品牌策略 英文
品牌营销策略外文文献
品牌营销策略外文文献Brand Marketing StrategyIntroductionBrand marketing is a crucial aspect of any business strategy as it helps create awareness, build loyalty, and differentiate a company's products or services from its competitors. This paper aims to discuss various brand marketing strategies and their importance in the global market.Importance of Brand MarketingBrand marketing plays a vital role in creating a positive perception of a brand in consumers' minds. It helps build trust, credibility, and loyalty among customers, leading to repeat purchases and brand advocacy. A strong brand also allows a company to command premium prices for its products or services and gives it a competitive advantage in the market.Brand Positioning StrategyBrand positioning is a crucial step in brand marketing strategy as it determines how a brand should be perceived in the market. It involves identifying the target audience, understanding their needs and preferences, and positioning the brand in a way that resonates with them. This can be achieved through effective communication, advertising, and branding activities.Brand Differentiation StrategyBrand differentiation is an essential aspect of brand marketing, especially in highly competitive markets. It involves highlighting the unique features, benefits, or values of a brand that set it apart from its competitors. This can be done through product innovation, superior quality, excellent customer service, or a unique brand personality.Brand Extension StrategyBrand extension is a strategy where a company uses its established brand name to launch new products or enter new markets. This strategy leverages the existing brand equity to gain a competitive advantage and reduce the risk associated with introducing new products or entering new markets. However, it is important to ensure that the brand extension aligns with the brand's core values and does not dilute its equity.Digital Marketing StrategyWith the advent of the internet and social media, digital marketing has become an integral part of brand marketing strategy. It helps businesses reach a wider audience, engage with customers in real-time, and build an online brand presence. Digital marketing activities include search engine optimization (SEO), social media marketing, content marketing, influencer marketing, email marketing, and paid advertising.Customer Relationship Management StrategyBuilding strong relationships with customers is essential for long-term success and brand loyalty. Customer relationship management (CRM) strategy involves collecting and analyzing customer data to understand their preferences, needs, and behaviors. This information can then be used to personalize marketing communications, offer tailored products or services, and provide excellent customer service.ConclusionIn conclusion, brand marketing plays a crucial role in the global market as it helps create awareness, build loyalty, and differentiate a brand from its competitors. Various brand marketing strategies, such as brand positioning, differentiation, extension, digital marketing, and customer relationship management, can be used to achieve these objectives. It is essential for businesses to continuously evaluate and adapt their brand marketing strategies to stay competitive and meet evolving customer preferences.。
广告术语中英文对照
广告术语中英文对照AAA（美国广告院校协会）American Academy of Advertising AAAA, 4A’s (美国广告代理商协会) American Association of Advertising Agencies ABC (广告发行量稽查会) Audit Bureau of CirculationsAMA (美国市场营销协会) American Marketing AssociationAIO (行为、兴趣、观点数据库) activity, interesting, opinionIAA (国际广告协会) International Advertising Associ ationPOP广告 point of purchases SWOT分析、优劣势分析 strength, weakness, opportunity, th reat案头研究desk research版权copyright包装package保存率keeping rate报价quotation, cost es timate备忘录memo调查对象interviewee, responden t, participant比稿competition, pitch 比较广告comparative advertisin g边际效用marginal utility标题headline标志logo, mark草稿rough草图sketch插图illustration差异性（策略）differentiation蒙太奇montage 免费赠品 give away 命名n aming模仿co py模型 mod el, pattern目标对象target audience尼尔逊电视调查报告 Nielsen Television In dex频率 f requency品牌br and品牌策略 brand strategy品牌个性（人格化） brand personali ty品牌购买趋势brand mo mentum品牌管家 brand steward品牌经理br and manager品牌联想bran d linkage品牌识别brand identity产品核心概念 product concept产品名称测试name test产品效用benefit产品形象 product image产品原型product prototype产品原型测试prototype test产品周期product life-cycle产品属性product attribute陈列display冲击力impact出口广告export advertising传播，沟通communication传播策略 communication