文献翻译
吴汉钊08070620
原文
Meaning of the brand
The brand is used to identify the product or business in a particular sign, usually of a certain name, mark, pattern or other identification symbol. In such a diversity of varieties of products categories on the market today, brands, and all students as a class name and number are incredible. Not only the producers can not attract consumers to buy their own products, consumers according to their preferences in the market of goods to buy. Therefore, the "name to buy has become a necessary form to purchase most commodities on the market today, the brand and will determine its indispensable position.
In the real business activities, brands and trademarks is a certain distinction, in general, the brand is a generic, all can be used to identify the product differentiation and market know any names and symbols can be referred to the brand Jinhua ham, Nanxiang dumplings, Temple spiced beans and so on. But truly become a trademark must be registered officially registered, legally protected brand elements, including specific names, patterns, text, logos, and so on. Not protected by law has not been registered brand, so it is difficult to become a unique identification mark - Trademark. Even after the registration by another person, you have to give up. Generally R symbol as a "registered" sign next to China, registered trademarks.
The brand is attached to a particular product and corporate existence, so often it has become a symbol of this product and corporate. When people see a brand, they think they represent the products or enterprise-specific quality, think of the benefits and services available to accept this brand of product or business. This constitutes the basic attributes of the brand. However, due to the brand itself is a text and graphics, its own cultural connotation, but also make people produce some kind of association, the connotation of the brand has become very complex. Generally speaking, the connotation of the brand can be from six to know:
Attributes: brand represented by the product or the quality of content, it may represent a certain quality, function, process, service, efficiency, or position. Interest: from the consumer's point of view, they are not the simple acceptance of the brand attributes, but from their own point of view to understand the benefits of the various properties of its own brand in the minds of consumers, often different levels of a symbol of interest to evaluate the size of the consumers to the brand represents the interests of the brand.
Value: brand quality and reputation of their product or business on behalf of a different grade level, and thus a different value in the minds of customers. It also reflects the enterprise in product design and promotion of certain values.
Culture: The brand is a carrier of culture, their choice of symbol itself is a significant cultural, it will enable people to produce a variety of association corresponding to their cultural background, and to determine its choice. The brand represents product or the business itself has cultural characteristics will be reflected in the brand, understanding and recognition, which is the implicit culture of the brand. Personality: a good brand should have a distinct personality characteristics, not only in the performance of the form that enables people to feel unique, innovative and prominent, and make people think of some kind of distinctive personality characteristics of the persons or things, so as to make the brand to produce effective the identification function.
The role of sense: the brand also reflects the sense of a certain role, because it tends to like and select the specific customer groups, so that certain brands become the symbol of the role of specific customer groups. Outside groups to use the brand's products will make the surprise. This is the adaptability of the user with the brand represents the values, culture and personality.
The value of the brand
Brand connotation, so that a variety of different brands, with its measured value. Brand the Value of the formation is mainly due to brand the product or business competitive in the market differences, which would make the price and marketing costs is very different. If any stores would not worry about the "Coca-Cola's sales have to put a lot of promotional energy of an unknown beverage.
Competitiveness of the brand formed the basis of brand value, brand competitiveness is generally expressed as five levels:
1.A brand of ignorance: most consumers do not know the brand, brand competitiveness of the worst;
2.Brand awareness: a certain degree of awareness of the consumer brand, but not necessarily as an optional object, brand competitiveness in general;
3. Brand acceptance: most consumers will not refuse to buy this brand, the brand more competitive;
4. brand preference: in a variety of brands, consumers tend to buy the brand, the brand more competitive;
5.brand loyalty: a considerable part of the consumer non-do not buy the brand, the brand's most competitive.
