品牌的含義 外文翻譯

1、<p><b>　　文獻(xiàn)翻譯</b></p><p>　　吳漢釗08070620</p><p><b>　　原文</b></p><p>　　Meaning of the brand </p><p>　　The brand is used to identify the pr

2、oduct or business in a particular sign, usually of a certain name, mark, pattern or other identification symbol. In such a diversity of varieties of products categories on the market today, brands, and all students as a

3、class name and number are incredible. Not only the producers can not attract consumers to buy their own products, consumers according to their preferences in the market of goods to buy. Therefore, the "name to buy h

4、as become a necessary form to</p><p>　　In the real business activities, brands and trademarks is a certain distinction, in general, the brand is a generic, all can be used to identify the product differentia

5、tion and market know any names and symbols can be referred to the brand Jinhua ham, Nanxiang dumplings, Temple spiced beans and so on. But truly become a trademark must be registered officially registered, legally protec

6、ted brand elements, including specific names, patterns, text, logos, and so on. Not protected by law has not bee</p><p>　　The brand is attached to a particular product and corporate existence, so often it ha

7、s become a symbol of this product and corporate. When people see a brand, they think they represent the products or enterprise-specific quality, think of the benefits and services available to accept this brand of produc

8、t or business. This constitutes the basic attributes of the brand. However, due to the brand itself is a text and graphics, its own cultural connotation, but also make people produce some kind of</p><p>　　At

9、tributes: brand represented by the product or the quality of content, it may represent a certain quality, function, process, service, efficiency, or position.</p><p>　　Interest: from the consumer's point

10、 of view, they are not the simple acceptance of the brand attributes, but from their own point of view to understand the benefits of the various properties of its own brand in the minds of consumers, often different leve

11、ls of a symbol of interest to evaluate the size of the consumers to the brand represents the interests of the brand. </p><p>　　Value: brand quality and reputation of their product or business on behalf

12、of a different grade level, and thus a different value in the minds of customers. It also reflects the enterprise in product design and promotion of certain values.</p><p>　　Culture: The brand is a carrier o

13、f culture, their choice of symbol itself is a significant cultural, it will enable people to produce a variety of association corresponding to their cultural background, and to determine its choice. The brand represents

14、product or the business itself has cultural characteristics will be reflected in the brand, understanding and recognition, which is the implicit culture of the brand.</p><p>　　Personality: a good brand shoul

15、d have a distinct personality characteristics, not only in the performance of the form that enables people to feel unique, innovative and prominent, and make people think of some kind of distinctive personality character

16、istics of the persons or things, so as to make the brand to produce effective the identification function.</p><p>　　The role of sense: the brand also reflects the sense of a certain role, because it tends to

17、 like and select the specific customer groups, so that certain brands become the symbol of the role of specific customer groups. Outside groups to use the brand's products will make the surprise. This is the adaptabi

18、lity of the user with the brand represents the values, culture and personality.</p><p>　　The value of the brand</p><p>　　Brand connotation, so that a variety of different brands, with its measur

19、ed value. Brand the Value of the formation is mainly due to brand the product or business competitive in the market differences, which would make the price and marketing costs is very different. If any stores would not w

20、orry about the "Coca-Cola's sales have to put a lot of promotional energy of an unknown beverage.</p><p>　　Competitiveness of the brand formed the basis of brand value, brand competitiveness is gene

21、rally expressed as five levels:</p><p>　　1.A brand of ignorance: most consumers do not know the brand, brand competitiveness of the worst;</p><p>　　2.Brand awareness: a certain degree of awarene

22、ss of the consumer brand, but not necessarily as an optional object, brand competitiveness in general;</p><p>　　3. Brand acceptance: most consumers will not refuse to buy this brand, the brand more comp

23、etitive;</p><p>　　4. brand preference: in a variety of brands, consumers tend to buy the brand, the brand more competitive;</p><p>　　5.brand loyalty: a considerable part of the consumer non-do n

24、ot buy the brand, the brand's most competitive.</p><p><b>　　譯文</b></p><p><b>　　品牌的含義 </b></p><p>　　圖案或其他識(shí)別符號(hào)所構(gòu)成。在產(chǎn)品的品種類別如此繁多的當(dāng)今市場(chǎng)上，若沒(méi)有品牌，就象一個(gè)班級(jí)的所有學(xué)生沒(méi)有姓名和

25、編號(hào)一樣，是不可思議的。不僅生產(chǎn)者無(wú)法吸引消費(fèi)者來(lái)購(gòu)買(mǎi)自己的產(chǎn)品，消費(fèi)者也無(wú)法根據(jù)自己的偏好，在市場(chǎng)上進(jìn)行商品的選購(gòu)。所以“指名購(gòu)買(mǎi)”已經(jīng)成了當(dāng)今市場(chǎng)上購(gòu)買(mǎi)大多數(shù)商品的必要形式，品牌也就確定了其不可或缺的重要地位。 </p><p>　　在現(xiàn)實(shí)經(jīng)營(yíng)活動(dòng)中，品牌和商標(biāo)是有一定區(qū)別的，一般來(lái)說(shuō)，品牌是一種泛指，凡是能夠用以識(shí)別產(chǎn)品差異，并被市場(chǎng)所認(rèn)識(shí)的任何名稱和符號(hào)，都可稱作品牌、如金華火腿、南翔小籠包、城隍廟五香豆

26、等。但真正能成為商標(biāo)的，則必須是經(jīng)過(guò)正式登記注冊(cè)的，受到法律保護(hù)的品牌要素，包括特定的名稱、圖案、文字、標(biāo)識(shí)等等。沒(méi)有經(jīng)過(guò)注冊(cè)的品牌不受法律保護(hù)，所以也就難以成為獨(dú)有的識(shí)別標(biāo)志——商標(biāo)。甚至在被他人注冊(cè)之后，就不得不放棄使用。在中國(guó)，注冊(cè)的商標(biāo)旁一般都有R符號(hào)作為“已注冊(cè)”的標(biāo)志。 </p><p>　　品牌由于依附于某種特定的產(chǎn)品和企業(yè)而存在，所以通常它也就成為這種產(chǎn)品和企業(yè)的象征。當(dāng)人們看到某一品牌時(shí)，就會(huì)聯(lián)

27、想到其所代表的產(chǎn)品或企業(yè)的特有品質(zhì)，聯(lián)想到在接受這一品牌的產(chǎn)品或企業(yè)時(shí)所能獲得的利益和服務(wù)。這就構(gòu)成了品牌的基本屬性。然而由于品牌本身又是一種文字和圖案，其本身所具有的文化內(nèi)涵，也會(huì)使人們產(chǎn)生某種聯(lián)想，所以品牌的內(nèi)涵就變得十分復(fù)雜。通常來(lái)說(shuō)，品牌的內(nèi)涵可以從六個(gè)方面來(lái)認(rèn)識(shí)： </p><p>　　屬性：是指品牌所代表的產(chǎn)品或企業(yè)的品質(zhì)內(nèi)涵，它可能代表著某種質(zhì)量、功能、工藝、服務(wù)、效率或位置。 </p>

28、<p>　　利益：從消費(fèi)者的角度看，他們并不是對(duì)品牌的屬性進(jìn)行簡(jiǎn)單的接受，而是從自身的角度去理解各種屬性對(duì)自身所帶來(lái)的利益，所以品牌在消費(fèi)者的心目中，往往是不同程度的利益象征，消費(fèi)者會(huì)以品牌所代表的利益大小來(lái)對(duì)品牌作出評(píng)價(jià)。 </p><p>　　價(jià)值：品牌會(huì)因其所代表的產(chǎn)品或企業(yè)的品質(zhì)和聲譽(yù)而形成不同的等級(jí)層次，從而在顧客心目中形成不同的價(jià)值。同時(shí)它也體現(xiàn)了企業(yè)在產(chǎn)品設(shè)計(jì)和推廣中的某種特定的價(jià)值觀

29、。 </p><p>　　文化：品牌是一種文化的載體，其所選用的符號(hào)本身是一種顯在文化，它可使人們產(chǎn)生同其文化背景相應(yīng)的各種聯(lián)想，從而決定其取舍。品牌所代表的產(chǎn)品或企業(yè)本身所具有的文化特征，也會(huì)在品牌中體現(xiàn)出來(lái)，被人們理解和認(rèn)同，這是品牌的隱含文化。 </p><p>　　個(gè)性：好的品牌應(yīng)具有鮮明的個(gè)性特征，其不僅在表現(xiàn)形式上能使人們感到獨(dú)一無(wú)二，新穎突出，而且會(huì)使人們聯(lián)想到某種具有鮮明個(gè)

30、性特征的人或物，這樣才能使品牌產(chǎn)生有效的識(shí)別功能。 </p><p>　　角色感：品牌還體現(xiàn)了一定的角色感，因?yàn)樗鶗?huì)是某些特定的顧客群體所喜歡和選擇的，從而使某些品牌成為某些特定顧客群體的角色象征。群體之外的人使用該品牌的產(chǎn)品會(huì)使人感到驚訝。這也就是使用者同品牌所代表的價(jià)值、文化與個(gè)性之間的適應(yīng)性。 </p><p><b>　　品牌的價(jià)值 </b></p&

31、gt;<p>　　品牌所固有的內(nèi)涵，使各種不同的品牌，具有了其可能衡量的價(jià)值。品牌價(jià)值量的形成主要是由于品牌使產(chǎn)品或企業(yè)在市場(chǎng)上所形成的競(jìng)爭(zhēng)力產(chǎn)生差異，這會(huì)使其價(jià)格和營(yíng)銷(xiāo)成本發(fā)生很大的不同。如任何商店都不會(huì)擔(dān)心“可口可樂(lè)”的銷(xiāo)路，而對(duì)一個(gè)不知名的新飲料卻要投放很大的促銷(xiāo)精力。 </p><p>　　品牌的競(jìng)爭(zhēng)力是形成品牌價(jià)值的基礎(chǔ)，品牌競(jìng)爭(zhēng)力一般會(huì)表現(xiàn)為五種層次： </p><p

32、>　　1、品牌無(wú)知：大多數(shù)消費(fèi)者不知道該品牌，品牌的競(jìng)爭(zhēng)力最差； </p><p>　　2、品牌認(rèn)識(shí)：消費(fèi)者對(duì)品牌有一定程度的認(rèn)知，但不一定將其作為選購(gòu)對(duì)象，品牌競(jìng)爭(zhēng)力一般； </p><p>　　3、品牌接受：大多數(shù)消費(fèi)者不會(huì)拒絕購(gòu)買(mǎi)這樣的品牌，品牌的競(jìng)爭(zhēng)力較強(qiáng)； </p><p>　　4、品牌偏好：在各種品牌比較中，消費(fèi)者傾向于購(gòu)買(mǎi)這一品牌，品牌競(jìng)爭(zhēng)力更強(qiáng)