Brand and Branding品牌

品牌专业术语品牌定位（brand positioning）：是指设计公司承诺或形象的行动，从而可以在目标客户的脑海中占据独特和有价值的地位。

品牌审计（audit）：是对品牌的全面考察，已评估品牌的健康状况，揭示品牌资产的来源，并就改善和提升品牌资产提供建议。

品牌价值链（brand value chain）：是以企业向用户承诺的最终品牌价值为导向和目标，从企业经营的整个业务链入手，梳理和改善每一个环节，使之符合品牌价值的要求。

这样的价值链贯彻企业经营的所有环节，包括产品研发、采购、生产、分销、服务、传播等等。

品牌资产（Brand Equity）：也称品牌权益，是指只有品牌才能产生的市场效益，或者说，产品在有品牌时与无品牌时的市场效益之差。

品牌的名字与象征相联系的资产（或负债）的集合，它能够使通过产品或服务所提供给顾客（用户）的价值增大（或减少）。

基于顾客的品牌资产（customer-based brand equity）：顾客品牌知识所导致的对营销活动的差异化反应。

品牌—产品矩阵（brand product matrix）：是公司出售的全部产品和品牌的图标。

品牌架构（brand hierarchy）：显示了公司产品之间相同的和独特的品牌元素和性质。

通过勾勒公司销售的众多产品间的品牌联系，品牌架构可以描绘企业的品牌战略。

品牌组合（brand portfolio）：是指特定公司在特定品类内出售的所有品牌和品牌线的集合。

品牌认知（brand awareness）：与记忆中的品牌节点和品牌强度有关，它反映了消费者在不同情况下辨认该品牌的能力。

节点代表储存的信息和概念。

品牌认知是由品牌再认和品牌回忆构成的。

品牌再认（brand recognition）：是指消费者通过品牌暗示确认之前见过该品牌的能力。

品牌回忆（brand recall）：是指在给出品类、购买或使用情境作为暗示的条件下，消费者在找出该品牌的能力。

品牌和打造品牌1.在变化的时代中，拥有未来的是不断学习的人，而非已经饱读史书的人，他们漂亮的知识装备只适用于一个不复存在的世界。

2.问：消费者究竟如何决定买什么？答：当可选择的产品价格相差不多时，消费者会买他们经常买的产品——最熟悉的和令人最舒服的品牌。

3.习惯是有很大影响力的，在新习惯还没有养成之前，以培养成的习惯就占据统治地位。

当消费者对某一品偏爱之后，他们就会习惯的购买者品牌的产品或服务。

消费者的这种习可以称之为对品牌忠诚的习惯，这正是使品牌价值十亿美元的原因。

4.品牌是一套价值体系的简化描绘，这套价值体系在长时期内给消费者和潜在消费者以可以始终如一地信任的商品价值。

它使自己代表的产品区别于竞争对手的产品或服务。

5.以正确的方式选择品牌的名称至关重要。

6.一个强势的品牌可以是你最好的朋友，也可以是你最残酷的敌人，当他是你获得消费者青睐的最有效的工具时，他是你的朋友；而当你不小心滥用它，或者你疏忽了它本来的脆弱本质而损害了他，他就立刻成了你最有害的敌人。

7.影响品牌价值的六大因素：A.最强劲的品牌超越了他所代表的产品的本身——品牌界定了产品。

B.商家和顾客的情感纽带越牢固，品牌越强劲C.品牌跨越它自身固有的界限D.举债经营品牌的挑战性来自于保持信任因素的艰难。

E.强势品牌必须具有超越时间和界限的可预言性和连续性。

F.品牌持有者必须警惕异想天开8.当你和你的品牌备受推崇时，你不能放松警惕而需要更加小心谨慎。

9.品牌价值有三个层面：功能价值；抒情价值；中心价值。

10.质量问题不仅仅是修理问题，它会损害一个品牌。

11.人总归是人，虽然因其国家不同而有所区别，但人们具有的更多的是相似点。

以此为前提，你可以建立世界级品牌。

12.修复一个已受损的品牌很难，并不总能取得成功——确信他是值得你那样做的。

只有当要修复的品牌曾经是很强劲的品牌时，修复它所用的资本和时间还有失败的风险才是值得的。

13.品牌忠诚度的力量是很强大的，甚至可以超越某些人对其配偶的忠贞。

Companies don’t fail.Products don’t fail.Brands don’t fail.It is management that fails to make the rightleadership decisions.•Differentiation •Segmentation •Multiple brands or onepowerful brand?03Branding,Brand Equity&Segmentation•What is it?•When it works for its own sake•When it is wasted •Life cycle•Innovation•Differentiation(Homogeneity vs Heterogeneity,Product Types,strategies to match)Differentiation•On the basis of target customer needs,a business must develop a product position that is in some way differentially superiorto competitors product positions.•Some key differentiation strategies include:•Price•Quality•Brand(status)•ServiceGroup Exercise:Positioning Map Create your own Positioning MapSegmentationThe Most Powerful Tool in the Arsenal of a Marketing Manager’s weapons!SEGMENTATIONSame Demographic–25to35,tertiary educated,highhousehold income,single,living alone,female•Segment ALoves reading,picnics, opera,swimming,doesn't drink.SegmentBLoves the football,redmeat,whiskey,Irishmusic,crowdedbars.SegmentCLoves R&B,French food,champagne,dancing,late night strolls.P r o d u c t 1Looking for a girlfriend.Building Brand Equity /Brand_Management.htm 43ExchangeSegmentation •The Power of the7th P•Deeper significance of understanding Marketing.•Does“product”still matter?•About“packaging”Building Brand Equity /Brand_Management.htm44•Internal Marketing •Politics•Engagement&AlignmentBuilding Brand Equity /Brand_Management.htm45Market Perceptual Map–Image Attributes &Brand Positioning–Total MarketBuilding Brand Equity /Brand_Management.htm46Group Exercise:LuxotticaIts best known brands are Ray-Ban,Persol,and Oakley,butLuxottica also makes sunglasses and prescription frames fordesigner brands such as Chanel,Prada,Giorgio Armani,Burberry,Versace,Dolce and Gabbana,Miu Miu,DKNY,andTory Burch.What is the strategy or what strategic branding activity couldtake market share from Luxottica?How could/should Luxottica defend against your strategy andplanned tactics?Building Brand Equity /Brand_Management.htm47。

英文回答：Under the current market economy conditions, branded enterprises are important in the national economy and their role is not limited to the provision of goods and services. The three goods are the same, i.e. the unity of brands, products and business culture. This unity is reflected not only in the external image but more in the intrinsic cultural and philosophical unity. Branding firms can achieve long—term stable development by creating a good brand image, creating an enterprise culture, increasing marketpetitiveness and being attractive to users.在当前市场经济条件下，品牌企业在国民经济中地位重要，其作用不仅仅是提供商品和服务。