译文
品牌的含义
图案或其他识别符号所构成。在产品的品种类别如此繁多的当今市场上，若没有品牌，就象一个班级的所有学生没有姓名和编号一样，是不可思议的。不仅生产者无法吸引消费者来购买自己的产品，消费者也无法根据自己的偏好，在市场上进行商品的选购。所以“指名购买”已经成了当今市场上购买大多数商品的必要形式，品牌也就确定了其不可或缺的重要地位。
在现实经营活动中，品牌和商标是有一定区别的，一般来说，品牌是一种泛指，凡是能够用以识别产品差异，并被市场所认识的任何名称和符号，都可称作品牌、如金华火腿、南翔小笼包、城隍庙五香豆等。但真正能成为商标的，则必须是经过正式登记注册的，受到法律保护的品牌要素，包括特定的名称、图案、文字、标识等等。没有经过注册的品牌不受法律保护，所以也就难以成为独有的识别标志——商标。甚至在被他人注册之后，就不得不放弃使用。在中国，注册的商标旁一般都有R符号作为“已注册”的标志。
品牌由于依附于某种特定的产品和企业而存在，所以通常它也就成为这种产品和企业的象征。当人们看到某一品牌时，就会联想到其所代表的产品或企业的特有品质，联想到在接受这一品牌的产品或企业时所能获得的利益和服务。这就构成了品牌的基本属性。然而由于品牌本身又是一种文字和图案，其本身所具有的文化内涵，也会使人们产生某种联想，所以品牌的内涵就变得十分复杂。通常来说，品牌的内涵可以从六个方面来认识：
属性：是指品牌所代表的产品或企业的品质内涵，它可能代表着某种质量、功能、工艺、服务、效率或位置。
利益：从消费者的角度看，他们并不是对品牌的属性进行简单的接受，而是从自身的角度去理解各种属性对自身所带来的利益，所以品牌在消费者的心目中，往往是不同程度的利益象征，消费者会以品牌所代表的利益大小来对品牌作出评价。
价值：品牌会因其所代表的产品或企业的品质和声誉而形成不同的等级层次，从而在顾客心目中形成不同的价值。同时它也体现了企业在产品设计和推广中的某种特定的价值观。
文化：品牌是一种文化的载体，其所选用的符号本身是一种显在文化，它可
使人们产生同其文化背景相应的各种联想，从而决定其取舍。品牌所代表的产品或企业本身所具有的文化特征，也会在品牌中体现出来，被人们理解和认同，这是品牌的隐含文化。
个性：好的品牌应具有鲜明的个性特征，其不仅在表现形式上能使人们感到独一无二，新颖突出，而且会使人们联想到某种具有鲜明个性特征的人或物，这样才能使品牌产生有效的识别功能。
角色感：品牌还体现了一定的角色感，因为它往往会是某些特定的顾客群体所喜欢和选择的，从而使某些品牌成为某些特定顾客群体的角色象征。群体之外的人使用该品牌的产品会使人感到惊讶。这也就是使用者同品牌所代表的价值、文化与个性之间的适应性。
品牌的价值
品牌所固有的内涵，使各种不同的品牌，具有了其可能衡量的价值。品牌价值量的形成主要是由于品牌使产品或企业在市场上所形成的竞争力产生差异，这会使其价格和营销成本发生很大的不同。如任何商店都不会担心“可口可乐”的销路，而对一个不知名的新饮料却要投放很大的促销精力。
品牌的竞争力是形成品牌价值的基础，品牌竞争力一般会表现为五种层次：
1、品牌无知：大多数消费者不知道该品牌，品牌的竞争力最差；
2、品牌认识：消费者对品牌有一定程度的认知，但不一定将其作为选购对象，品牌竞争力一般；
3、品牌接受：大多数消费者不会拒绝购买这样的品牌，品牌的竞争力较强；
4、品牌偏好：在各种品牌比较中，消费者倾向于购买这一品牌，品牌竞争力更强；
5、品牌忠实：相当部分消费者非该品牌不买，品牌的竞争力最强。
文献翻译 吴汉钊08070620 原文 Meaning of the brand The brand is used to identify the product or business in a particular sign, usually of a certain name, mark, pattern or other identification symbol. In such a diversity of varieties of products categories on the market today, brands, and all students as a class name and number are incredible. Not only the producers can not attract consumers to buy their own products, consumers according to their preferences in the market of goods to buy. Therefore, the "name to buy has become a necessary form to purchase most commodities on the market today, the brand and will determine its indispensable position. In the real business activities, brands and trademarks is a certain distinction, in general, the brand is a generic, all can be used to identify the product differentiation and market know any names and symbols can be referred to the brand Jinhua ham, Nanxiang dumplings, Temple spiced beans and so on. But truly become a trademark must be registered officially registered, legally protected brand elements, including specific names, patterns, text, logos, and so on. Not protected by law has not been registered brand, so it is difficult to become a unique identification mark - Trademark. Even after the registration by another person, you have to give up. Generally R symbol as a "registered" sign next to China, registered trademarks. The brand is attached to a particular product and corporate existence, so often it has become a symbol of this product and corporate. When people see a brand, they think they represent the products or enterprise-specific quality, think of the benefits and services available to accept this brand of product or business. This constitutes the basic attributes of the brand. However, due to the brand itself is a text and graphics, its own cultural connotation, but also make people produce some kind of association, the connotation of the brand has become very complex. Generally speaking, the connotation of the brand can be from six to know: