Brand-name
雪碧英文广告词_0
雪碧英文广告词篇一：著名产品英文广告词经典英文广告词（1）1．Goodtothelastdrop.滴滴香浓，意犹未尽。
（麦斯威尔咖啡）2．obeyyourthirst.服从你的渴望。
（雪碧）3．Thenewdigitalera.数码新时代。
（索尼影碟机）4．weleadotherscopy.我们领先，他人仿效。
（理光复印机）5．impossiblemadepossible.使不可能变为可能。
（佳能打印机）6．Taketimetoindulge.尽情享受吧！（雀巢冰激凌）7．Therelentlesspursuitofperfection.不懈追求完美。
（凌志轿车）8．Poetryinmotion,dancingclosetome.动态的诗，向我舞近。
（丰田汽车）9．cometowheretheflavorismarlborocountry.光临风韵之境——万宝路世界。
（万宝路香烟）10．Tome,thepastisblackandwhite,butthefutureisalwayscolor.对我而言，过去平淡无奇；而未来，却是绚烂缤纷。
（轩尼诗酒）11．Justdoit.只管去做。
（耐克运动鞋）12．askformore.渴望无限。
（百事流行鞋）13．Thetasteisgreat.味道好极了。
（雀巢咖啡）14．Feelthenewspace.感受新境界。
（三星电子）15．intelligenceeverywhere.智慧演绎，无处不在。
（摩托罗拉手机）16．Thechoiceofanewgeneration.新一代的选择。
（百事可乐）17．weintegrate,youcommunicate.我们集大成，您超越自我。
（三菱电工）18．TakeToSHiBa,taketheworld.拥有东芝，拥有世界。
（东芝电子）19．Let'smakethingsbetter.让我们做得更好。
英语翻译专业毕业论文选题
“论文学翻译过程”“语义翻译和交际翻译理论在英汉翻译中的运用”“英语句子成分的省略及汉译”“文学翻译中隐喻的传译”一、选题范围1、翻译与文化：可以从宏观和微观两个方面考虑。
宏观方面，一般从翻译在目的语社会文化中的生产、接受、翻译在目的语社会文化中所起的功能等角度讨论，可以从社会、文化、历史、交际的视角切入。
阐述为什么有那样的译文？如严复的翻译，林纾的翻译，傅东华翻译《漂》时为什么使用归化的手段，鲁迅翻译的策略，翻译材料的选择等等。
微观方面，可以讨论语言文字所承载的文化内容和内涵如何在翻译中表达，如文化负载词的翻译策略等。
2、翻译与语言学理论：可以从篇章语言学，功能语言学（如喊韩礼德的系统功能理论等），对比语言学，心理语言学，交际语言学、文化语言学等方面考虑选题。
如功能语言学和篇章语言学中讨论的衔接与连贯及其翻译，也可以讨论他们在英语和汉语中的差别入手，进一步讨论他们在翻译中的处理，主位、述位的推进极其在翻译中的体现。
英语汉语对比及其翻译策略等等。
3、翻译与语文学。
主要从艺术的角度讨论文学翻译中的问题。
4、应用翻译：主要从特殊用途英语如商务英语、科技英语、旅游英语等方面讨论在这些特殊领域中涉及的翻译问题如何处理。
如旅游宣传资料的翻译等。
5、译文对比：可以是同一篇文章、同一本书，不同的译者在同以时期或不同时期进行的翻译做的对比，也可以是同一个译者对同一篇文章或书在不同时期的翻译的对比；可以是翻译技巧等微观层面的对比，也可以是宏观曾面的对比，以探索为什么在不同时期译者回采取不同的策略，有哪些社会的、文化的、政治的、意识形态的原因？6、翻译及评论：首先选择一篇长文，一般是文学作品且没有人翻译过，进行翻译，翻译完后，从上述五个方面选择一个理论视角对自己的翻译进行评论。
7、译者风格。
8、翻译与美学。
二、选题方法：上述各个方面均可写出几本甚至几十本专著，因此大家从上述方面可以选出一个写作的范围。
缩小选题范围：首先是广泛浏览上述各有关方面翻译研究资料，以确定自己对哪方面感兴趣且有话可说，这是缩小范围的第一步。
商标在产品营销中的作用-全英文论文,自己读大学的原创
毕业论文题目：商标在产品营销中的作用The effects of brand names in marketing学生姓名：准考证号：系别：班级：届别：指导教师：摘要关于商标的话题在新闻媒体中屡屡被提起，原因之一是很多企业对商标的作用认识不太清楚，没有把商标看得很重要，致使企业在营销过程中由于商标遭抢注或者被买走后束之高阁而受到很大损失。
还有一些企业对产品的商标的宣传力度不够，导致产品市场占有率下降甚至退出市场。
为此，我们应重新审视商标的作用。
近年来介绍商标的书籍和讨论“商标战略”的文章日渐多了起来，这为我国企业发展提供了可借鉴的案例，开阔了企业家的视野。
但大多数仅是一些著名商标个案发展史的罗列，或者是站在传统营销观念上探讨商标内在的机制问题，难以找到关于我国现阶段市场特征的商标作用的文章。
为了解决这个问题，本论文在分析国内外多企业在商标成败的基础上，结合我国实际，阐释了商标在产品营销中对企业、消费者以及产品本身的作用。
关键词商标；企业；消费者；产品；作用AbstractBrand names on the topic in the media has repeatedly been raised, one of the reasons is that many companies did not understand the role of the brand names clearly, did not know the importance of the brand names resulting in the marketing business in the course of being registered as trademarks or being bought The companies have been shelved after huge losses. There are also business-to-product brand names of the propaganda , leading to market share dropped even withdraw from the market. To this end, we should re-examine the role of brand names.In recent years many articles introduced the trademarks of books and discuss "trademark strategy," the article increased more, this is the development of China's companies .They can learn from the case, the broad vision of the entrepreneur. But the majority only in some cases well knew brand names of the history of the development list, or the traditional marketing concepts trademark of the internal mechanisms.It is difficult to find the market at this stage of China's brand name uncharacteristic of the role of the article. To solve this problem, this article learnt from more than the analysis of domestic and foreign enterprises in the success or failure on the basis of trade mark, with China's reality,illustrates the effects of the brand names in product marketing in the companies, consumer and the product itself .Key words Brand names ；companies；consumers；products；effectsCONTENTS1.Introduction (1)2.The effects of brand names on company (1)2.1. The brand names represent the image of a company (1)2.2. The brand names are intangible assets to a company (2)2.3.The brand names are the arms for a company when company (3)3.The effects of brand names on consumers (4)3.1.The brand names affect the consumers' decisions (4)3.2.The brand names bring the consumers' awareness (5)3.3.The brand names creates the consumers' loyalty (5)3.3.1.Consumers' loyalty (6)3.3.2.The brand names affects the consumers' loyalty (6)4. The effects of brand names on products (7)4.1.The brand names are one of the figures of the products (8)4.2.The brand names and the products are inseparable (8)4.3. The brand names suggest advertising recall on products (9)5. Conclusion (10)Bibliography (11)1.IntroductionBrands are an