三品合一，即指品牌、产品和企业文化的统一。

这种统一不仅在外部形象上体现，更多的是内在的文化和理念的统一。

品牌企业通过三品合一能够树立良好的品牌形象，树立企业文化，提升市场竞争力，对用户具有吸引力，从而实现长期稳定的发展。

The brand is the face of the business, just like the representative and logo. A successful brand allows firms to emerge from intense marketpetition and gain the trust and approval of users. To project a brand image, firms need to work on product quality, service attitudes, advocacy, etc., and only through continuouseffort and input can they win the hearts of users. The product,as the carrier of the brand, reflects the strength and content of the brand. High—quality products are the cornerstone of the brand and an important safeguard for branding enterprises in the market. Business culture, on the other hand, is the soul of branded enterprises, embodying their core values and codes of conduct. It exists in all aspects of the enterprise, in terms of its management system, staff training and the social responsibility of the enterprise. Harmonization of brands, products and business culture is an important safeguard for long—term enterprise development.品牌就是企业的门面，就像企业的代表和标识一样。

品牌的英语名词解释品牌在现代商业社会中扮演着重要的角色，它不仅仅是产品或服务的名称，更是一种标识、信任和价值的象征。

品牌的英语名词解释涵盖了多个方面，包括品牌的定义、构成要素、价值和建设过程。

本文将通过介绍和解释这些名词，帮助读者更好地理解品牌及其重要性。

1. 品牌 (Brand)品牌是指根据某个特定组织或个人的需求和目标，借助标志、名称、符号或设计等独特元素来创建和识别产品或服务的身份。

品牌不仅包括外在的可见元素，还包括不可见的内在价值和情感联结。

一个成功的品牌能够在消费者心中引起共鸣，并赋予产品或服务独特的意义和认同感。

2. 品牌价值 (Brand Value)品牌价值是指一个品牌所能创造的经济价值。

它是表征品牌对于市场份额和利润的影响能力，以及品牌带来的回报率。

品牌价值通常与品牌的知名度、品质、忠诚度和声誉等因素相关。

一个有价值的品牌能够吸引更多的消费者，提高销售额，并在市场竞争中取得优势地位。

3. 品牌定位 (Brand Positioning)品牌定位是指将品牌在目标市场中与竞争对手进行区分，以特定的方式定位品牌在消费者心目中的位置。

通过品牌定位，企业可以准确定义自己的目标市场、目标消费者和相应的市场差异化策略。

品牌定位不仅仅是传达产品或服务的特性，还涉及到品牌的形象、个性和价值主张。

4. 品牌形象 (Brand Image)品牌形象是品牌在消费者心中的整体印象和感知。

它是由品牌的外部表现、传播方式、产品质量和消费者体验等因素所塑造的。

一个良好的品牌形象能够增强消费者对品牌的信任感、忠诚度和认同感，同时也有助于品牌在市场中建立竞争优势。

5. 品牌延伸 (Brand Extension)品牌延伸是指在已有品牌的基础上，将品牌扩展至相关或不相关的产品或服务领域。

通过品牌延伸，企业可以利用原有品牌的知名度和信任度，快速进入新的市场领域。

然而，品牌延伸也需要谨慎，以免损害原有品牌的价值和形象。

联合品牌策略是指两个或更多的品牌在市场上合作，共同推出一种产品或服务，以实现相互的营销和业务目标。

这种策略通过结合两个品牌的影响力、资源和市场知名度，旨在创造一种超越独立品牌的联合效应。

以下是一些与联合品牌策略相关的关键术语的解释：1. 联合品牌（Co-Branding）：- 联合品牌是指两个或更多品牌的联合使用，它们在某种程度上结合在一起，形成一种新的品牌身份。

联合品牌可以是产品、服务、活动等的联合推出。

2. 品牌协作（Brand Collaboration）：- 品牌协作是指两个或多个品牌之间的合作关系，旨在共同开发、推广或销售产品或服务。

这种合作可以包括共同设计、联合营销活动等。

3. 品牌整合（Brand Integration）：- 品牌整合是指在联合品牌策略中，将参与合作的品牌融合在一起，形成一种共同的品牌形象。

这种整合旨在让消费者感知到两个品牌之间的关联性和协同效应。

4. 跨界合作（Cross-Brand Collaboration）：- 跨界合作是指来自不同行业或领域的品牌之间的合作。

这种合作可以通过共同推出一种新产品、联合举办活动等形式展现。

5. 共同推广（Joint Promotion）：- 共同推广是指联合品牌合作伙伴共同投资并推动产品或服务的市场推广。

这可能包括共同广告、促销活动、赞助等。

6. 品牌价值共鸣（Brand Value Resonance）：- 品牌价值共鸣是指联合品牌合作中，两个品牌之间的核心价值和定位能够产生共振，使合作更有吸引力和有效果。

