Building Your rand（品牌建设） .doc

毕 业 设 计（英文翻译）译文内容building your rand（品牌建设）译文出处/inbusiness/editorial/sales/ibt/branding.html 系 别：经济管理学院专 业：汽车营销班 级：t753-1学生姓名：李德辉学 号：20070530112指导教师：姚丽萍 building your brandoverview branding is more than just a business buzzword. it has become the crux of selling in the new economy. if the old marketing mantra was, nothing happens until somebody sells something, the new philosophy could be nothing happens until somebody brands something. in its simplest form, a brand is a noun. it is the name attached to a product or service. however, upon close inspection, a brand represents many more intangible aspects of a product or service: a collection of feelings and perceptions about quality, image, lifestyle and status. it creates in the mind of customers and prospects the perception that there is no product or service on the market that is quite like yours. in short, a brand offers the customer a guarantee and then delivers on it. you might infer, then, that if you build a powerful brand, you will in turn be able to create a powerful marketing program. however, if you cant convince customers that your product is worthy of purchasing, no amount of advertising dollars, fancy packaging or public relations will help you achieve your sales goals. therefore, successful branding programs begin with superior products and services, backed by excellent customer service that permeates an entire organization. outline: i.the importance of branding ii.when should you brand? iii.types of brands iv.what goes into a brand? v.whats in a name? vi.brand positioning i. the importance of branding one of the truths of modern business is that there is almost nothing that your competitors cant duplicate in a matter of weeks or months. if you have a great idea, you can be certain that somebody will copy it before long. and not only will they follow your lead, but they may also be able to do a better job or sell the product or service at a lower price. the question then becomes, what competitive edge do i have to offer that cannot be copied by anyone else? the answer? your brand. creating a strong brand identity will build mind share one of the strongest competitive advantages imaginable. as a result, customers will think of your business first when they think of your product category. for example, when you think of tissues, more likely than not, you think of the kleenex brand. and when youre looking for tape to wrap a present, scotch is the brand that springs to mind. likewise, when your child wants a hamburger, he will often say he wants to go to mcdonalds. the reason behind these strong brand-product associations is that these companies have built rock solid brand identities. a brand is the one thing that you can own that nobody can take away from you, says howard kosgrove, vice principal of marketing at lindsay, stone and briggs advertising in madison, wis. everything else, they can steal. they can steal your trade secrets. eventually, your patents will expire. your physical plant will wear out. technology will change. but your brand can go on and live. it creates a lasting value above and beyond all the other elements of your business. that value is often called brand equity, or the worth of the brand. brand equity, unlike other abstract marketing notions, can be quantified. for instance, if you owned the marlboro company and wanted to sell it, you would begin to value the firm by looking at the assets tied to the marlboro brand. you would then identify the cost of the factories, patents, trucks, machines and staff. they are worth a small fraction of what you can sell that brand for, says kosgrove. the value of that brand is huge compared to those actual physical assets. the importance and value of branding becomes apparent when an entrepreneur wants to sell his or her company or take it to wall street for a public offering or other infusion of capital. it is often the brand that a business owner has to sell in such cases. ii. when should you brand? because of the competitive nature of business today, nearly all industries can benefit from a branded product. all of the traditionally brand-conscious industries, including fashion, restaurants and consumer goods, are being forced to continue to brand heavily perhaps even more strategically than they ever have in the past. financial services, which were one of the last frontiers, are even beginning to see the importance of branding by tagging banking packages and even mutual funds with catchy names. even industrial markets, where cost is usually more of a loyalty building factor, has seen brand names creep in. for example, tyvek, a dupont fiber, improbably one of the best known industrial branded products. other industries in which branding is a must include: fast food high-tech beverages packaged goods petroleum entertainment retail auto pharmaceuticaliii. types of brands a brand cannot be all things to all people. by definition, no one brand is going to appeal to all customers. on the contrary, branding is based on the concept of singularity targeting individuals in a personal manner and therefore precludes the concept of universal appeal. this is why many brands broaden and widen their appeal by creating tertiary brands or line extenders. although most industries and products or services can benefit from a brand, not every product needs its own stand-alone brand. brands can be separated into three categories: primary, secondary and tertiary. primary brands - this is a companys core brand or umbrella brand. primary brands typically garner a large percentage of a companys revenue potential and therefore need to be given priority and have a sufficient amount of advertising in order to root them firmly.secondary brands - these are often line extenders, or flankers, for a core brand. secondary brands dont need to have