毕业论文英文文献总结《品牌》.doc

毕业论文中英翻译Brand 050511班 陈 露 20051235ConceptsSome people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of 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 all the information and expectations associated with a product or service.People engaged in branding seek to develop or align the expectations behind the brand experience (see also brand promise), 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 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.Careful brand management, supported by a cleverly 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, essentially 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 comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution. Modern value-creation branding-and-advertising campaigns are highly successful at inducing consumers to pay, for example, 50 dollars for a T-shirt that cost a mere 50 cents to make, or 5 dollars for a box of breakfast cereal that contains a few cents worth of wheat.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 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 branding with their particular script font (originally created for Walt Disneys signature logo), which it used in the logo for .Consumers may look on branding as an important value added aspect of products or services, 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 products 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 the quality of the brand or the reputation of the brand owner.Brand nameThe 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 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 proprietary rights in relation to a brand name through trademark registration. Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kelloggs.The act of associating a product or service with a brand has become part of pop culture. 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 Kleenex, which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively.Brand identityHow the brand owner wants the consumer to perceive the 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 recognition and symbolizes the brands differentiation from competitors.Branding approachesCompany nameOften, especially in the industrial sector, it is just the companys name which is promoted (leading to one of the most powerful statements of branding; the saying, before the companys downgrading, No one ever got fired for buying IBM).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 (such as Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in the United States).Individual brandingMain article: Individual brandingEach brand has a separate 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).Attitude brandingAttitude 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 branding 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.A great brand raises the bar - it adds a greater sense of purpose to the experience, whether its the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee youre drinking really matters. - Howard Schultz (president, ceo and chairman of StarbucksNo-brand brandingRecently a number of companies have successfully pursued No-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 strategy means that little is spent on advertisement or classical marketing and Mujis success is attributed to the word-of-mouth, a simple shopping experience and the anti-brand movement. Another brand which is thought to follow a no-brand strategy is American Apparel, which like Muji, does not brand its products.3 4 5Derived brandsIn 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 promoting 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.Brand extensionThe 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 textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc.Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a restaurant guide, Adidas and Puma to personal hygiene. Dunlop extended its brand from tires to other rubber products such as shoes, golf balls, tennis racquets and adhesives.There is a difference between brand extension and line extension. When 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 strong lines (such as Fairy Soap) into neighboring products (Fairy Liquid and Fairy Automatic) within the same category, dish washing detergents.Multi-brandsAlternatively, in 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 characteristics); 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 of 10 (even if much of the share of these new brands is taken from the existing one). In its most extreme manifestation, a supplier pioneering a new market which it believes will be particularly attractive may choose immediately to launch a second brand in competition with its first, in order to pre-empt others entering the market.Individual brand names naturally allow greater flexibility by permitting a variety of different products, of differing quality, to be sold without confusing the consumers perception of what business the company is in or diluting higher quality products.Once again, Procter & Gamble is a leading exponent of this philosophy, running as many as 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 business separate from Sara Lee cakes through Kiwi polishes to LEggs pantyhose. In the hotel business, Marriott uses the name Fairfield Inns for its budget chain (and Ramada uses Rodeway for its own cheaper hotels).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 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毕业论文英文翻译 050511班 陈 露 20051235 一、概念（一）、概念 一些人区别一种品牌的心理是来自经验方面。经验方面包括来自其它本身已知的各种品牌经验的总和。在心理方面，一些如涉及到商标图像，就是一种在人的头脑内被创造和形成的包括所有由符号、信息、期望以及产品服务等的关于一种符号的修建。 人们参与品牌化目的是为寻求开发或者排列在品牌经验之后的期望（参见品牌诺言 ）。创造这样一种印象，一个品牌的产品或服务以及相关的某些质量或特征可以使品牌具有特别或独特的印象。因此品牌是其中一个在一个广告的题材中最可贵的元素，同时它又是一个品牌拥有者在市场中所要展示的重要元素。创造和维护品牌的艺术称为“单项产品管理”。 详细的“单项产品管理”是由非常聪明并且成功的广告战略所支持。而这种广告战略就是在产品极其高的价格和极端低廉的产品成本中使消费者信服产品的本质。这个概念，叫做“创造价值”，本质上包括操作产品的投影图象以便消费者所看见的商品是广告商希望他或者她所期望的购买价格。而不是包括各种材料的费用，加上制造的费用，再加上推销成本等更加逻辑的估价。现代价值创作，品牌化和广告化的竞争是非常成功在诱导消费者消费，例如，市场价值是50美元的T恤杉，而它的制作成本仅仅只有50美分；由麦子制成的谷物早餐，它的售价在5美元左右，而它的制作成本仅仅只有几美分而已。 一种品牌成功是通过市场的广泛熟知来获得市场的公认的。当品牌公认加强了这个品牌在市场上享受正面情绪临界质量的这一点时，这时就可以说达到了“品牌特权”。品牌公认的一个目标是目前在即使没有公司名字的情况下也可以使品牌得到证明。例如，迪斯尼就曾成功的品牌化了他们的特殊剧本字体(最初创造为华特.迪斯尼的“署名”商标)，它在商标上使用为“”。 消费者也许把品牌化看作为产品或服务的一个重要增值方面，因为它经常表示代表某一种具有吸引力的质量或特征的服务(也参见品牌诺言)。从品牌所有者的角度上说，被品牌化的产品或服务也控制在更高的价格上。这就相当于俩个可替代产品，但其中一个产品没有伴生品牌化（例如普通，年代久远的商品）。人们也许经常会根据品牌的质量或品牌所有者的信誉选择高价品种的产品。（二）、品牌的名称 品牌的名称经常被用在可交换的“品牌”中，虽然它恰当地被用于明确地表示所有产品的书面或讲话的语言元素中。在上下文中，如果品牌的名称可以用来完全辨认品牌所有者作为产品或服务的商业来源的话，那么 “品牌的名称”也就构成了商标的类型。品牌的所有者可以通过商标注册来寻求保护关于品牌名称的所有权。为某些品牌做广告代言的人也可以成为品牌名称的一部分，例如：“Charmin卫生纸”的Whipple先生、“凯洛格的老虎”的托尼先生。 同一种产品或服务的组合销售可以使一个品牌变成流行文化的一部分。大多数产品都有某种品牌的身份。例如普通的食用盐到服装设计师设计的牛仔裤。口语化的品牌的名称成为了一般的术语从而代表了某一项产品或者服务。例如：“护创胶布”(商标名)或者“克里内克斯”纸巾(商标名)，分别常用来描述任何黏着性绷带或任何面巾纸。（三）、品牌身份 品牌的所有者必须要知道怎么引领消费者察觉该品牌和该品牌化的公司、组织、产品或者服务。品牌所有者将寻求缩小商标图象和品牌身份之间的差距。品牌的身份对于消费者的公认和区别竞争者的不同的商标是根本的也是必须的。二、品牌化的方法（一）、公司的名称 通常，尤其是在工业部门，这样的公司名称是需要被宣传的（举一个最具说明力的例子说明，当IBM公司走下坡路时，它们的宣传标语就是“没人会因为买IBM的产品而被解雇”）。 在这种情况下一个非常强势的品牌名称（或者公司名字）被用做一定范围内产品的宣传工具（例如，“梅塞德斯-奔驰”或者美国最大的电工工具大厂“Black & Decker”）或者是一系列品牌的辅助工具（比如美国的“吉百利牛奶”、“吉百利玉米片”、“吉百利手套”）。（二）、单一品牌策略 每一品牌有一个单独的名字（比如，美国百事公司的“七喜”、德国拜尔斯道夫公司的“妮维雅防晒霜”） ，对于同一个公司甚至还会有相互竞争的不同品牌的同类产品（比如，联合利华的“宝丝”洗衣粉、“奥妙”、“Surf”和“Lynx”） 。（三）、品牌化的态度 消费者对品牌化的态度是代表了对一种更好感觉的选择，尤其是当产品或者产品用量之间没有必然联系的时候。品牌化的态度营销包括：美国的“耐克”、“星巴克”、英国的“美体小铺”、澳大利亚的“safeway”超市、美国的“苹果电脑”。在2000本关于营销的书籍中没有商标品牌的品牌化态度营销被描述为“迷信战略”。 “一个伟大品牌的延伸，使它变的更加巨大、更具有目的性、吸收着更多的经验，它是否在挑战你的健康，又或者在影响你对一杯咖啡的态度呢？”霍华德舒尔茨（美国星巴克创始人）。（四）、没有品牌的品牌化策略 最近很多家公司成功地使用了“无品牌”战略，其中的例子包括日本的“无印良品”集团，它们的产品就没有标签甚至是关于产品的质量保证。虽然在产品上有一个标有“无印良品”集团的标签，但是“无印良品”集团的产品仍然是没有任何品牌宣传的。这种“无品牌战略”意味着在广告方面或者传统营销方面的花费几乎为零并且“无印良品”集团的成功仅仅归因于口头表达，简单的说就是通过消费者的一种简单的购物经验和反品牌运动来实现成功的。 另一个也同样采用“无品牌”战