7. 联合宣传（Co-Promotion）：- 联合宣传是指联合品牌合作伙伴通过共同的宣传渠道和手段，向目标受众传达联合品牌的信息。

联合品牌策略的成功通常取决于品牌之间的协同效应、目标受众的接受程度以及合作伙伴在合作中能够产生的附加价值。

这种策略有助于吸引更广泛的受众，增强品牌影响力，并在市场上创造独特的竞争优势。

Branding 1& Branding2& Brand ValueBrand: 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 brandA brand leader品牌领导者the best-selling brandA no brand通用品牌，普通品牌generic brandThe 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 managementBrand strategyBrand behaviorBrand experienceTotal 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 extensionBrand positioningEnhance the brandUsing brand leverage利用品牌杠杆Maintaining brand equityBuilding brand preferenceBuilding brand loyalty = brand retention Building brand awarenessBuilding brand considerationBrand values are the code by which the brand lives and operates. They express how the brand wants to be seen by its consumers.Area of expertise专门领域strong heritage传统，继承Dynamic 动态的，积极的，有活力的FreshnessModernityKnowledgeable about Trustworthiness 可靠，依赖Outlook前途前景Simplicity简明Inspirational鼓舞人心的Luxury奢侈的，奢华的U19 Market segmentationMarket segmentation identifies groups of buyers within a market who share similar needs and demonstrate similar purchasing behavior.Demographics (age, sex, religion or ethnicity, income, life cycle) Psychographics (education, attitudes and opinions, lifestyle, thrifty)Target a segment瞄准一个目标市场Customer profile客户分析Household家庭，家喻户晓Consumer life cycle（CLC）City dwellers UrbanitesCommuters经常往返者ABC Socio-Economic Categories：ABC社会经济类别A classification of residential neighborhoodsABs priced, high disposable income PreferenceCity urbanitesAlthough every marketing department has its own definitions and names for the market segments they target, there are some common terms. In 1962 Rogers described five market segments in his book Diffusion of innovations.（新产品渗透理论）According to diffusion of innovations, market could be divided into 5 segments. They are Innovators, Early adopters, early majority, late majority and Laggards. Innovators create something new and start a new trend. Early adopters identify trends early and like to be associated with the start of a trend. Early majority follow the trends set by the early adopters. Late majority follow the trends that have been tested by the early majority. Laggards are the last group of people to buy a product or brand: indeed they may never buy it.Market segments may also be divided according to professions, lifestyles or age groups.Affluent 丰富的富饶的appeal to对…有吸引力lifecycle生命周期Baby boomer TweensU20 customer needs and behaviorMaslow’s hierarchy of needs马斯洛的需求层次理论Physiological needs生理需要food and housingMajor customer concern主要顾客关注Safety needs安全需要protectionSocial needs社交需要/归属需要membershipEsteem needs自尊需要to maintain one’s lifestyle and social statusSelf-fulfillment needs自我实现需要projects and dreamsFulfillPurchasing behavior = purchasing patternFinal purchasing decisionPurchasing intentionsRoutine purchases常规采购，日常采购Personal involvement亲身介入，个人参与Impulse purchasing冲动购买Be attuned to使协调U21 loyalty programsCustomer loyalty is critical to business success and profitability.Loyal customers buy more, and so improve sales and profit margins. However, customers are becoming increasingly fickle or disloyal-they no longer hesitate switch, or change, retailers and brands.Fickle=disloyalImplement loyalty programMaximize customer loyaltyMinimize customer defectionRetainPreferred customersStore card=loyalty cardCustomers complete an application form with demographic data and receive a plastic card which is used firstly to record information about what the customer buys on their transaction record交易记录, and secondly to reward them with vouchers凭单, points or coupons优惠券, which can all be used, or redeemed赎回, to get gifts or money off future purchases.Rewards card=point card=club cardLoyalty program=loyalty schemesLoyalty programs are an effective tool to build relationships with customers.Our loyalty card is suffering from fatigue疲劳. I mean, it’s just one more card fighting for wallet space.Redemption option赎回，返回Online loyalty programU22 Motivation marketing动机营销/激励营销Motivation marketing engages staff and gets them interested by using events or incentives. It also aims to recognize and reward staff efforts by offering prizes orrewards for good performance.Monthly incentive 月度激励Other benefits or motivation marketing include:Increased job satisfactionImproved productivityImproved performanceEncouraging behavior changesIncreased sales force effectivenessImproved product launches: boost market penetration提高市场渗透率Staff incentive schemesMorale士气Building staff loyalty will result in lower staff turnover or churn变动.Reduce staff absenteeism旷工In order to motivate staff, a company may choose to use cash substitutes or noncash awards such as a travel incentive – sending staff on a short trip or holiday.Big ticket giveaways 大票赠品Sales incentives 销售激励Qualifying period试用期Nominations 提名NominateStaff turnover 人员变动Staff reactionU23 Customer relationship managementIn a nutshell, one-to-one marketing, also known as customer relationship management or CRM, is based on the idea of treating different customers differently. Companies are faced with declining customer loyalty and shrinking profit margins. One to one marketing strategies enables companies to create long-term, mutually beneficial relationships with customers. These result in greater customer loyalty and improved margins.Some steps a company could take to implement one to one marketing effectively: （IDIC）Identify your customers at all points of contact.Differentiate between your customers based on individual needs and value to your organizations.Interact with your customers in a two-way dialogue.双向互动Customize or tailor some aspect of your products or services based on what you learn from your customers.CRM technologyGathering, storing and analyzing customer data. Front office systems 前台办公系统Back office system 后台办公系统Database or data warehouse 数据仓库系统Mine the dataData mining reveal patterns in customer behaviorMass customization 大规模定制化Sliver market白银市场Consumer protection groups or watchdogs消费者保护团体或机构Disclose customer data 泄露顾客数据Encrypt the information对信息进行加密Gather information收集信息Customer record顾客记录U24 the customer budgetMarketing must contribute to the profitability of a business-how much profit it makes. The marketing budget presents the cost of the marketing plan. It can include the cost of distribution and different marketing actions, such as advertising or market research. The annual marketing budget年度营销预算shows what the marketing department is planning to spend over the year. Management may ask the marketing team to justify证明，对…做出解释or modify 修正修订the budget before giving approval给予批准.Budgeting approaches1.The affordable approach.量入为出法The company forecasts revenues, and allocate a part of the remaining funds剩余资金to promotion. Marketing is considered as a cost that can be cut (reduced), depending on what the company can afford- that is, how much money it has left.2.The percentage of sales approach销售百分比法A percentage of current or anticipated sales预期销售(what a company expectsto sell) is allocated to marketing actions. Typically, ten percent of net sales is spent on promotion.3.The objective-and-task approach目标任务法The company costs out估计出, or calculates, the cost of reaching its marketing objectives. For example, new products will need large advertising budgets to build awareness.petitive parity竞争对等法Competitor investment is tracked, or monitored监控，记录, and used as a rule of thumb经验(a guideline) to set the promotion budget. The objective is to beat or match the investment of competitors.Whichever the approach is chosen, marketers need to respect the budget遵照预算, that is, not go over the budget or be under budget.Marketers are accountable/ responsible for their budget.Cost-effective 符合成本效益的，not a waste of moneyReturn on investment (ROI)投资回报，投资收益MonthlyQuarterly季度地Marketing metric营销指标to quantifyU25 PriceThe following extract looks at some strategies to consider when fixing a price: 1.Premium pricing溢价定价: Use a high price when there is a substantialcompetitive advantage.2.Penetration pricing渗透定价: The price is set artificially low in order to gainmarket share. Once this is achieved, the price is increased.3.Economy pricing经济定价: Marketing and manufacturing costs are kept to aminimum.4.Price skimming撇脂定价: Charge a high price because you have a newproduct type. However, the high price attracts new competitors into the market, and the price falls due to increased supply.5.Psychological pricing心理定价: The customers respond on emotional, ratherthan rational, basis. For example, charging 99 cents instead of 1 dollar.6.Captive product pricing囚徒定价: Companies will charge a premium pricewhere the consumer cannot choose a competitive product.7.Product bundle pricing捆绑定价: Sellers combine several products in thesame package.Pricing considerations1.Alternative solutions可替代的解决方案2.Ease of comparison是否便于比较3.Unique benefits/ Unique selling points (USPS)特别销售卖点4.Monetary significance货币价值5.Demand6.Price sensitivity价格敏感度plementary costs补充成本Price testCarry out a price test to find out what customers think is a fair priceU26 logistics and distribution chainLogistics is the management of the transport and storage of goods.Completion完成Warehouse仓库，大商店Shipping methodShip: to ship is to deliver. ShipmentsFreight运送，货物Air freight空运ALoad负荷，装载Shipping methodsLand= arriveRail freight铁路运输Road haulage公路运输Lorry=truckContainer ship集装箱运货船;货柜船Delivery service配送服务Direct distribution直接分销，直接配送Eliminate the middlemen and sell directly to the consumers. Maintain complete control over stock level. (Distribution costs)Direct distribution allows Dell to eliminate wholesalers, who buy and sell goods in large amounts to shops and business. The one advantage is that Dell doesn’t have to deal with wholesalers or spend time keeping track of inventory in the wholesalers’warehouse. Another advantage is that Dell has eliminated retailers-the people, shops or business that sell to the public. That mean, Dell doesn’t have to receive customer orders from retailers and it can take orders directly from the customers.Indirect distribution：Most manufacturers or service providers use an indirect distribution channel to connect the product and the consumer, where some kinds of distributor or distribution intermediary流通中介is used.U27 Merchandising推销，销售规划Merchandising is used to describe a marketing practice in which the brand image of one product, the core brand, is used to sell anther product. For example, Mickey Mouse is used to sell Disney merchandise such as bags and clothes. The goal is to increase retail sales.Promotional merchandiseGifts with purchase can increase sales.In-pack offersOn-pack offersOther types of promotional gift include:Freebies or goodies赠品或好处Corporate gifts企业礼品Off-the-shelf现成的，买来不用改就用的Promotional merchandise project商品促销方案Promotional item促销品Capture the spirit of the promoted brand获得，捕获促销品牌的精神Team products团队产品Merchandising deals or licensing商品化交易或许可Sponsors赞助商Licenses批准，许可Commercial partners 商业合作伙伴Spin-offs副产品，派生产品Tie-ins搭配产品，合作项目Licensing deals许可授权Cross-marketing交叉销售，交叉营销U28 Trade showsA trade show, trade exhibition or trade fair is an industry-specific business event. Companies attend the events so that they can showcase, or display, the best of their products, services or expertise.Trade shows help to generate leads and can offer great opportunities to network- to chat and socialize with attendees and other exhibitors.A public trade show公共贸易展会A vertical trade show垂直贸易展会A horizontal trade show水平贸易展会Seminars, conferences or congresses are business events where talks or presentations are given.The organizers are often medical or pharmaceutical 医药companies.Organize an eventMake your stand or booth a marketing success by using this checklist:1.Find out about the event profile活动简介and how successful previous yearshave been. Most importantly, check that the visitor profile来客简介matches your audience.2.If you decide to participate in the event, book a stand预定一个展台. Mostorganizers allocate stand placement on a ‘first come first served’basis.Calculate the floor space面积you need. Remember that bigger stands cost more.3.Prepare your booth展位and customize it with trade show displays. A goodbooth design will increase booth traffic展位交通and attract more visitors.4.Train booth staffers. Make sure that people who are representing yourcompany and your board know how to win clients. This human contact人员接触is crucial for maintaining or improving current client perception- that is, what your customers think about your brand.5.Make sure your visitors know how to get to the venue会场. Download thecolor map from our site.6.Remember that nobody likes lobby squatters游说的人，大堂的人sitting inthe entrance to the venue. If you are coming to our venue, please use a stand.Lobby squatting is not tolerated and you will be asked to leave.U29 TelemarketingTelemarketing is a form of direct marketing: the messages are delivered individually to potential customers.U30 online shopping and mail orderU31 personal selling。

