城市品牌与城市形象中英文课件..pptVIP

城市形象与城市品牌　　　　　　：概念辨析　City Image and City Brand: Conceptual Analysis 一、“形象”和“品牌”两个概念的识别 1 关于“形象” 概念 英文叫“image”，源于人们对具体事物的感知 人们的感知和感觉，相对于“具体”而言 展现的是事物的“气质” 是一种基于资源基础上的宏观概括 形象可以产生价值 …… ⅠIdentification of “Image” and “Brand” 1 About “Image” Concept It is called “image” in English and it originates from people’s perception of specific objects People’s perception and feeling, as apposed to “concreteness” Representation of objects’ “quality” A macro-generalization base on resources Image can yield value …… 一、“形象”和“品牌”两个概念的识别 2 关于“品牌” 英文叫“Brand” 建立在消费者对一个具体产品认知基础上 是对产品所形成的影响力的行为认知 名称、术语、标记、符号、图案或组合 品牌可识别，具有价值（品牌价值） 品牌与产品的比较（如图） ⅠIdentification of “Image” and “Brand” 2 About “Brand” English name ---“brand” It is based on the consumer’s perception of concrete product It is the recognition of the influence and behavior of the product Name, term, label, sign, design or combination The brand can be recognized and it is of value (brand value) The comparison between brand and product (see table) 一、“形象”和“品牌”两个概念的识别 ⅠIdentification of “Image” and “Brand” 一、“形象”和“品牌”两个概念的识别 3 关于“口号” 英文叫“Slogan” 专门用于口头的 纲领性和鼓动性的简短句子 广告词就是一种口号 口号反映理念 口号有效传播形象或品牌 ⅠIdentification of “Image” and “Brand” 3 About “Slogan” It is called “Slogan” in English It is particularly useful orally Simple principal and persuasive sentences Ad words itself is a slogan The slogan reflects the idea The slogan is beneficiary to the effective transmission of image or brand 一、“形象”和“品牌”两个概念的识别 4 总结 “品牌”和“形象”都是为了与竞争者相区分 二者适用对象不同 形象更加宏观，品牌比较微观 二者有时也可合二为一。“品牌形象” “品牌”和“形象”都需要借用、用于传播的简短语言 ⅠIdentification of “Image” and “Brand” 4 Conclusion “Brand” and “Image” exists to be distinguished from other competitors They have different applied objects Image is more macro and brand is more micro They can be integrated into “brand image” occasionally “Brand” and “Image” both rely on the use of simple sentences beneficiary to the transmission 二、“城市形象”和“城市品牌” 1 关于“城市形象” 城市是一个有机体，城市应该有形象 什么是城市形象