个性化品牌战略外文翻译.docVIP

外文翻译 原文 Strategies for distinctive brands Source : Journal of Brand Management Author: Zaichkowsky, Judith Lynne INTRODUCTION Much literature in the area of branding has focused on brand equity and its importance to strong brands. Although everyone agrees that understanding and creating brand equity is essential for marketing, very little academic attention is paid to understanding the importance of brand identity and its relation to brand equity and brand management. Brand identity is the visual picture and meaning derived from the visual impact of the brand. For the consumer to identify brands with their respective manufacturers, the brands must be sold with distinctive features supplied by that particular manufacturer. Strong and unique links to one source is what complements and protects brands from being inter-changeable in the marketplace. The purpose of this article is to review the various components of brand names, logos / symbols, typefaces, colours, shapes, and product-benefit descriptions that help create distinctive and differentiated brands in the minds of consumers. Examples are drawn from industry and the academic literature, which at times goes far beyond marketing, and include design elements and perceptual processing. The goal is to provide businesses and brand managers with the idea of an identity programme through a coordinated effort to relate all of the vis-ible elements that the brand uses. These include brand names, logos / symbols, type-face, colours, shapes and product benefit descriptions used in advertising, package, product identification, publications, letter-heads and websites. BRAND NAMES As consumers rely heavily on brand names to identify goods and services for purchase, it is important for brand owners to select a name that is distinct when they want their brand to stand out in the marketplace. The kind of name selected for identifying one’s goods might range from the following: (1) strong distinctive coined letter combi