organization uses a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors.There are many advantages to businesses that build successful brands.these include:higher prices;higher profit margins;better distribution;customer loyalty.Brands were originally developed as labels of ownership: name, term, design, symbol. However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets, and indeed become the organization's most valuable assets.2.The effects of brand names on companyBrands are important aspects of any business, but unlike money or bricks, mortar and paper clips, a brand is an intangible aspect of business. It lives in people heads and is defined by brand advertising and all of that person contacts with a company. Improving a brand is, therefore, one of the best marketing tools available because it involves your whole company and in the end, creates happier customers, more loyalty and higher market place.Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer.2.1. The brand names represent the image of a companyA company image is an intangible item (you can't touch it or feel it), but it's as important, if not more so, than the raw materials you fashion into a tangible brand names, machinery you use to make brand names or your brand names inventory. Here is an example of Gatorade.The thirst for Gatorade is unquenchable as far as Sue Wellington is concerned.Sheshould know. Wellington has forged a brilliant marketing career nurturing the Gatorade brand for 13 years.Today, Gatorade is a brand power house that command 85% of the U.S sports believe market.Gatorade is sold in 47 countries in North America,Europe,Latin America,Africa,and Asia and has become a global brand.Brand development has been a key factor in Gatorade Frost in 1997,with a " lighter,crisper"taste aimed at expanding the brand's reach beyond participants in organized sports to other usage occasions that she terms "intense sweaty situations.""We are a brand for the active thirst market,anytime anybody is hot and parched."Gatorade Frost has been racking up annual sales $200 million.The marketing Gatorade illustrates brand management in a dynamic marketplace.B rand marketing is probably one of the most important things a company who is trying to break into a market and billions of dollars could be spent to try and make this happen.Successful brand names often stems from a strong coheProper rence between what the company‟s top managem ent seek to accomplish (their strategic vision), what the company‟s employees know and believe (lodged in its organizational culture), and how its external stakeholders perceived the company (their image of it). Misalignments between these three factors, in turn, indicate an underperforming brand. Here is another example:In the early 2000s in North America, the Ford Motor Company made a strategic decision to brand all new or redesigned cars with names starting with "F". This aligned with the previous tradition of naming all sport utility vehicles since the Ford Explorer with the letter "E". The Toronto Star quoted an analyst who warned that changing the name of the well known Windstar to the Freestar would cause confusion and discard brand equity built up, while a marketing manager believed that a name change would highlight the new redesign. The aging Taurus, which became one of the most significant cars in American auto history would be abandoned in favor of three entirely new names, all starting with "F", the Five Hundred, Freestar and Fusion. By 2007, the Freestar was discontinued without a replacement, and Ford announced record losses. In a surprise announcement, the discarded Taurus nameplate would be re-used on an improved FiveHundred which had disappointing sales and whose nameplate was recognized by less than half of most people, but an overwhelming majority was familiar with the Taurus.Although the intention was to create a car to compete in the growing compact luxury segment, many believed the impression of it being a gussied up version of the Chevrolet Cavalier with which it shared its underpinnings severely undermined Cadillac's image. The consequent failure of the Cimarron in the marketplace coincided with numerous widely publicised troubles affecting engines installed in Cadillac's traditional full-size lines, in what is considered to be the least distinguished period in the marque's history.2.2. The brand names are intangible assets to a companyThe study of brand equity is increasingly popular as some marketing researchers have concluded that brands are one of the most valuable assets that a company has measures the total value of the brand to the brand owner, and reflects the extent of brand franchise.Brands provide a financial advantage for the brand owner.successful,established brand names,such as Gillette,Nike,Gatorade,and Nokia,have economic value.They are intangible assets.The recognition that brands assets is apparent in the decision to buy and sell brands.Foe example,Procter&Gamble bought the Hawaiian Punch brand from Del Monte in1990 for $150 million and sold it to Cadbury Schweppes in1999 for $203 million.This example illustrates that brands can increase in value when effectively managed.Brands enable a firm to achieve economies of scale by producing a brand in mass quantities and create barriers to entry for competitors who might want to introduce their own brands.A strong brand image enables a manufacture to gain leverage vis-a-vis retailers and other marketing intermediators.Firm level approaches measure the brand as a financial asset. In short, a calculation is made regarding how much the brand is worth as an intangible asset. For example, if you were to take the value of the firm, as deprived by its market capitalization - and then subtract tangible assets and "measurable" intangible assets- the residual would be thebrand equity. One high profile firm level approach is by the consulting firm Interbrand. To do its calculation, Interbrand estimates brand value on the basis of projected profits discounted to a present value. The discount rate is a subjective rate determined by Interbrand and Wall Street equity specialists and reflects the risk profile, market leadership, stability and global reach of the brand.2.3.The brand names are the arms for a company when competingBy their brand names, companies can gain widespread distribution(for example by retailers who want to sell the brand)and build customer loyalty.Good examples include Microsoft,Panasonic and Mercedes.Brands deliver higher sales and profits have the potential to work their magic on other products and helps a company enter new product categories more easily.Distributors may perceive there is less risk with a new product if it carries a familiar brand name.If a new food product carries the Their brand,it is likely that customers will buy it. Promotional launch costs(particularly advertising)are likely to be substantially lower.Through brand names,a company can create excitement,elegance,exclusiveness,and influence customers'perceptions and attitudes.For example,99 percent of the customers of Polo brand clothing have never seen nor will ever play a match of Polo,yet Ralph lauren,through the wise choice of the Polo name ,was able to endow this brand with a high-status cachet.Pizza Hut selected late 1990s to suggest ,in addition to size,an "attitude"for which New York is known.This product was the most successful in Pizza Hut's history,with 40 million consumers trying the product within three months of its introduction.The name JetBkue provides this company with a memorable name unlike any other in the airline industry.In a market economy where two or more suppliers compete for the same customers, with a similar product, then items differentiating the service offered by each provider, need to be defined. Competition is generally in the public interest and encourages providers to improve quality, work efficiently and provide products and services at lower prices.In a competitive market a single supplier will lack?market power?, since the supplier must respond to the rivalry of competitors in order to remain in business.3.The effects of brand names on consumersThe main importance of brands is that ,done well it permits a business to differentiate its products,adding extra value for consumers who value the brand,and improving profitability for the company.It is important ,therefore,to understand what brands are and why they are important.McDonald‟s sums this up nicely in the following quote emphasizing the importance of brands:“…it is not factories that make profits,but relationships with customers,and brand names with secure those relationships.”At the root of the marketing effects is consumers' knowledge. In other words, consumers' knowledge about a brand makes consumers respond differently to the marketing of the brand.In this chapter, the writer will discuss the effects of the brand names in product marketing in