一部分。大多數(shù)產(chǎn)品都有某種品牌的身份。例如普通的食用鹽到服裝設(shè)計(jì)師設(shè)計(jì)的牛仔褲?？谡Z化的品牌的名稱成為了一般的術(shù)語從而代表了某一項(xiàng)產(chǎn)品或者服務(wù)。例如：“護(hù)創(chuàng)膠布”(商標(biāo)名)或者“克里內(nèi)克斯”紙巾(商標(biāo)名)，分別常用來描述任何黏著性繃帶或任何面巾紙。</p><p><b>

54、　?。ㄈ⑵放粕矸?lt;/b></p><p>　　品牌的所有者必須要知道怎么引領(lǐng)消費(fèi)者察覺該品牌和該品牌化的公司、組織、產(chǎn)品或者服務(wù)。品牌所有者將尋求縮小商標(biāo)圖象和品牌身份之間的差距。品牌的身份對(duì)于消費(fèi)者的公認(rèn)和區(qū)別競(jìng)爭(zhēng)者的不同的商標(biāo)是根本的也是必須的。</p><p><b>　　二、品牌化的方法</b></p><p><

55、b>　　（一）、公司的名稱</b></p><p>　　通常，尤其是在工業(yè)部門，這樣的公司名稱是需要被宣傳的（舉一個(gè)最具說明力的例子說明，當(dāng)IBM公司走下坡路時(shí)，它們的宣傳標(biāo)語就是“沒人會(huì)因?yàn)橘IIBM的產(chǎn)品而被解雇”）。</p><p>　　在這種情況下一個(gè)非常強(qiáng)勢(shì)的品牌名稱（或者公司名字）被用做一定范圍內(nèi)產(chǎn)品的宣傳工具（例如，“梅塞德斯-奔馳”或者美國(guó)最大的電工工具大廠

56、“Black & Decker”）或者是一系列品牌的輔助工具（比如美國(guó)的“吉百利牛奶”、“吉百利玉米片”、“吉百利手套”）。</p><p>　?。ǘ?、單一品牌策略</p><p>　　每一品牌有一個(gè)單獨(dú)的名字（比如，美國(guó)百事公司的“七喜”、德國(guó)拜爾斯道夫公司的“妮維雅防曬霜”） ，對(duì)于同一個(gè)公司甚至還會(huì)有相互競(jìng)爭(zhēng)的不同品牌的同類產(chǎn)品（比如，聯(lián)合利華的“寶絲”洗衣粉、“奧妙”、“

57、Surf”和“Lynx”） 。</p><p>　?。ㄈ?、品牌化的態(tài)度</p><p>　　消費(fèi)者對(duì)品牌化的態(tài)度是代表了對(duì)一種更好感覺的選擇，尤其是當(dāng)產(chǎn)品或者產(chǎn)品用量之間沒有必然聯(lián)系的時(shí)候。品牌化的態(tài)度營(yíng)銷包括：美國(guó)的“耐克”、“星巴克”、英國(guó)的“美體小鋪”、澳大利亞的“safeway”超市、美國(guó)的“蘋果電腦”。在2000本關(guān)于營(yíng)銷的書籍中沒有商標(biāo)品牌的品牌化態(tài)度營(yíng)銷被描述為“迷信戰(zhàn)略”

58、。</p><p>　　“一個(gè)偉大品牌的延伸，使它變的更加巨大、更具有目的性、吸收著更多的經(jīng)驗(yàn)，它是否在挑戰(zhàn)你的健康，又或者在影響你對(duì)一杯咖啡的態(tài)度呢？”霍華德·舒爾茨（美國(guó)星巴克創(chuàng)始人）。</p><p>　?。ㄋ模?、沒有品牌的品牌化策略</p><p>　　最近很多家公司成功地使用了“無品牌”戰(zhàn)略，其中的例子包括日本的“無印良品”集團(tuán)，它們的產(chǎn)品就沒有

59、標(biāo)簽甚至是關(guān)于產(chǎn)品的質(zhì)量保證。雖然在產(chǎn)品上有一個(gè)標(biāo)有“無印良品”集團(tuán)的標(biāo)簽，但是“無印良品”集團(tuán)的產(chǎn)品仍然是沒有任何品牌宣傳的。這種“無品牌戰(zhàn)略”意味著在廣告方面或者傳統(tǒng)營(yíng)銷方面的花費(fèi)幾乎為零并且“無印良品”集團(tuán)的成功僅僅歸因于口頭表達(dá)，簡(jiǎn)單的說就是通過消費(fèi)者的一種簡(jiǎn)單的購(gòu)物經(jīng)驗(yàn)和反品牌運(yùn)動(dòng)來實(shí)現(xiàn)成功的。 另一個(gè)也同樣采用“無品牌”戰(zhàn)略的公司是美國(guó)的“American Apparel”服裝公司，它同日本的“無印良品”集團(tuán)一樣，同樣在自己

