营销英语整理by书评.pdf

营销英语 题型： 翻译 15*2 判断对错5*2 简答题6*5 写作30 Branding 1 Branding2 Brand Value Brand: Most companies decide to brand their products or services by using a name, a symbol or a design to identify it and differentiate it from the competitive set – that is, rival brands. A brand name is the name given to a product or a range of products – goods of a similar type that are marketed together. The trademark is the legal protection for the brand. A brand manager is responsible for branding – creating, maintaining and building a brand. He or she works on all aspects of the brands. (The brand image, the brand essence, the brand promise, the brand vision) A premium brand 溢价品牌 An economy brand 经济品牌 An own brand 自有品牌own-label brand or private label brand A brand leader 品牌领导者 the best-selling brand A no brand 通用品牌，普通品牌 generic brand The flagship brand 旗舰品牌 Co-branding 联合品牌 two brands working together to create a new product. The brand platform (the brand vision, the brand personality, the brand mission, the brand tone of voice, the brand values) Brand management Brand strategy Brand behavior Brand experience Total branding整体品牌建设 Touch points接触点 The brand strategy shows how the brand will meet its objectivities. It influences the overall business strategy of a company to ensure consistent brand behavior, meaning what the brand does and how it acts in all advertising media, and consistent brand experience-the exposure and interaction a consumer has with the brand. Rebrand 重塑品牌 Stretch the brand 延伸品牌 Brand extension Brand positioning Enhance the brand Using brand leverage利用品牌杠杆 Maintaining brand equity Building brand preference Building brand loyalty = brand retention Building brand awareness Building brand consideration Brand values are