the consumers .3.1.The brand names affect the consumers' decisionsResearch shows that consumers often assign personality traits to products－traditional,romantic,rugged,sophisticated,rebellious－and choose brands that are consistent with their own or desired self－image..First,brand equity provides a competitive advantage,such as the Sunkist label that implies quality fruit and the Disney name that defines children‟s entertainment.A second advantage is that consumers are often willing to pay a higher price for a product with brand equity.Consumers may benefit most from branding.Recognizing competing products by brand names allows them to be more efficient shoppers.This research is concerned specifically with the role of one exceptional factor in strengthening the association between the brand name and consumers' reactions to advertising: the temporal placement of the brand name within television advertising. A field study of prime-time television advertising across the major national broadcast networks found that 24% of ads wait until the very end of an advertising message to reveal the brand name, and only 6% of advertisements actually present it at the very beginning of spots before the presentation of content (Centre for Integrated Marketing Communication Research Brief 2004). Creative directors interviewed felt that withholding presentation of the brand name in this manner is intentional and appropriate. As one director put it,"the offer needs to be mentioned first and then the brand." Most interviewees expressed that brand-name placement decisions are purely execution-driven, which suggests that little consideration is given to cognitive and social psychology principles of learning. If creative directors believe that there is an advantage to withholding the advertised brand's identity until the end of the spot, it begs the question, "Is there theoretical and empirical evidence to back up this practice?" We believe not. On the other hand, we believe there is evidence to supportThis paper develops and tests a conceptual model of the effects of store name, brand names and price discounts on consumers' evaluations (store image, brand quality perceptions, internal reference prices, and value perceptions) and purchase intentions. The moderating effects of consumer knowledge and prior ownership on the proposed relationships in the model are also explored. A store's perceived image is influenced by the store name and the quality of merchandise it carries. Results also indicate that internal reference price is influenced by price discounts, brand name, and a brand's perceived quality. The influence of price discounts on a brand's perceived quality was minimal. Price discounts, internal reference price, and brand's perceived quality exerted significant influence on perceived value. Perceived value and store image, in turn, positively influenced purchased intentions. High knowledge respondents are more influenced by brand name, while low knowledge respondents are more influenced by price discounts. Low knowledge consumers are also swayed by store name and brand name.From the customer's perspective,respected brands offer an assurance of consistent performance and provide a signal of whatever benefits customers seek when making purchase decisions in particular product categories.More than this,a brand is a convenient with the customer whereby the mere mention of the name triggers expectations about what the brand will deliver in terms of quality,convince status ,and other critical buying considerations.3.2.The brand names bring the consumers' awareness.Brand names are often thought of as a creation of the western advertising industry. The earliest “brands” may date back to the early days of China and Egypt. Chinese pottery made thousands of years ago bore symbols or other signs of the pottery maker,and wall paintings from ancient Egypt depict cattle being branded. These are possibly the earliest “brands” in history.How time flies. “Cadillac”, “Toyota” and “Mercede s-Benz” are all currently premium brands owned respectively by the Americans, the Japanese and the Germans, and they all take pride in what they have owned. Chinese national brands pale in comparison with those world-class brands, which is a fact we can not deny and a reality we have to face. With the advent of brands being globalized and international competition being brought to our domestic market, foreign brands are making constant efforts to penetrate into the Chinese market. Under such circumstances, a question we have to answer is: How can Chinese brands give foreign brands a run for their money?Many of our enterprises are obsessed with the idea of nudging into the international market and metropolitan areas. They are swollen-heatedly stealing the limelight. We have to realize that China has become the world‟s largest market yet to be fully developed. China has a population of 1.3 billion, accounting for 20% of the world‟s population and the growth of its consumer expenditure is faster than anywhere else in the world. It is in our domestic market, particularly in our rural market of 900 million farmers that the odds are in favor of the development of our national brands. This may account for some of the well-established international brands racking their brains over China‟s rural market.Quality is the lifeblood of a brand, and customers always prefer goods of fine quality. With product quality being wildly inconsistent, Chinese enterprises can hardly build brands in which people have faith, thus creating obstacles to the establishment of China‟s international brands. It is currently urgent for some of our national brands, those who have made up their minds to compete against foreign brands, to improve the quality of their products. Enterprises have to realize that 1% defection of a product equals 100% loss for the customer. The domination of China‟s national brands in the world can never be achieved until goods made in China are better in quality than those made abroad.3.3.The brand names creates the consumers' loyaltyConsumers'loyalty has been proclaimed by some to be the ultimate goal of marketing. In marketing, brand loyalty consists of a consumer's commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service or other positive behaviours such as word of mouth advocacy.True consumers'loyalty implies that the consumer is willing, at least on occasion, to put aside their own desires in the interest of the brand.3.3.1.Consumers' loyaltyWhat isconsumers' loyalty?From academic say up, the brand loyalty complications abnormality, include the economics and manage to learn, the method learn, sociology, psychology and the contents of the esthetics, is consumer's long-term approbation for a brand.But say for the consumer, again simple abnormality of theconsumers'loyaltywithas for can go to" friendly" two wordses in brief to express.Kania (2001) states that marketing managers move customers through these stages when they develop a positive brand identity, brand promise, value proposition, brand associations, brand positioning, and perceived quality. When this branding effort succeeds, consumers are loyal to the brand.Consumers' loyalty is based on delivering a product or service that people wouldlike to buy and enjoy using. Ellwood (2000) argues that customer loyalty is the key tothe long-term success of a brand. Accordingly, Kotler (1996) suggests that every brandwill vary in the amount of power and value they have in the market and proposes a …brand awareness spectrum‟. This spectrum highlights four separate stages that a brand must progress through to achieve brand loyalty.Loyal customers are those that repeatedly buy a product or service from the same company. Their repeat purchases drive down marketing costs, increasing profit because the company doesn‟t have to acquire the customer for every transaction. …Customer retention is critical since it has been shown that it is up to five times less expensive to sell to a loyal customer, as it is to create a new one‟ (Palumbo F, Herbig P, 2000).These suggestions are formalised by Frederick Reicheld (1996). Reicheld proposes that brand loyalty has two important effects on a company:3.3.2.The brand names affects the consumers' loyaltyConsumers can recognize and avoid products with which they are dissatisfied,while become loyal to other,more satisfying brands. Consumers will associate the quality of the established brand name with the new product. They will be more likely to trust the new product. Consumers are rarely prepared to pay a premium for products or services that simply deliver core benefits? They are the expected elements of that justify a core price.Alternatively,the consumers may be looking for the brand to add meaning to his or her life in terms of lifestyle or personal image. There is plenty of evidence to prove that consumers will pay a substantial price premium for a good brand