60、產(chǎn)品上不加任何商標(biāo)和品牌化宣傳。</p><p>　?。ㄎ澹?、品牌的獲得 </p><p>　　在這種情形下，一個(gè)關(guān)鍵部件的供應(yīng)商為了制造完整商品使用了多個(gè)其它供應(yīng)商的部件，供應(yīng)商可能希望產(chǎn)品因?yàn)槭褂昧俗约旱暮诵牟考_保自己作為品牌的位置。最常見的例子就要屬英特爾公司了，在個(gè)人電腦的市場(chǎng)上“英特爾”電腦常常被稱為“電腦里面的英特爾”。</p><p><b

61、>　　品牌延伸</b></p><p>　　現(xiàn)有強(qiáng)勢(shì)的品牌名稱可以被用來作為一件新產(chǎn)品或者改進(jìn)后產(chǎn)品的宣傳工具，例如，許多追隨流行時(shí)尚的服裝設(shè)計(jì)公司將自己的品牌擴(kuò)展到香水、鞋、女士用品、家用紡織品、家用裝飾品、行李包、太陽(yáng)眼鏡、家具、賓館用具、帽子等等。英國(guó)的“火星”公司也擴(kuò)大了它對(duì)冰淇凌的品牌，還有美國(guó)“卡特彼勒”集團(tuán)的手表和鞋子、“米其林”集團(tuán)的飯店旅游指南、“阿迪達(dá)斯”公司和“標(biāo)馬”公司的

62、個(gè)人保健學(xué)等等。英國(guó)的“鄧祿普”體育用品公司對(duì)它旗下的產(chǎn)品的品牌也同樣擴(kuò)大到了其他橡膠產(chǎn)品上，比如鞋、高爾夫球、網(wǎng)球球拍和球拍膠粘劑等。</p><p>　　品牌的延伸也存在橫向和縱向的延伸。當(dāng)可口可樂公司推出了“特殊飲食碳酸”飲料和“櫻桃碳酸”飲料時(shí)，在橫向同類產(chǎn)品上又推出了“非酒精碳酸化合”飲料?！皩殱崱惫咀隽送瑯油瞥隽藱M向品牌延伸的產(chǎn)品（比如“花仙子”香皂），還有其他同類產(chǎn)品（“花仙子”洗滌液、“花<

63、;/p><p><b>　　仙子”洗衣粉）。</b></p><p><b>　?。?、多品牌策略</b></p><p>　　在二者選一情況下，在被分割的市場(chǎng)的一定數(shù)量的品牌之中，生產(chǎn)商為了讓自己的產(chǎn)品品牌在市場(chǎng)上更有利銷售，故意推出多種同類產(chǎn)品品牌在市場(chǎng)上相互競(jìng)爭(zhēng)（并且經(jīng)常與自己旗下?lián)碛泄餐卣髌渌放频漠a(chǎn)品進(jìn)行競(jìng)爭(zhēng)），

64、目的是為了占有更多的市場(chǎng)份額。這種多品牌策略的基礎(chǔ)可以解釋為在某個(gè)市場(chǎng)上12個(gè)品牌商品的競(jìng)爭(zhēng)中生產(chǎn)商占有3個(gè)品牌比生產(chǎn)商在某個(gè)市場(chǎng)上10個(gè)品牌商品的競(jìng)爭(zhēng)中生產(chǎn)商占有1個(gè)品牌商品更能多的占有市場(chǎng)份額（即使采用的多品牌在市場(chǎng)中僅僅只有一個(gè)能被市場(chǎng)接納）。在最極端的說明下，一個(gè)生產(chǎn)商可能為了能在新產(chǎn)品市場(chǎng)下占有更多的市場(chǎng)份額而推出第一種新產(chǎn)品后馬上就會(huì)推出第二種同類新產(chǎn)品進(jìn)入市場(chǎng)。</p><p>　　各自品牌的名稱可

65、以更靈活使用在不同種類、不同質(zhì)量的商品上?？梢凿N售給對(duì)產(chǎn)品需求有針對(duì)性的消費(fèi)者。</p><p>　　再次，“寶潔”公司就是這種多品牌策略的典型代表，在美國(guó)“寶潔”公司有多達(dá)十幾種品牌的洗滌用品活躍在市場(chǎng)上。這也增加“寶潔”公司在超級(jí)市場(chǎng)的售貨架上接受“飾面的”的總數(shù)。美國(guó)的“莎莉”集團(tuán) ，在其他方面，運(yùn)用多品牌策略在自己旗下的各種產(chǎn)品上，如在賓館住宿業(yè)的“莎莉”集團(tuán)的蛋糕，到L'Eggs的褲襪。“萬豪”

66、國(guó)際集團(tuán)命名了“Fairfield”這樣一個(gè)連鎖賓館（“萬豪”國(guó)際集團(tuán)并且還擁有對(duì)消費(fèi)者消費(fèi)更加便宜的“Ramada”連鎖旅店）。</p><p>　　“自損”是“大型多品牌通路”方法中一個(gè)特殊問題。一個(gè)新品牌的確立需要遠(yuǎn)離已經(jīng)確定品牌市場(chǎng)規(guī)則和企業(yè)運(yùn)作模式的品牌方式從而重新建立一套屬于自己的新規(guī)則和新運(yùn)作模式。這是可接受的（而且也是可期望的），如果對(duì)整體有利，二者擇一的，“自損”也可以是企業(yè)愿意支付轉(zhuǎn)移它在市場(chǎng)