strategy 创意creative创意草图idea sketch创意策略creative strategy创意概念 creative concept创意提案creative presentation 创意总监creative director (CD) 从众follow促销活动promotion打样color proof打字照排typesetting大众传播 mass communication代理商agent导演director到达率reach到达频率frequency第一知名度 top of mind (TOM)点子idea电话调查telephone interview电视广告commercial电视媒体 TV media调查员 interviewer定量研究quantitative research 定位positioning定性研究 quality research动画animation动机motivation, motion 动机分析 motivation analysis动机强度 motivation intension独家赞助sponsored event独特销售理论unique selling proposition (USP)发行量 circulation菲林，胶片film分类广告 classified advertising 分散式媒体组合assorted media mix分色color separation 分销distribution风险知觉perceived risk服务质量 serve quality负片negative覆盖率coverage概念concept概念测试 concept test感觉sense个人收视率personal audience rating 个性，性格personality工作进度报告 status report公共关系public relations公益广告non-commercial adverti sing构图 layout购买 purchase, buy购买后分析 post-buy-analysis购买环境shopping environment 购买决策 purchase decision购买决定因子 purchase decision factor购买率 purchase rate购买模型purchase model购买频率purchase frequency购买者buyer购买周期 purchase period购买准备 purchase preparation关键词 keyword观察法 observe method广播电视网network广播媒体broadcast media广告advertising (AD) 广告标语advertising slogan广告测试 advertising test广告策略 advertising strategy广告创意 advertising creative广告创作人员 creator广告对象 advertising target广告概念advertising concept 广告稿效果调查 copy test广告歌曲commercial song广告代理商，广告公司advertising agency广告管理 advertising managemen t广告计划 advertising plan广告监测advertising monitor, advertising track 广告精读率 attentive readership sc ore广告客户 client广告目标 advertising goal广告目的 advertising objective 广告牌 billboard广告认知效果 advertising recognition eff ect广告时代 Advertising Age (AD Ag e)广告诉求advertising appeal 广告文案 advertising copy广告效果advertising effect, advertising impac t广告效果监测 advertising impact track广告音乐 jingle广告占有率share of voice广告招贴poster广告作品advertisement国际广告媒体international media国际消费者协会consumer international (CI) 互联网调查 internet survey户外广告 outdoor advertising黄金时段 prime time基本动机 basic motivation集中式媒体组合 concentrated media mix记忆 memory, recall家庭结构family structure家庭类型family type家庭收视率 household rating价格测试price test价值观valuation剪辑 trimming简报briefing交互媒体 interactive media脚本 storyboard街头调查 street interview进口广告 import advertising经销商dealer竞争者competitor剧本大纲synopsis决策模型 decision mode l决策者decision开机率 sets in use 客户client, a ccount客户策划人 account planner客户简报client briefi ng客户经理account mana ger客户主管 account super visor客户总监account dire ctor蓝图 blue prin t老年群体old age mass 累积到达率cumulative rea ch理性广告rational adve rtising连锁超市 chain super-ma rket品牌替代率 brand replaceme nt品牌喜爱度brand leverage 品牌形象 brand image 品牌形象跟踪 brand image track (BIT)品牌占有率brand share品牌知名度 brand awareness 品牌忠诚度 brand loyalty 品牌重复购买率 brand retention品牌转换brand shift品牌资产brand equity普及率diffusion rate企业广告 corporate adv ertising企业理念corporate ph ilosophy企业形象corporate im age企业形象识别corporate identi ty (CI)千人成本cost per thousand（million） (CP T CPM)潜意识，下意识sub-consciousness 潜在市场 potential mar ket青年群体 youth mass 情感 feeling 情感广告emotional adv ertising区域广告regional adv ertising全面服务代理商 full service agency 人口统计 demographic人员测量仪（个人收视监测仪） people meter认知 perceive, recognize认知度 recognition rate认知广告recognition a dvertising认知模型 recognize mod el入户访问 in-house interview商品成长期 growth stage 商品成熟期maturit y stage商品导入期introd uction stage商品衰退期 decli ne stage商圈 t rade area少年群体j uvenile mass设计design设计核心概念design c oncept社会阶层 socie ty class社会意识socie ty-consciousness社会因素 soc iety factor深度访谈 in-de pth interview生活风格（形态） life st yle生活态度数据库 attitud e-value database时尚style, fashio实验法 e xperiment method实验性营销test marketing使用者user市场导向market ing oriented市场调查 marke ting research市场潜力marke t potential市场渠道 m arket channel市场细分 seg mentation市场营销 m arketing市场营销组合mar keting mix市场占有率 mar ket share事件event视觉成型 visua lize视听占有率a udience share收视（听）率 audienc e rating收视监测仪 vid eo meter收视率调查 r ating research受教育程度educati on level售货员salesman数据库database诉求appeal态度a ttitude态度测量 attitud e measurement提案 prese ntation, proposal提示知名度 aided brand a wareness统计指标 statistic i ndex投放时间表cue list, transmission schedule投射法研究 proje ct method完稿finis hed artwork网页广告 web a dvertising未提示知名度un-aided brand awareness文稿撰写人 copywriter 问卷q uestionnaire习惯habit习惯研究 hab it study。
英文文献和翻译品牌战略
外文翻译：品牌战略原文来源：Aaker, David A.; Erich Joachimsthaler (2000). Brand Leadership. New York: The Free Press. pp. 1–6. ISBN 0-684-83924-5.译文正文：品牌管理是营销技术应用到具体产品，产品线或品牌。
它旨在提高产品的认知价值给客户，从而提升品牌特许经营与品牌资产。
营销人员认为这是一个隐含的承诺，一个品牌，人们的生活质量水平来从一个品牌预期将继续与购买相同产品的未来。
这可能会增加决策与竞争产品相比更有利的销售。
它也可能使制造商收取更多的产品。
品牌的价值是取决于它的利润总额为制造商产生。
这可能导致从增加的销售与价格上涨的组合，或降低销售成本（销货成本），或更有效的营销投资。