and remain loyal to that brand.The brand names creates the consumers' loyalty which is the positive attitude toward a specific brand that draws a customer to consistently purchase the brand when the customer needs a product in that product category. Brand preference is a strong degree of brand loyalty. Brand insistence is the stronger degree of brand loyalty.Loyal customers are those that repeatedly buy a product or service from the same company. Their repeat purchases drive down marketing costs, increasing profit because the company doesn‟t have to acquire the customer for every transaction. …Customer retention is critical since it has been shown that it is up to five times less expensive to sell to a loyal customer, as it is to create a new one.The consumers'loyalty points the degree that the satisfaction of consumer to brand combines the persistence to use that brand.The brand loyalty is to measure the consumer to change direction the possibility of compete the brand toward continuing to long for the degree the thing card, or.The brand loyalty reflected the customer to the generous character of the brand emotion, is the index sign of the consumer brand behaviour.Pass at grow on the market of brand loyalty can win the competitive advantage in market obviously. If the consumers become loyal to the brand names.,the companies can establish own reputationin" the match way" that hustle, outshine others from the competition.Win the public trust also, draw on the consumers that the generation connects the generation to purchase continuously.4.The effects of brand names on productsMuch brand is targeted at understanding the most significant and powerful attributes of a product.The marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name .A name used to identify a commercial product .Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.In this chapter, the writer will discuss the effects of the brand names in product marketing in products.4.1. The brand names are one of the figures of the productsBrands offer more than product identification and a means to distinguish their products from competitors.The new product will attract quicker customer awareness and willingness to trial or sample the product.For most companies, brands are not developed in isolation－they are part of a product group. All product have a series of core benefits－benefits that are delivered to all customers.Choosing the proper brand name-often the of an introductory marketing program-may enhance brand awareness or help to create a favor.Brand is a convenient label for describing any product of concerted marking effort.able brand image for a newly introduced product.is a distinctive sign or indicator of some kind which is used by an individual, business organization or other legal entity to identify uniquely the source of its products and/or services to consumers, and to distinguish its products or services from those of other entities. A trademark is a type of intellectual property, and typically a name, word, phrase, logo, symbol, design, image, or a combination of these elements.It should be noted that brand names generally arise out of the use and/or registration(see below) of a name in connection only with a specific type or range of products or services. Although it may sometimes be possible to take legal action to prevent the use of a mark in relation to products or services outside this range (e.g. for passing off), this does not mean that trademark law prevents the use of that mark by the general public. A common word, phrase, or other sign can only be removed from the pblic domain to the extent that a trademark owner is able to maintain exclusive rights over that sign in relation to certain products or services, assuming there are no other trademark objections. For a case study in both concepts, see Apple Corps and its disputes with Apple, Inc.4.2 The brand names and the products are inseparableIn marketing, companies try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market.The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer clothes. In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e.g. political parties or religious organizations) may also be known as "branding".It is often important therefore for research aimed at "un-covering" the salient attributes of the product according to the consumer, rather than the client, to be conducted also. In "brands", where attributes are often related to brand personality, image and brand identification related variables, these can often by uncovered by qualitative and depth interview techniques.A brand image, a concept introduced in 1955 by Burleigh B. Gardner and Sidney J. Levy, may be developed by attributing a "personality" to or associating an "image" with a product or service, whereby the personality or image is "branded" into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme.The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt todesigner clothes. In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e.g. political parties or religious organizations) may also be known as "branding".For example:In the early 2000s in North America, the Ford Motor Company made a strategic decision to brand all new or redesigned cars with names starting with "F". This aligned with the previous tradition of naming all sport utility vehicles since the Ford Explorer with the letter "E". The Toronto Star quoted an analyst who warned that changing the name of the well known Windstar to the Freestar would cause confusion and discard brand equity built up, while a marketing manager believed that a name change would highlight the new redesign. The aging Taurus, which became one of the most significant cars in American auto history would be abandoned in favor of three entirely new names, all starting with "F", the Five Hundred, Freestar and Fusion. By 2007, the Free star was discontinued without a replacement, and Ford announced record losses. In a surprise announcement, the discarded Taurus nameplate would be re-used on an improved Five Hundred which had disappointing sales and whose nameplate was recognized by less than half of most people, but an overwhelming majority was familiar with the Taurus.The Cadillac Cimarron is frequently cited as an example of a product causing the erosion of brand equity. Although the intention was to create a car to compete in the growing compact luxury segment, many believed the impression of it being a gussied up version of the Chevrolet Cavalier with which it shared its underpinning severely undermined Cadillac's image. The consequent failure of the Cimarron in the marketplace coincided with numerous widely publicised troubles affecting engines installed in Cadillac's traditional full-size lines, in what is considered to be the least distinguished period in the marque's history.4.3The brand names suggest advertising recall on productsChoosing the proper brand name-often the centerpiece of an introductory marketing program-may enhance brand awareness or help to create a favorable brand image for a newly introduced product. One strategy is to choose a brand name that semantically。
名牌famousbrand英语课件
What’s brand
A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings. Brand is consisted of trademark and brand name .
Trademark
A brand that has been given legal protection and has been granted solely to its owner.
Brand Name
Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors.
• Nike‘s profits from 1985 to 13 million，10 years, profit has risen approximately 30-fold!
In the U.S., 70% of young people's dream is to have a pair of Nike shoes. "Nike" has become to consumers seeking a "dream." Nike includes more than 30,000 Nike employees across six continents, each of whom make their own contribution to fulfill our mission statement: to bring inspiration and innovation to every athlete in the world. * If you have a body, you are an athlete.
品牌名称brand name
品牌名称品牌名称（Brand Name）[编辑本段]什么是品牌名称品牌名称是指品牌中可以用语言称呼的部分。
例如，可口可乐、雪佛莱、爱芳等，都是美国著名的品牌名称。
品牌商标（brand mark）通常结合的是图像与语句，而品牌名称的功用则像人的名字一样，是由一个字或是一组文字所组成——也就是说，其本身单独是无意义的，除非是用在一段有指示性并可加以解释的文句当中。
因此，Edse1这个字可以代表从1919年到1943年担任福特汽车公司总裁亨利·福特的儿子，或者也可以代表在汽车设计与行销上典型失败案例的一种昙花一现的车子名称。
但是如果脱离了这个叙述之外，由e、d、s、e、l这五个字母所组成的字本身是毫无意义的。
[编辑本段]品牌名称的选择品牌名称应该要能够易于发音（如Sure deodorant），与产品有清楚的关联性（如Down y fabric softener），并且易于记忆（如Odor Eaters foot deodorant pads）。
把地理名词用在品牌名称上通常都被证实是一种差劲的选择。
因为法律无法禁止竞争者利用相同的地理名称作为产品识别的方法从而让某产品的制造商得到保障。
范例：有三家公司现在都在生产“Smithfield”牌的火腿。
即便是最早使用的一家公司，在美国独立战争以前一直都是在位于弗吉尼亚州的Smithfield市经营生意，可是当有其他竞争者开始生产它们自己的“Smithfield”牌火腿的时候，这家老牌公司在法律上还是无法保障自己的品牌名称。
把一般性的词句用在品牌名称上也是差劲的选择。
凡是在字典中所能够找到用来描述一种产品的任何字都是属于一般性的字，把它拿来用在其行销活动上都是合法的。
范例：美乐酿酒公司（Miller Brewing Company）推出它的Lite(淡啤酒）品牌，采用的是light（淡）的同音字。
可是该公司却无法申请对这个字的独家使用权，因此它无法禁止安豪瑟—布什（Anhauser- Busch）与Schlitz公司推出它们自己的淡啤酒。
英语口语课brand-品牌PPT课件
• Coca-Cola is a carbonated soft drink sold in the stores, restaurants, and vending machines of more than 200 countries.
