Intercultural Branding跨文化品牌概述.pptVIP

Intercultural Branding I. Definition and Components of a Brand 1 DefinitionsA brand is a type of product manufactured by a particular company under a particular name. [ The New Oxford Dictionary of English]A brand is the name of a product. [Simply speaking] I 2 ComponentsA brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from competition. [American Marketing Association]A brand is a mixture of tangible and intangible attributes symbolized in a trademark, which, if properly managed, creates influence and generates value. [A leading branding consultancy] IVolvo means safetyColgate means cleanIPod means cool IA brand name is the name given to a product by the company that makes it.A brand name is a part of a brand that can be spoken, or the vocal part of the product------including letters, words and numbers------ such as 7-Up. IBesides words, a brand can also be marked by elements like symbols or designs. They are called a brand mark.A trade name is the full and legal name of an organization, such as General Motors, rather than the name of a specific product of the company such as Buick. IA trademark is a legal designation indicating the owner has the exclusive right to use the brand or a part of the brand, and others are prohibited by law from using the same brand.Brand name: Coca-ColaBrand mark: ribbonTrade name: Coca-Cola CompanyTrademark: as the brand picture IBranding includes brand naming, packaging, advertising, and other sales promotion activities. [Li Zhengyi]Branding is an important part of international product marketing strategy, which involves brand naming, trademark registration, and brand name translation. [Gary Mueller]Branding means we need brand vision together with brand platform or architecture based on our corporate business plan. IBranding also means we develop the brand positioning, value and identity syste