毕业论文中英翻译
Brand
05051
1班
陈
露
20051235 Concepts Some 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 aociated 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 impreion that a brand aociated 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 succeful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make.This concept, known as creating value, eentially 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 succeful 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 ma 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 succeful at branding with their particular script font (originally created for Walt Disney\'s \"signature\" logo), which it used in the logo for go.com.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 aociated 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 name 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 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 tiue and Tony the Tiger of Kellogg\'s.The act of aociating 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 tiue respectively.Brand identity How the brand owner wants the consumer to perceive the brandHoward Schultz (president, ceo and chairman of Starbucks \"No-brand\" branding Recently a number of companies have succefully 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 claical marketing and Muji\'s succe 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] [5]
Derived brands 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 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 extension 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 acceories, home textile, home decor, luggage, (sun-) glaes, 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-brands Alternatively, 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 consumer\'s perception of what busine 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 busine separate — from Sara Lee cakes through Kiwi polishes to L\'Eggs pantyhose.In the hotel busine, 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 busine 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 proce
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“go.com”。
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”战略的公司是美国的“American Apparel”服装公司，它同日本的“无印良品”集团一样，同样在自己产品上不加任何商标和品牌化宣传。
（五）、品牌的获得
在这种情形下，一个关键部件的供应商为了制造完整商品使用了多个其它供应商的部件，供应商可能希望产品因为使用了自己的核心部件而确保自己作为品牌的位置。最常见的例子就要属英特尔公司了，在个人电脑的市场上“英特尔”电脑常常被称为“电脑里面的英特尔”。 品牌延伸
现有强势的品牌名称可以被用来作为一件新产品或者改进后产品的宣传工具，例如，许多追随流行时尚的服装设计公司将自己的品牌扩展到香水、鞋、女士用品、家用纺织品、家用装饰品、行李包、太阳眼镜、家具、宾馆用具、帽子等等。英国的“火星”公司也扩大了它对冰淇凌的品牌，还有美国“卡特彼勒”集团的手表和鞋子、“米其林”集团的饭店旅游指南、“阿迪达斯”公司和“标马”公司的个人保健学等等。英国的“邓禄普”体育用品公司对它旗下的产品的品牌也同样扩大到了其他橡胶产品上，比如鞋、高尔夫球、网球球拍和球拍胶粘剂等。
品牌的延伸也存在横向和纵向的延伸。当可口可乐公司推出了“特殊饮食碳酸”饮料和“樱桃碳酸”饮料时，在横向同类产品上又推出了“非酒精碳酸化合”饮料。“宝洁”公司做了同样推出了横向品牌延伸的产品（比如“花仙子”香皂），还有其他同类产品（“花仙子”洗涤液、“花 仙子”洗衣粉）。
（六）、多品牌策略
在二者选一情况下，在被分割的市场的一定数量的品牌之中，生产商为了让自己的产品品牌在市场上更有利销售，故意推出多种同类产品品牌在市场上相互竞争（并且经常与自己旗下拥有共同特征其他品牌的产品进行竞争），目的是为了占有更多的市场份额。这种多品牌策略的基础可以解释为在某个市场上12个品牌商品的竞争中生产商占有3个品牌比生产商在某个市场上10个品牌商品的竞争中生产商占有1个品牌商品更能多的占有市场份额（即使采用的多品牌在市场中仅仅只有一个能被市场接纳）。在最极端的说明下，一个生产商可能为了能在新产品市场下占有更多的市场份额而推出第一种新产品后马上就会推出第二种同类新产品进入市场。
各自品牌的名称可以更灵活使用在不同种类、不同质量的商品上。可以销售给对产品需求有针对性的消费者。
再次，“宝洁”公司就是这种多品牌策略的典型代表，在美国“宝洁”公司有多达十几种品牌的洗涤用品活跃在市场上。这也增加“宝洁”公司在超级市场的售货架上接受“饰面的”的总数。美国的“莎莉”集团 ，在其他方面，运用多品牌策略在自己旗下的各种产品上，如在宾馆住宿业的“莎莉”集团的蛋糕，到L\'Eggs的裤袜。“万豪”国际集团命名了“Fairfield”这样一个连锁宾馆（“万豪”国际集团并且还拥有对消费者消费更加便宜的“Ramada”连锁旅店）。
“自损”是“大型多品牌通路”方法中一个特殊问题。一个新品牌的确立需要远离已经确定品牌市场规则和企业运作模式的品牌方式从而重新建立一套属于自己的新规则和新运作模式。这是可接受的（而且也是可期望的），如果对整体有利，二者择一的，“自损”也可以是企业愿意支付转移它在市场上的位置所需的费用。这是一种新产品推出时所必须经历的阶段。
