Building Your rand（品牌建设）.doc

毕 业 设 计（英文翻译） 译文内容 Building Your rand（品牌建设） 译文出处 /inbusiness/editorial/sales/ibt/branding.html 系 别： 经济管理学院 专 业： 汽车营销 班 级： T753-1 学生姓名： 李德辉 学 号： 20070530112 指导教师： 姚丽萍 Building Your Brand Overview Branding is more than just a business buzzword. It has become the crux of selling in the new economy. If the old marketing mantra was, Nothing happens until somebody sells something, the new philosophy could be Nothing happens until somebody brands something. In its simplest form, a brand is a noun. It is the name attached to a product or service. However, upon close inspection, a brand represents many more intangible aspects of a product or service: a collection of feelings and perceptions about quality, image, lifestyle and status. It creates in the mind of customers and prospects the perception that there is no product or service on the market that is quite like yours. In short, a brand offers the customer a guarantee and then delivers on it. You might infer, then, that if you build a powerful brand, you will in turn be able to create a powerful marketing program. However, if you cant convince customers that your product is worthy of purchasing, no amount of advertising dollars, fancy packaging or public relations will help you achieve your sales goals. Therefore, successful branding programs begin with superior products and services, backed by excellent customer service that permeates an entire organization. Outline: I. The Importance of Branding II. When Should You Brand? III. Types of Brands IV. What Goes Into a Brand? V. Whats in a Name? VI. Brand Positioning I. The Importance of Branding One of the truths of modern business is that there is almost nothing that your competitors cant duplicate in a matter of weeks or months. If you have a great idea, you can be certain that somebody will copy it before long. And not only will they follow your lead, but they may also be able to do a better job or sell the product or service a