• 可口可乐是一个在超过200个国家的 商店、餐馆以及自动售货机中销售 碳酸软饮料的公司。
?宜家ikeaingvarkampradelmtarydagunnaryd是一家私人持有瑞典的国际组装家具家电和家居饰品设计和销售公司该公司是目前世界上最大的家具零售商
Brand Center
Tips: brand n. 1. 商标, 牌子 2. 烙印 3. 类型
What is brand?
• A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan.
• Coca-cola • IKEA • KFC • McDonald's • Sprite • NOKIA
• Nestle • Robust • Safeguard • Anycall • Lenovo
List the brands that you know.
Golden Fingers
• 麦当劳公司是世界上最大的连锁速汉堡包食店，每日的 客户超过5800万。
Kentucky Fried Chicken
• KFC Corporation (KFC), founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States. KFC has been a brand and operating segment, termed a concept of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global Restaurants Inc.
亚马逊时尚–标题质量–行李箱包标题创建公式
以下产品需要创建在行李箱包类目下:Accessories, Backpacks, Business & Laptop Bags, Gym Bags, Handbags & Shoulder Bags, Messenger Bags, School Bags, Pencil Cases & Sets, Shopping Bags & Baskets, Suitcases & Travel Bags, Umbrellas, Waist Packs, Wallets, Card Cases & Money Organizers手提箱和旅行包/Suitcase and Travel Bags[brand_name] + [style_name] + [model_name] + [item_length]+ [item_dimensions_unit_of_measure]+[volume_capacity_name]+ [volume_capacity_name_unit_of_measure]+ [ number_of_wheels] + “Wheels” + [color_name] + [lock_type][品牌] + [款式] + [型号名称] + [商品长度] + [商品长度单位] + [容量] + [容量单位] + [轮子数量] + “Wheels” + [颜色] + [锁类型]行李箱套装/Luggage Sets[brand_name] + [style_name] + [model_name] + [number_of_items]+ “pcs”+ [color_name][品牌] + [款式] + [型号名称] + [商品件数]+ “pcs”+ [颜色]旅行配件/Travel Accessories[brand_name] + [style_name] + [model_name] + [color_name][品牌] + [款式] + [型号名称] + [颜色]其他/For the rest product types[brand_name] + [style_name] + [model_name] + [volume_capacity_name]+[volume_capacity_name_unit_of_measure]+ [color_name][品牌] + [款式] + [型号名称] + [容量] + [容量单位] + [颜色]Attributes (values from Inventory upload files):[brand_name] 商品品牌名或制造商名。
化妆品商标翻译-英语
Presented by 曹畅×冯笑临
目录
1
Definition and Classification of Brand Name
2
3
Principles of Brand Name Translation
The following tab presents some examples:
Source text Target text Source text Target text 夏士莲 Hazeline 玫琳凯 MaryKay 贝玲妃 Benefit 梦妆 Mamonde 欧莱雅
L'oreal
美宝莲 Maybelline 多芬 Dove
曹畅/冯笑临
3 Pursuit of Aesthetic Taste
Main Approaches
Transliteration
Liberal translation
Zero Translation
购买倾向
Transliteration + Liberal Translation
Transliteration
Here are some good examples：
Source text Target text Missha 谜尚 Laneige 兰芝 Clean&Clear 可伶可俐 Pantene 潘婷
Liberal translation
liberal translation follows the form and the pronunciation of the source language. In other words, in this way, customers can directly gain the originality of the source language.