Post PrintThis article is a version after peer-review, with revisions having been made. In terms of appearance only this might not be the same as the published article.ETHICAL BRANDING AND CORPORATE REPUTATION Corporate Communications: An International Journal, Volume 10, Number 4, 2005 ,pp. 341-350(10)Ying FanDepartment of MarketingUniversity of LincolnBrayford PoolLincoln LN6 7TSENGLAND44-1522-886345yfan@Key Words corporate brand, branding, brand equity, corporate reputation,CSR, marketing ethicsETHICAL BRANDING AND CORPORATE REPUTATIONAbstractThis paper explores the concept of ethical branding and its link to corporate reputation. Brands have traditionally been studied only as an economic construct. Brands, as a social construct, have not yet been fully understood due to the lack of research. A corporate brand is a vital part of the corporate reputation management. An ethical brand enhances the firm’s reputation; such a reputation reinforces the brand in turn. On the other hand, any unethical behaviour will severely damage or even destroy the total intangible asset as evidenced by the recent high profile corporate scandals. Ethical branding could provide the company with a differential advantage as a growing number of consumers become more ethically conscious. IntroductionThere has been a growing research interest in the area of business and marketingethics. Ethics has been studied in almost all business issues except branding. Not asingle academic study has been found on branding ethics after an extensive literaturesearch covering the following sources: three online database (ABI Inform Global,Ebsco and Infotrac), three journals (Journal of Business Ethics, Journal of BrandManagement and Journal of Product and Brand Management), dozens of books andwebsites.Brands may have been in existence for well over a thousand years. But never has anysociety before seen the power of branding as is witnessed today: Brands are prevalentin every aspect of human life: production and consumption, food and clothing,personality and lifestyle; and from pop culture to politics. Branding is no longer justabout adding value to a product; branding represents and promotes lifestyles andbrands themselves become a kind of culture. In the words of Hazel Kahan (quoted inHall, 1999), brands are now gunning for a share of consumers’ inner lives, theirvalues, their beliefs, their politics; yes, their souls. The impact of brands and brandingis far beyond the field of marketing and advertising. Branding is a social construct as well as an economic construct. As an economic construct, brands have been studied from both marketing and financial perspectives. As a social construct, brands have not yet been fully understood owing to the dearth of academic research in this area. Advertising is probably the most visible element of marketing but branding is at the centre of any marketing communications. Most problems with advertising have their roots in branding strategy. A notorious example is Benetton’s shocking tactic advertising in the 1990s. However, little is known about the impact of branding (not advertising) on the stakeholders other than brand owners and users, and about the link between branding and corporate reputation. This paper aims to raise the awareness of ethical issues in corporate branding.What Is Ethical Branding?Brand is a simple but very confused word with multiple meanings. The American Marketing Association defines a brand as: a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and differentiate them from those of competitors (Kotler, 2003). A brand may have many other meanings depending on the role it plays, the value it has and more importantly, to whom it is related. To brand owners, a brand is mainly a differentiation device: the living memory and the future of its products (Kapferer, 1997). To brand users, a brand may create an emotional bond with them which turns the brand into an icon. In the most developed role, brands represent not only the products or services a company provides but the firm itself, the brand is the company and brands become a synonym of the company’s policy (Goodyear 1996; de Chernatony and McDonald, 2003). A brand is no longer just the interface between thecompany and its customers; to whom and to the general public, it is the face of the company.Branding is a key function in marketing that means much more than just giving a product a name. Branding at corporate level is essentially about developing and managing the relationship between the organisation and its various stakeholders as well as the general public. Should branding be ethical? It might seem that the answer is obvious: most companies would answer yes. However, it would be more difficult to find a universal agreement on what ethical branding is. Ethics refers to moral rules or principles of behaviour for deciding what is right and wrong. These principles are not always easy to define as a) it is often difficult to distinguish between ethics and legality; b) ethical values vary between individuals and organisations, and between different cultures; and they are changing over time. Ethics is a very complex subject. Marketing ethics is but a subset of business ethics which itself is a subset of ethics (Martin, 1985). Research on marketing ethics has so far been confined to general marketing issues, such as product safety, pricing, advertising and marketing research (Laczniak, 1993; Simith, 1995 and Murphy, 1999); little attention has been paid to branding. No business ethics books have been found to have reference to branding while leading branding texts have made no reference to ethics (Aaker, 1991; Kapferer, 1997; Keller, 1998 and de Chernatony and McDonald, 2003). A brand may be amoral, but there are ethical issues in branding. Ethical branding, as a subset of ethical marketing, relates to certain moral principles that define right and wrong behaviour in branding decisions. A brand needs to be evaluated not just by the economic or financial criteria but also by the moral ones. An ethical brand should not harm public good; instead it should contribute to or help promote public good.Questionable Branding ObjectivesWith the continuous advancement of technology, most consumer products have become a kind of commodity, i.e. there are fewer and fewer genuine and tangible differences between competing offers. The Unique Selling Proposition (USP) is no longer valid and being replaced by so called the Emotional Selling Proposition (Aitchison, 1999:42). This provides brand advertisers with a powerful tool to manipulate the consumer’s emotion in order to achieve brand differentiation. The conventional wisdom of branding believes that the ultimate aim of branding is to command a favourable position in the mind of consumers, distinct from competition (Ries and Trout, 1982). A successful brand is believed to bring its owner great financial value in terms of either higher sales or premium prices. The ultimate objectives in branding can be summarised as follows:•To dominate the market (to reduce or eliminate competition)•To increase customer loyalty (by increasing the switch cost)•To raise the entry barriers (to fend off potential threat)These branding objectives could be ethically questionable under scrutiny. Whilst there may be nothing wrong if one brand succeeds in dominating the market, it is a different matter if the brand aims at monopoly with active attempt to eliminate competition as in the recent case of Microsoft, which was imposed a record €497 million fine by the EU for anti-competitive behaviour. As a human activity branding should be evaluated from a moral point of view. In the ruthless competition for market shares moral issues are probably the last concern for companies. The paradox is that the more successful a brand is in the marketplace, the more likely its branding strategy may become ethically questionable. Consider the following cases:•Targeting at children as young as five years old who are impressionable;•Alcoholic soft drink advertising encouraging under-age drinking;•Exaggerating non-existing benefits in a basically commodity product;•False and misleading advertising;•Promoting self-indulgence and conspicuous consumption (e.g. binge drinking and consumer debts)A Vulnerable AssetThe image of a brand can also be affected by non-branding decisions that are made at the marketing or business level, for example, sweatshop accusations, animal testing, labour disputes, etc. Most business decisions that might eventually affect the organisation’s brand image are made by people other than the brand manager on financial criteria with little consideration for ethical issues. Whenever anything goes wrong, be it a small incident or a big crisis, it is the brand that takes the blame; the brand image and corporate reputation are always the victim. Brands became the mistaken identity in the debate between No Logo and Pro Logo camps (The Economist, 08/09/2001), as it is not the brand or logo, but the bad corporate policies that are responsible for all the wrongdoings. “Brands are not guilty of social and environmental damage – nor are they even a symbol of unethical working practice Corporations are guilty and laws that allow unethical practice are guilty” (anonymous comment on 29/10/2001). Enron’s downfall was not caused by the branding but the corrupted top management. A brand simply becomes the easy target or scapegoat for corporate misbehaviour. A brand is widely regarded as the most valuable asset an organisation has. An often-overlooked fact is that it is also the most vulnerable asset as well. A brand reputation established with millions pounds of investment over many years could be easily damaged or even destroyed overnight.The Multiple Images of a BrandA brand owner might want create one single image for its brand that is positive and consistent. In reality a brand may simultaneously hold multiple images - external versus internal, intended versus perceived and positive to neutral to negative, depending on that who interprets these images. Consider the case of Coca Cola. Officially, the world’s most valuable brand worth of $68.9bn wants to promote itself as the following: through our actions as local citizens, we strive every day to refresh the marketplace, enrich the workplace, preserve the environment and strengthen our communities (). However, behind this seemingly noble statement, there is another Coca Cola whose aim, according to its former senior vice chairman, was to encourage as many people as possible to drink as much Coca Cola as possible at the highest possible price so that the company could make even more money (Zyman, 1992). What a sharp contrast between the words and the deeds. It is not uncommon to find such a great discrepancy in other well-known brands such as Nike and McDonalds. Another example is the fashion retailer French Connection. The firm’s fortune changed when it re-branded itself as FCUK, deliberately provoking outrage through its association with the F-word. Is this clever or irresponsible branding? As many people in marketing still believe that “ethics does not sell” and or that such concerns are outside their responsibility, managers will continue to face the dilemma of cost versus conscience. This is reflected in a statement made by Enron’s former CEO Jeffery Skilling who reputedly said my job as a businessman is to maximise returns to shareholders. It is the government’s job to step in if the product is dangerous (The Observer, 28/07/2002). This has echoed with Friedman’s influential yet largely outdated view that the social responsibility of business is to increase its profits (1970).There could also be a gap in the brand images projected by product and corporate advertising. Brand communications aimed at one group of audience may not be appreciated (or would even be misinterpreted) by another. There is an inherent problem here. It is impossible for a brand with a single image to appeal to everyone. If a brand appeals to one group audience it may also alienate or even offend other groups. Does it matter?Deficiency in Brand ModelsThe main attention of brand management in the last 20 years has been largely confined to product branding while corporate branding has been overlooked. This is particularly true in the fast moving consumer goods sector, and is also reflected in the branding models and research. In the conventional brand models (Aaker, 1991; Kapferer, 1997 and Keller, 1997), the brand is related to only two types of audiences: brand owner and brand user. The value of brand equity is defined and measured by its economic performance in financial terms. This model, albeit useful in explaining the so-called brand power, has a number of deficiencies. Firstly, two basic elements are missing: legality and ethics, which form the foundation of brand equity. A good brand must be a legal as well as ethical one. Thus brand value needs to be assessed by both financial and ethical measures. Secondly, conventional brand models focus largely on product brands rather than corporate brands. Brands and branding have such a profound impact on the society as whole and not just on these people who buy them. There is a wider public, in addition to shareholders and consumers, who may be potentially affected by the branding decisions: employees, suppliers, and the wider community. Brands that satisfy one group may affect another negatively. The impact of branding on these stakeholders should also be taken into consideration. A goodbrand is said to create financial value for its owner and emotional value for its users. What does a brand mean to the general public? Is it right that the interest of some stakeholders (brand owners and buyers) always outweigh the interest of other stakeholders? If a brand is studied in a broader social context, should it also bring public good to the society by symbolising some basic human (moral) values, or is that asking too much?Corporate Brand EquityWhile the primary purpose of product branding is to aid sales and profitability, the primary purpose of corporate branding is to embody the value system of the company and to help promote and enhance corporate reputation. Corporate brand equity relates to the attitudes and associations that wide stakeholders have of a company as opposed to those of an individual product (Larkin, 2003). A brand cannot be separated from the organisational context in which it was created or is developed and managed (Feldwick, 1996). Thus it can be argued that there is a link between brand values and an organisation’s corporate culture and/or mission statement. The recent fashion in branding is internal branding which believes that if employees fully understand and appreciate their brand they will be better able to provide the desired brand experience to consumers (Ind, 2001; Kunde and Cunningham, 2002). The brand can’t just be a unique selling proposition. It has to be an “organising principle”, uniting and directing the entire corporation. Employees can’t just do a good day’s work any more. They have to “live the brand” (Mitchell, 2001). However, this begs the question: does a brand have the same meaning to the management and employees as it has to the buyers? A brand is about the two key relationships: the relationship between the organisation and its customers, and the relationship between the organisation andother stakeholders and general public. The economic basis of a brand is that it should keep its promise of providing both physical and emotional benefits to its buyers. Similarly, the social basis of a brand is that it must stick to its core values: trust, honesty, and integrity. Like any other long-term relationship, a brand must be developed and maintained on the basis of trust. Once the trust is lost or destroyed by any corporate wrongdoing the brand is doomed to fail as evidenced by some biggest corporate scandals in the USA and Europe. If marketing is, like some researchers (Vitell and Grove, 1987; Dunfee, et al, 1999) believe, the most prone to unethical behaviour due to its inherent attributes then branding must share some of the blame.Branding and CSRCorporate social responsibility (CSR) and business ethics are the two concepts that are often used inter-exchangeably but different. This area is further complicated by the use of other terms such as corporate reputation, corporate image, and corporate citizenship, to name but a few (for a comprehensive review on CSR, see Carroll, (1999)). According to Robin and Reidenbach (1987), CSR is related to the social contract between business and society in which it operates, while business ethics requires organisations to behave in accordance with carefully thought-out rules or moral philosophy. Socially “responsible” behaviour may be ethically neutral or even ethically unsound while actions dictated by moral philosophy may be socially unacceptable.To its critics CSR is all about cover up and spin. Many companies used CSR as a kind of corporate PR rather than as genuine attempt to change the way they interact with society (WARC, 2003). When CSR is driven only by risk management it is not only fake and unsustainable, but also doomed to failure on its own term (Kitchin, 2003).Instead of addressing real issues, CSR merely stages an elaborate pantomime to conceal or distract public attention away from the corporate illness. CSR never tells the audience what happened behind the scene, i.e. what is really going on inside the company. The greatest CSR show in recent years was put on by Enron: before its demise Enron had been on the list of the 100 Best Companies to Work for in America and received six environmental awards in 2000. It issued a triple bottom line report. It had great policies on climate change, human rights, and (yes indeed) anti-corruption. Its CEO gave speeches at ethics conferences and put together a statement of values emphasising “communication, respect, and integrity.” The company’s stock was in many social investing mutual funds when it went down (Kelly, 2002).Cause related marketing (CRM) or so-called third wave branding is another latest fad. The idea behind CRM is that aligning companies with causes that consumers feel strongly about, will create social capital and there will be a strong association between consumers and companies (Dowling, 2001). As most marketing managers do not have adequate training or competence to decide which social cause to support and which to ignore, CRM is opportunistic and superficial at best. At worst it could bring in more trouble than benefit to the organisation as it risks alienating a large proportion of its potential consumers by taking stands on issues that are either controversial or have little to do with its core business, a good example is provided by Benetton’s so-called social issue advertising.Ethical Branding and Corporate ReputationCorporate reputation can be defined in terms of a number of attributes that form a buyer’s perception as to whether a company is well known, good or bad, reliable, trustworthy, reputable and believable (Levitt, 1965). Corporate reputation isconcerned with how people feel about a company based on whatever information (or misinformation) they have on, company activities, workplace, past performance and future prospects (Fombrun, 2000). According to Keller (1998), a socially responsible corporate image association involves the creation of consumer perceptions of a company as contributing to community programs, supporting artistic and social activities and generally attempting to improve the welfare of society as a whole.A corporate brand is the core component of corporate reputation. Being the face of the organisation that owns it, a corporate brand has to communicate to a wider range of audiences than consumers and investors. There is an interesting relationship between corporate reputation and corporate performance. Corporate reputation is believed to have positive impact on a firm’s market share and ultimately on the stock market value. According to one study of long-term stock price movements and company reputation changes, some 8-15% of a company’s stock price can be accounted for by corporate reputation (Greyser, 1996). On the other hand, a company’s corporate reputation is also affected by its past performance, both financial performance and social performance.Clearly there is a close link between ethical branding and corporate reputation. These attributes may include: honesty, integrity, diversity, quality, respect, responsibility and accountability (), and define what an ethical brand stands for. An ethical brand enhances the firm’s reputation; such a reputation reinforces the brand in turn. Ethical branding can be studied at both corporate and product levels. At the corporate level, a corporate brand is a vital part of the corporate reputation management. Any unethical behaviour will severely damage or even destroy the totalintangible asset as evidenced by the some recent high profile scandals such as Enron and Anderson Consulting. Branding at the product level involves labelling, packaging and communicating. Although these do not have a direct impact upon the corporate brand, they can still affect the reputation of the organisation. Some corporate PR activities such as sponsorship and donations will not automatically change the public opinion if the company is generally perceived as unethical and not genuine; for example, the sponsorship of a research centre for corporate responsibility by a tobacco firm. Corporate donations and CSR should not be used as varnish to cover corporate misbehaviour. The organisation needs to make systematic efforts to create and maintain an ethical corporate brand image that not only enhances its corporate reputation but also gives the business competitive advantages.Does The Consumer Really Care About Branding Ethics?A popular or successful brand may not be ethical (it could be a controversial one, such as the chainsaw waving Eminem). On the other hand, ethical branding cannot guarantee a firm the success in the marketplace. Consumers generally do have ethical concerns but such concerns do not necessarily become manifest in their actual purchasing behaviour. So does ethical branding matter? The literature seems to be divided on the responses of consumers. One survey in the USA finds that ethical behaviour is an important consideration during the purchase decision and consumers are willing to pay higher prices for that firm’s product (Creyer and Ross, 1997). A UK study concludes that although consumers are more sophisticated today, this does not necessarily translate into behaviour that favours ethical companies over unethical ones (Carrigan and Attalla, 2001). Another US study finds that today’s consumers, facing more choices in the marketplace and changes in lifestyle, their sophistication is indecline rather than increase (Titus and Bradford, 1996). The consequence of this decline is unsophisticated consumers tend to reward unethical business practices and punish ethical business behaviour. As far as ethical branding is concerned, two questions need to be asked: Do the brand users care? Do the general public care? Despite the conflicting findings in the literature, society today seems to be more concerned about ethical issues in marketing compared with 20 years ago. The more high-profile a brand is, the higher expectation in ethical behaviour the public would place upon the brand. As an increasing number of consumers become ethically conscious, they do take ethical issues in branding seriously. This will in turn force branding to become more ethically accountable.ConclusionsBusiness is a human activity and, like most human activities, it has been and is likely to continue to be evaluated from a moral point of view (Robin and Reidenbach, 1987). Branding, as part of business, is no exception. There is still much confusion about whether a brand itself is unethical or whether something casts an unethical image on the brand. A brand is itself neither good nor bad. But the value a brand represents and branding decisions and practice, as a subset of marketing, can be ethical or unethical.The age of differentiation in products or service is all but gone as there is virtually little difference between the competing offers. Consumers are well aware of this fact.A recent survey by the Marketing Forum /Consumer Association revealed a high degree of consumer scepticism and cynicism to branding. 78% consumers agreed with the statement that “Companies like to pretend their brands are really different, but actually there’s rarely any substantial difference between them”, while 76% agreedthat many companies “see their brands as a way of pushing up prices” (Mitchell, 2001). Today’s business organisations face the increasing pressure from two fronts: from shareholders the pressure to improve financial performance, from wide stakeholders to behave in a socially responsible way.If corporate reputation is a valuable intangible asset that needs to be actively managed in the boardroom (Larkin, 2003) rather than be passively defended or rescued when in crisis, ethics and social responsibility hold the key in corporate communications. Ethical corporate branding has a greater role to play in the corporate reputation management. Corporate branding should provide a clear vision about how the firm’s brands are going to make the world a better place and have a justified set of core values (de Chernatony and McDonald, 2003). This ethical brand positioning could benefit the company with a differential advantage over competition; and at the same time, could help overcome the increasing consumers’ scepticism and cynicism towards branding communications.Ethical branding is a new area with many complicated issues in need of research. These issues can be separated into two broad categories. Firstly, ethical issues in the branding decisions: naming, renaming, positioning and targeting. Enough has been written about the purported benefits that a brand brings to the consumer and its owner (Ambler, 1997). Further research should ask new questions: What is ethical branding? What criteria can be used to differentiate ethical branding from unethical branding? How does the company create and communicate an ethical brand? Does ethical branding affect consumers’ purchasing decisions? Secondly, at a philosophical level: the relationship between brand/branding and society needs to be examined. Is the goalof branding primarily and exclusively to enrich its shareholders? What is the social purpose of branding? What are its impact and consequences? Should a brand stand for some core human values? How does this fit with the social role or CSR of the business?ReferenceAaker, D. (1991) Managing brand equity, Free PressAitchison, J. (1999) Cutting edge advertising, Prentice Hall SingaporeAmbler, T. (1997) “Do brands benefit consumers? International Journal of Advertising, 16, 167-198.Carroll, A. B. (1999) “Corporate social responsibility, Business and Society, 38:3, 268-295Carrigan, M and Attalla, A, (2001) The myth of the ethical consumer - do ethics matter in purchase behaviour? Journal of Consumer Marketing, 18:7, 560-77. Cryer, E H and Ross, W T (1997) The influence of firm behaviour on purchase intention: do consumers really care about business ethics? Journal of consumer Marketing, 14:6, 421-33De Chernatony L. and McDonald M. (2003) Creating Powerful Brands, 3/e Elsevier Dunfee, T. W., Smith, N. C. and Ross, W. T. (1999) “Social contracts and marketing ethics”, Journal of Marketing, 63 July 14-32Dowling, G. (2001) Creating corporate reputations, Oxford University Press. Feldwick, P. (1996) “What is brand equity anyway, and how do you measure it?”Journal of the Market Research Society, 38:2, 85-104Fombrun, C. (2000) “The value to be found in corporate reputation”, Financial Times,4 DecemberFriedman, M. (1970) “The social responsibility of business is to increase its profits”, The New York Times Magazine, 13 Sept.Goodyear, M. (1996) “Divided by a common language”, Journal of Market Research Society, 38:2, 110-22Greyser, S. (1996) “Corporate reputation and the bottom line”, speech at the launch of the International Corporate Identity Group, House of Lords, LondonHall, J. (1999) “Corporate ethics and the new commercial paradigm”, Journal of Brand Management, 7:1 38-47Ind, N. (2001) Living the brand, Kogan Page.Kapferer, J. (1997) Strategic brand management, 2/e, Kogan PageKapferer, J. (2001) Reinventing the brand, Kogan PageKeller, K. (1998) Strategic brand management, Prentice HallKelly, M. (2002) “The next step for CSR: building economic democracy”, Business Ethics, Summer Issue.Kunde, J. and Cunningham, B. J. (2002) Corporate religion, FT Management. Laczniak, G. R. “Marketing ethics: onward toward greater expectations”, Journal of Public Policy and Marketing, 12:1, 91-96.Larkin, J. (2003) Strategic Reputation Risk Management, Palgrave MacMillian.。

