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?、概念 </b></p><p>　　一些人區(qū)別一種品牌的心理是來自經(jīng)驗方面。經(jīng)驗方面包括來自其它本身已知的各種品牌經(jīng)驗的總和。在心理方面，一些如涉及到商標圖像，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、信息、期望以及產(chǎn)品服務(wù)等的關(guān)于一種符號的修建。</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)驗之后的期望（參見品牌諾言 ）。創(chuàng)造這樣一種印象，一個品牌的產(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特的印象。因此品牌是其中一個在一個廣告的題材中最可貴的元素，同時它又是一個品牌擁有者在市場中所要展示的重要元素。創(chuàng)造和維護品牌的藝術(shù)稱為“單項產(chǎn)品管理”。 </p><p>　　詳細的“單項產(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、的價格和極端低廉的產(chǎn)品成本中使消費者信服產(chǎn)品的本質(zhì)。這個概念，叫做“創(chuàng)造價值”，本質(zhì)上包括操作產(chǎn)品的投影圖象以便消費者所看見的商品是廣告商希望他或者她所期望的購買價格。而不是包括各種材料的費用，加上制造的費用，再加上推銷成本等更加邏輯的估價?，F(xiàn)代價值創(chuàng)作，品牌化和廣告化的競爭是非常成功在誘導(dǎo)消費者消費，例如，市場價值是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的廣泛熟知來獲得市場的公認的。當品牌公認加強了這個品牌在市場上享受正面情緒臨界質(zhì)量的這一點時，這時就可以說達到了“品牌特權(quán)”。品牌公認的一個目標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)，它在商標上使用為“go.com”。</p><p>

51、　　消費者也許把品牌化看作為產(chǎn)品或服務(wù)的一個重要增值方面，因為它經(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)也控制在更高的價格上。這就相當于倆個可替代產(chǎn)品，但其中一個產(chǎn)品沒有伴生品牌化（例如普通，年代久遠的商品）。人們也許經(jīng)常會根據(jù)品牌的質(zhì)量或品牌所有者的信譽選擇高價品種的產(chǎn)品。</p><p><b>　　（二）、品牌的名稱</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?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)成了商標的類型。品牌的所有者可以通過商標注冊來尋求保護關(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)計師設(shè)計的牛仔褲?？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產(chǎn)品或者服務(wù)。例如：“護創(chuàng)膠布”(商標名)或者“克里內(nèi)克斯”紙巾(商標名)，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?、品牌身份</b></p><p>　　品牌的所有者必須要知道怎么引領(lǐng)消費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圖象和品牌身份之間的差距。品牌的身份對于消費者的公認和區(qū)別競爭者的不同的商標是根本的也是必須的。</p><p><b>　　二、品牌化的方法</b></p><p><

55、b>　?。ㄒ唬?、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（舉一個最具說明力的例子說明，當IBM公司走下坡路時，它們的宣傳標語就是“沒人會因為買IBM的產(chǎn)品而被解雇”）。</p><p>　　在這種情況下一個非常強勢的品牌名稱（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>　　每一品牌有一個單獨的名字（比如，美國百事公司的“七喜”、德國拜爾斯道夫公司的“妮維雅防曬霜”） ，對于同一個公司甚至還會有相互競爭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>　　消費者對品牌化的態(tài)度是代表了對一種更好感覺的選擇，尤其是當產(chǎn)品或者產(chǎn)品用量之間沒有必然聯(lián)系的時候。品牌化的態(tài)度營銷包括：美國的“耐克”、“星巴克”、英國的“美體小鋪”、澳大利亞的“safeway”超市、美國的“蘋果電腦”。在2000本關(guān)于營銷的書籍中沒有商標品牌的品牌化態(tài)度營銷被描述為“迷信戰(zhàn)略”

58、。</p><p>　　“一個偉大品牌的延伸，使它變的更加巨大、更具有目的性、吸收著更多的經(jīng)驗，它是否在挑戰(zhàn)你的健康，又或者在影響你對一杯咖啡的態(tài)度呢？”霍華德·舒爾茨（美國星巴克創(chuàng)始人）。</p><p>　　（四）、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，它們的產(chǎn)品就沒有

59、標簽甚至是關(guān)于產(chǎn)品的質(zhì)量保證。雖然在產(chǎn)品上有一個標有“無印良品”集團的標簽，但是“無印良品”集團的產(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)營銷方面的花費幾乎為零并且“無印良品”集團的成功僅僅歸因于口頭表達，簡單的說就是通過消費者的一種簡單的購物經(jīng)驗和反品牌運動來實現(xiàn)成功的。 另一個也同樣采用“無品牌”戰(zhàn)略的公司是美國的“American Apparel”服裝公司，它同日本的“無印良品”集團一樣，同樣在自己

60、產(chǎn)品上不加任何商標和品牌化宣傳。</p><p>　?。ㄎ澹?、品牌的獲得 </p><p>　　在這種情形下，一個關(guān)鍵部件的供應(yīng)商為了制造完整商品使用了多個其它供應(yīng)商的部件，供應(yīng)商可能希望產(chǎn)品因為使用了自己的核心部件而確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，在個人電腦的市場上“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)有強勢的品牌名稱可以被用來作為一件新產(chǎn)品或者改進后產(chǎn)品的宣傳工具，例如，許多追隨流行時尚的服裝設(shè)計公司將自己的品牌擴展到香水、鞋、女士用品、家用紡織品、家用裝飾品、行李包、太陽眼鏡、家具、賓館用具、帽子等等。英國的“火星”公司也擴大了它對冰淇凌的品牌，還有美國“卡特彼勒”集團的手表和鞋子、“米其林”集團的飯店旅游指南、“阿迪達斯”公司和“標馬”公司的

62、個人保健學等等。英國的“鄧祿普”體育用品公司對它旗下的產(chǎn)品的品牌也同樣擴大到了其他橡膠產(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，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)品品牌在市場上更有利銷售，故意推出多種同類產(chǎn)品品牌在市場上相互競爭（并且經(jīng)常與自己旗下?lián)碛泄餐卣髌渌放频漠a(chǎn)品進行競爭），

64、目的是為了占有更多的市場份額。這種多品牌策略的基礎(chǔ)可以解釋為在某個市場上12個品牌商品的競爭中生產(chǎn)商占有3個品牌比生產(chǎn)商在某個市場上10個品牌商品的競爭中生產(chǎn)商占有1個品牌商品更能多的占有市場份額（即使采用的多品牌在市場中僅僅只有一個能被市場接納）。在最極端的說明下，一個生產(chǎn)商可能為了能在新產(chǎn)品市場下占有更多的市場份額而推出第一種新產(chǎn)品后馬上就會推出第二種同類新產(chǎn)品進入市場。</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售給對產(chǎn)品需求有針對性的消費者。</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“寶潔”公司有多達十幾種品牌的洗滌用品活躍在市場上。這也增加“寶潔”公司在超級市場的售貨架上接受“飾面的”的總數(shù)。美國的“莎莉”集團 ，在其他方面，運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”集團的蛋糕，到L'Eggs的褲襪?！叭f豪”

66、國際集團命名了“Fairfield”這樣一個連鎖賓館（“萬豪”國際集團并且還擁有對消費者消費更加便宜的“Ramada”連鎖旅店）。</p><p>　　“自損”是“大型多品牌通路”方法中一個特殊問題。一個新品牌的確立需要遠離已經(jīng)確定品牌市場規(guī)則和企業(yè)運作模式的品牌方式從而重新建立一套屬于自己的新規(guī)則和新運作模式。這是可接受的（而且也是可期望的），如果對整體有利，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