their own name; usually a modifier to the brand name will suffice and strengthen the core brand. take, for instance, a toothbrush called the crest deep sweep. crest is the core brand, and deep sweep is the secondary brand. line extenders are characterized by having a descriptive term that allows the base brand to be the true selling proposition and the flanker to really designate to the audience what that particular products key feature or benefits are. tertiary brands - these brands typically have insignificant revenue potentials or expectations, but they contribute to the companys overall image in some way. therefore, they sometimes dont sport registered brand names, but just descriptors. for example, a garbage bag manufacturer may make a generic-brand bag in addition to its flagship brand. the generic line may bring in minimal revenue for the company, but it fills a need within a niche market so the company continues to manufacture it under the unregistered name household trash bags. therefore, the generic line is considered a tertiary brand for this company.iv. what goes into a brand? if your product or service is new or unique, thetas of branding is made easier. since there are no pre-existing biases toward the product or service, it will be easy to manipulate customer attitudes. more often, your product or service will have been in existence for a while and have direct competition. and if it doesnt, it probably soon will. therefore, products that may be roughly equivalent in terms of their features need to have a brand identity that will impact consumer choice. brand identity is comprised of: pricing - a component of value; higher prices may signify to consumers higher quality, and lower prices may suggest decreased value. distribution - availability; limited distribution of a product or service may imply exclusivity to discerning consumers. quality - which impacts satisfaction; obviously, higher quality will translate to more satisfied customers who come back again and again to purchase your offerings. presence - prominence in the paid and unpaid media; products or services with a high-profile market presence will lead to brand recognition and increased sales. awareness - top-of-mind awareness, residual awareness and recognition, which are directly related to presence; the higher your offerings awareness, the better your sales results will be. reputation - enduring public opinion of brand character, which is built over time and difficult to change once established. image - perceptions of brand traits or prototypical buyers; often represented by qualities the consumer relates to. like reputation, image is difficult to change once established. benefits - consumers may equate certain positive and negative consequences with use of your product or service; these may be warranted or unwarranted. positioning salience - differentiation from the competition, which is established by a combination of all elements of the brand. preference - a predisposition to buy displayed by consumers who are establishing brand loyalty. share of market - increased market share is a direct result of a successful branding campaign. customer commitment - loyalty is built through long-term branding and close consumer contact.v. whats in a name? the foundation of your brand is its name. after its uniqueness wears off, it will be your brand name against the brand names of your competitors in the marketplace. so, how can you create a name that will stand the test of time? first, it should be able to communicate on its own without a lot of advertising, says james dettore, president of the brand institute in boston. it has to be easy to pronounce and have neutral to positive associations around the world, or at least in various languages. because of the high ethnic influences here in america, you still have to have a name that crosses over many ethic and language barriers.some extremely successful brand names include google, calvin klein, evian, mcdonalds and nordstrom. many companies have committed translation faux pas when they failed to cross reference the brands name in other languages or cultures. one of the most popular instances was the marketing mishap with the chevy nova. the car didnt go over well when the latin consumers, as the vehicles name in spanish means it doesnt go. more recently, marketers at reebok obviously didnt do their homework when they named their womens running shoe incubus. apparently, no one at reebok was aware of the nightmarish nature of the name: an evil mythological spirit believed to descend upon and have sexual intercourse with women as they sleep. the company was mortified and looked into ways it could wipe out the offending name, which didnt appear on the $57.99 shoes, but on boxes. besides making sure that people from all or most ethnic backgrounds will accept your brands name, it should also be memorable and easy to communicate in packaging and advertising. if possible, the name should also complement the overall core values of the company. for instance, pampers was a perfect name for the diaper line that procter & gamble launched in the late 1970s. the name is easy to say, has positive associations, and links to the performance of the product. besides that, the brand came out at a time when cloth diapers were still largely popular with mothers. by the name alone, mothers could make the switch to disposable diapers that were more convenient without feeling that the product would compromise the comfort, or pampering, of their child. in cases of large companies, a brand name can help propel a product or service through the marketplace. in other instances, particularly with younger brands, the descriptiveness of the name can have a strong influence on how well its accepted (i.e., aleve, america online, performa). for others, the name has no meaning