1、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 cl
2、ass 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 a
3、nd 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, Na
4、nxiang 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 uni
5、que 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 produc
6、t 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 an
7、d 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
8、may represent a certain quality, function, process, service, efficiency, or position. Interest: from the consumers 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
9、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
10、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,
11、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 o
12、nly 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 br
13、and 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 brands products will make the surprise. This is the adaptability of the user wi
14、th 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 ma
15、ke the price and marketing costs is very different. If any stores would not worry about the Coca-Colas 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
16、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 brands most competitive.