Boutique branding 精品品牌Brand signage 品牌标志Brand collateral品牌担保Exterior signage外观标牌Building details建筑详细信息Brand collateral 品牌抵押品Business card 名片Envelope 信封Letterhead 信头Interior restaurant menu室内餐厅的菜单Restaurant exterior餐厅外观Notebook 笔记本Cover 封面Binding and Emboss details 绑定和浮雕细节Pantone gradient 潘通色卡梯度Open notebook cover打开笔记本封面3D foil stamping and design concept detail 3D烫箔与设计理念Gold 3D Foil Stamping and binding detail黄金3D烫箔和绑定的细节Binding detail 绑定的细节Gold 3D Foil Stamping detail 黄金3D烫箔的细节Color registration and grayscale marks design details 注册和灰度颜色标志设计细节Notebook's interior design 笔记本内页设计Notebook spread 笔记本传播Cover details 详细介绍Work credits 信贷工作Brand behavior 品牌行为Salad packaging沙拉包装Take-out packaging外卖包装Drink packaging饮料包装Packaging design 包装设计Boutique bag 精品袋Coasters 杯垫Corporate stationery 品牌文具Logotype 品牌字体Product packaging 产品包装Jam jars果酱瓶Tea packaging 茶包装Product variations 产品变化Label 标签Bottle 瓶Bottle cap detail 瓶盖细节bottle cap瓶盖bottle box 瓶箱Special edition packaging 特别版包装。

关于品牌的书以下是一些关于品牌的书籍推荐：1.《品牌管理》(Brand Management) - Kevin Lane Keller- 这本书是品牌管理领域的经典教材，涵盖了品牌构建、定位、传播、评估等方面的内容。

2.《品牌大全》(Branding: In Five and a Half Steps) - Michael Johnson- 作者通过实例和案例，向读者介绍了品牌设计和品牌建设的基本原则和方法。

3.《品牌的力量》(The Power of Branding) - Naomi Klein- 本书通过研究全球知名品牌的成功故事，分析了品牌在塑造消费者意识和行为方面的巨大影响。

4.《品牌视觉设计》(Brand Visual Design) - 熊予凡- 这本书是一本介绍品牌视觉设计的实用指南，讲解了如何通过形象、色彩、图形等元素来打造独特的品牌视觉形象。

5.《品牌传世艺术》(Brands and Branding) - 马丁·劳尔- 作者列举了一系列品牌案例，深入剖析了品牌设计和品牌管理方面的思考和实践经验。

6.《品牌战略与管理》(Strategic Brand Management) - Jean-Noël Kapferer- 这是一本关于品牌战略和管理的权威著作，介绍了品牌建设和品牌管理的理论框架和实践方法。

7.《品牌故事：品牌如何通过故事让顾客爱上你》(Brand Storytelling: Put Customers at the Heart of Your Brand Story) - Miri Rodriguez- 本书介绍了如何利用故事来打造和传播品牌，并与消费者建立情感连接。

希望这些建议能对您有所帮助，祝您阅读愉快！。

Marketing and sales 市场与销售1、branding品牌Logo标志商务用语sponsor logo 赞助商标志Brand awareness品牌意识；品牌认知度商务用语cultivate brand awareness 树立品牌意识High brand awareness 高品牌认知度Brand engagement品牌参与度商务用语promote brand engagement 提升品牌参与度Brand image品牌形象商务用语brand-new brand image 全新的品牌形象Brand implementation品牌打造商务用语perform the brand implementation 进行品牌打造Brand linkage 品牌连锁商务用语establish a brand linkage 建立品牌连锁Brand loyalty 品牌忠诚度商务用语promote brand loyalty 品提升牌忠诚度Brand manager品牌经理商务用语hire a brand manager 雇用一名品牌经理Brand orientation品牌定位商务用语Brand orientation strategy 品牌定位策略CBO (Chief Brand Officer)首席品牌官商务用语fire a CBO 解雇首席品牌官Classical brand经典品牌商务用语make a classical brand 打造一个经典品牌Luxury brand奢侈品牌商务用语make a luxury brand 打造一个奢侈品牌Predictive analytics预测分析商务用语have a predictive analytics 进行预测分析Product screening产品筛选商务用语perform product screening 进行产品筛选2、Business Environment商业环境Deflation通货紧缩商务用语massive deflation 大规模通货紧缩Demography人口统计学商务用语analysis on demography 基于人口学的分析Emulous好胜的，竞争心强的商务用语be emulous of 渴求，渴望得到Monopoly雄心勃勃的商务用语monopoly capitalist 垄断资本家Inflation通货膨胀商务用语repressed inflation 抑制性通货膨胀Oligopoly 寡头垄断，求过于供的市场情况商务用语monopoly-oligopoly structure 垄断—寡头结构Recession衰变，衰退期商务用语economic recession 经济衰退Competitive environment 竞争环境Monopolistic competition垄断竞争商务用语theory of monopolistic competition 垄断竞争论Perfect competition完全竞争Planned economy计划经济3 market segmentation 市场细分Positioning 定位商务用语product positioning 产品定位Behavioral segmentation 行为细分（基于消费者真实行为的市场行为）Benefit segmentation 利益细分（按照购买者购买某种产品所追求利益的不同进行的市场细分）Psychographic segmentation消费心态细分（按照消费者的心理和生活方式习惯进行的市场细分）4 product 产品by-product副产品副作用商务用语by-product inventory 库存副产品Cargo货物商务用语cargo airplane 货机Commodity商品货物Deliverable可交付的可交付使用的商务用语in a deliverable state 处于交付状态Diversification变化多样化商务用语market diversification 市场多元化Freight运费货运运输商务用语freight rate 运费率Recall回忆起回想商务用语beyond recall 回忆不起来了不能取消的Recall an order 撤销订货单Maturity成熟（金融）到期商务用语payment at maturity 到期付款Product mix一个企业出售的各种产品产品组合商务用语product mix development plan 品种发展计划Saturation浸湿饱和商务用语Saturation market 饱和市场Semi-manufactured半制成的商务用语semi-manufactured material 半成品5 pricing定价Kickback佣金回扣同义词brokerage 佣金Markdown减价近义词rabato 减价Optimum最适宜的最有利的商务用语optimum condition 最佳条件Demand-based pricing 需求导向定价法商务用语Demand-based pricing strategy 需求导向定价战略Employee discount员工折扣或优待关联记忆employee turnover 员工离职率Manufacturing cost制造成本生产成本关联词汇operating cost 经营成本Parallel pricing平行定价法Premium pricing滥价标价Price discrimination价格歧视差别定价商务用语perfect price discrimination 完全价格歧视Pricing objectives定价目标定价目标通常分为三种：profit oriented 利润导向型Sales oriented 销售导向性Status quo 维持现状型Pricing penetration价格渗透Price skimming撇脂定价法最高利益获取价关联词汇skim milk 脱脂牛奶Quantity discount数量折扣大批量折扣商务用语offer a quantity discount 提供数量折扣6 place 分销Distribution分发分配散步分布商务用语modern methods of distribution 现代流通方式Distributor分销商批发商商务用语exclusive distributor 独家经销商Empower授权许可商务用语empower sb. 授予某人权力Hypermarket超大型自助市场Intermediary中介人调解人商务用语intermediary agent 中介Vendor 小贩推销员自动售货机商务用语street vendor 货郎Retail 零售Wholesale批发Exclusive distribution总经销独家经销包销Intensive distribution密集型分销（制造商在同一渠道层级上选用尽可能多得渠道中间商来分销自己的产品）商务用语intensive management 集约式管理Selective distribution选择性分销7、promotion 促销Concentrated全神贯注的，全力以赴的商务用语concentrated attention 注意力集中Coupon优惠卷，配给票，订单商务用语double coupon 双重折价卷Hard-sell 硬性推销的Launch投产商务用语launch a career 开创一项事业Line-expansion产品线扩展Lobby游说，游说团体商务用语the banking lobby 银行游说团Stimulus刺激，刺激品商务用语response to a stimulus 对刺激的反应Telemarketing电话销售，电话推销商务用语telemarketing fraud 电话销售诈骗Testimonial 证明书，推荐书，表扬信商务用语testimonial dinner 获奖晚宴Above-the-line promotion 线上推广关联记忆below-the-line promotion 线下推广Direct marketing 直销Illustrated song画报歌曲商务用语to illustrated 举个例子relationship marketing关系营销商务用语cooperative relationship 合作关系8、public relations公共关系Celebrity名人，名流，名声，名誉商务用语celebrity effect 明星效应Celebrity charm 名人魅力Charity仁慈，救济金，慈善团体商务用语charity begins at home 仁爱始于家Contingency意外事故商务用语contingency plan 应急预案Contingency theory 权变理论Maintenance维护，维修商务用语routine maintenance 例行维护Capital maintenance 资本保值Patronage 赞助，资助商务用语patronage reward 酬宾回馈Sponsor 赞助人，赞助商务用语title sponsor 冠名赞助商Crisis management危机处理Media kit 媒体资料包Press release新闻稿商务用语issue a press release 发布新闻稿Public interest公共利益商务用语public interest advertisement 公益广告Public sphere公共领域商务用语plebeian public sphere 平民公共领域。

品牌的含义及品牌化的意义1.品牌的含义及相关的概念商品都有自己的名称，即商品的品名，如汽车，冰箱，饮料、电脑等，商品的品名只是商品的通用名称，商品除了通用名称外还应该有商业名称，这就是品牌。

例如通用汽车、海尔冰箱、统一冰红茶、联想电脑等，其中通用、海尔、统一、联想就是商品的品牌了。

品牌（brand）是一个综合、复杂的概念，是商标、名称、包装、价格、历史、声誉、符号、广告风格的无形总和。

美国市场营销协会（AMA）曾为品牌做出这样的定义：品牌是一个名称、名词、标志、符号、或者设计或是它们的组合，起目的是识别某个销售者或某个群体销售者的产品或劳务，并使之同竞争对手的产品或劳务相区别开来。

与品牌相关的概念有品牌名称、品牌标志和商标。

品牌名称是指品牌中可以用语言发音来表达的部分，如通用、海尔、统一、联想等；品牌标志是指品牌中可以识别但不能用语言发音俩表达的部分，诸如符号、图案、或专门设计的颜色和字体，比较著名的标识有麦当劳的堇色大拱门M、可口可乐的红白飘带、花花王子的兔小姐、米高梅的狮子等。

商标则是经过注册登记受法律保护的品牌中的一部分，企业的产品品牌经过必要的法律注册程序成为商标后，企业获得品牌名称和品牌标识的专用权。

它不仅仅是一个商品的标志，更重要的是作为企业的一种形象而存在。

2.品牌的分层品牌从本质上讲就是代表着厂商对销售给购买者的产品特征、利益和服务的一贯性的承诺，最佳的品牌就是产品质量的保证。

美国密执安大学“国家质量研究中心”的克雷·弗内尔等研究人员话了5年的时间，研究了77家瑞典企业后发现，最能让消费者满意一个品牌的原因就是质量。

美国备受推崇的品牌策略专家大卫·爱格也把顾客感知质量列为强势品牌资产的四大要素（其余三要素为品牌的知名度、品牌忠诚度、品牌联想力）。

但是，品牌还是一个复杂的象征也就是消费者备受关注的六层次了。

1）属性。

品牌首先使人们想到某种属性，例如海尔就是稳重、信赖、零缺陷、星级服务、和真诚到永远的赤诚之心。