at all until broader identity building programs are built around the name (such as espn, fosters lager, tide laundry detergent). vi. brand positioning a. characteristics of the campaignpositioning is the art of creating a brand that can persuade and realistically demonstrate its relevance to a customers daily life to become his or her regular choice. positioning is not created by the marketer or the individual brand itself, but by how others perceive it. in fact, kosgrove says that the brand is not created by the marketer at all, but rather by the customer. marketers dont create the positioning; rather, they create the strategic and tactical suggestions to encourage the customer to accept a particular positioning in his or her mind. for instance, bread and milk are not branded items, and despite companies push to try and brand the two products, no company has found much success building brand equity. when customers want either one of those staple items, they usually choose what is on sale or what is available on their local grocers shelves. beer and cola, on the other hand, are heavily branded product categories: consumers have formed a relationship with and will search out their preferred brands. to position your offering properly, you need to identify the key attributes or benefits that represent the value of your product or service. that will, in turn, create trust in your brand. as you begin to understand the relationship that your customers have with your brand, you will be able to more efficiently meet their needs, wants and desires through your brand. positioning is everything, says dettore. positioning studies identify the audience according to their needs, expectations and wants. those drivers then come into developing products and services that best fit those audiences needs and wants. while marketers do not literally position brands, they can have a significant influence on how they are positioned. several characteristics can work in a positioning campaign, such as: 1.relevance to a customers lifestyle - the more apparent the connection is between the brand and the prospects daily activities, the greater the chances are that the prospect will buy that product. relevance, or the connection that the prospect has to the brand identity, is how customers ultimately decide which brands to buy and which they will discard. ask yourself: is the identity of the brand too young for my target market? is it too old? is it too upscale? 2.promises backed by support - benefits need to be backed with some sort of persuasive reason to believe the products hype. many times, products or services have some formula or patent that is unique from all the other brands out there. why do we trust pantene shampoo, for instance? because we believe in the brands revolutionary pro-v formula that leaves hairs strong and healthy. why do we believe secret antiperspirant will keep women smelling sweet? because its ph balanced for a woman, and not a man.ask yourself: what promises are you making about your brand? can my products or services follow through on those promises?3.message of the brand is clear and focused - no matter how brilliant a strategy you have, you need to be clear about the message. some examples of crystal clear campaigns include gillette - the best a man can get or choosy moms choose jif.ask yourself: are my messages in line with what i want to convey about my products and services? are there messages that can be misconstrued? if so, how can i change them to be more accurate? 4.message of the brand is appropriate - have you ever seen a commercial on tv that seems to come from left field? it grabbed your attention, but told you nothing about the product or service, and it seemed inappropriate for what is being sold. for instance, financial institutions cant effectively work humor into their ads because the preconceived notion is that banks are not supposed to be fun or entertaining. the message that you send needs to be appropriate to the product or service you are trying to brand.ask yourself: are my advertising messages in line with the image im trying to convey about my company, products and services? if not, could they be hurting, rather than helping, the brand? 5.product is the genuine article - many successful companies build customer trust by claiming to be the real mccoy. for instance, pace picante sauce tells you that they are not the brand from new york city. coke tells you that its the real thing, coke is it and always coca-cola. the copy line helps reinforce that this brand is the genuine article for that category of products. even service companies can make claims to being the real deal. at&ts true voice lets its customers know that they are receiving a level of clarity above what other telecommunication companies carry through their fiber optic lines. ask yourself: in what ways are my products and services more genuine than my competitors? how can i emphasize those elements to give the brand a competitive advantage?b. types of prompts in a campaignonce you determine the way in which you can reach your market, the next thing to look at is how you are going to lure your customer to try your brand. that method is called the positioning prompt of the brand.a brand can evoke several different types of prompts. be aware, however, that positioning prompts are not verifiable scientific hypotheses, and there is a great deal of interpretation and high degree of risk that is involved in choosing one positioning over the other. thats why it makes sense to look at alternative positioning types before deciding on which one you will attach to your brand.1. quality positioning - perception of quality is probably one of the most important elements for a brand to have and can be combined with any of the other prompts below.if you look at the most profitable companies in