这些增强功能全部可以提高一个品牌的盈利能力，因此，“品牌经理”往往携带一个品牌的P与L（损益线管理责任制）的盈利能力，相比之下，市场营销人员经理的角色，这是分配给上述预算，管理与执行。
在这方面，品牌管理通常是在组织视为一个单独比市场更广泛与更战略性的作用。
由《Interbrand》与《Business Week》公布的每年最具价值的品牌名单中可以发现，公司的市场价值通常是由品牌决定。
麦肯锡公司是一家全球性咨询公司，在2000年的研究表明，相对股东比较弱的品牌，实力雄厚则品牌产生更高的回报。
两者合计，这意味着，品牌严重影响股东价值，最终品牌的首席执行官需要对其负责任。
管理学科的品牌开始了在宝洁公司的PLC作为一个由Neil 阁下麦克尔罗伊著名的备忘录的结果。
品牌管理原则一个好的品牌名称应：·受商标法保护。
·朗朗上口。
·容易被记住。
·容易被识别。
·在该品牌可以使用的范围内很容易被翻译成当地语言·吸引眼球。
·引出产品的优点（如：易关）·提升公司或产品形象。
品牌营销策略外文翻译文献
品牌营销策略外文翻译文献(文档含中英文对照即英文原文和中文翻译)原文：Brand Strategy ResearchKapferer,J.HEconomic globalization,how to adapt to international trends,establish,a strong brand and enhance our competitiveness,have become pressing issues facing enterprises.Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role.Enterise needs to sue a variety of means ofcompetition to increase brand awarenss, improve brand positioning, an create a good brand image.First, Japanese brands across the board defeat.November 22,2006 morning, NEC announced that it would withdraw from 2G and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention.If we sum up the Chinese household appliance market, today any different from ten years ago,I think the biggest difference is that Japanese companies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market;2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; Third, failure to grasp the industry best time to transition is the Japanese home appliance companies lose an important reason for market dominance.Japanese companies come to the edge in the Chinese market is causing companies tothink deeply about our nation ? To make the internanational route and whether the enterprise of“Japanese Company”to the lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous“flash in the pen”Chinese and foreign enterprises in the Chinese market the brand war;just grow up to be a great impact on national brands. The last century, a little-know 80’s brand ,not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited.Here atypical case, the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent deline in brand image is repeated.Brand strategy has been an increasing emphasis on domestic enterprises caused the government to support.Since the 80s of last century reform and opening up,China’s socialist econonomic construction has made remarkable achievements. From a planned economy to market economy era Chiness companies, brand management has grown out of nothing.Information,local governments at all levels of emphasis on brand-name,organization promoting the efforts,policies measures have greatly ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous erterprises incentives to 100 million,on Dali an 3 million Yuan ,on brand-name companies have been cities for the 100000yuan reward-200000yuan.Japanese 8th 2009 year to Japanese 11th,the 40th International Consumer Electronics Show(CES) in Las Vegas Ventian hotel opening.National enterprises in the CES,we achieve superior results.It is understood that this year there are 4000 people registered to participate in China CES,including manufacturers,media and spectators,in the exhibition hall,there are 327 exhibitors.Haier is the world’s most authoritative consumer electronics industry media “TWICE”named for the Chinese consumer electr onics brand.3.The status of foreign brands in most sectors is still difficult to shake However,we should also see the face of numerous products on the market,allows consumers blurted out genuinely few domestic brands.With the opening up further,to a number of big companies have to squeeze into the Chinese market,Chinese market,a time filled with“sony”,“Coca-Cola”，“rejoice”，“Benz”and various other internantional brands,many of these names foreign brands violently hitting the national brand in China.Although the appliance industry ,led by haier brand,“Konka”，“Changhong”，“TCL”and other domestic brands have developed well,but with the “Sony”,“Panasonic”“Samsung”and other brands,they are still there competitive disadvangtage;in the IT industry,“Lenovo”，“Founder”，“Great Wall”and other countries compared to ,brand awareness is still insufficient;in Consumer Goodsmarket,“P＆G”，“Oliver”，“Henkel”，and other international companies have formed the three pillars.Third,the brand strategy implementation in China Problems and Errors. Currently,Chinese brands have a huge international marker opportunity and space for international brands has been inevitable,but there are also brand building is not unsatisfactory.Our Enterprise Brand Building Problems：Factors from the point of micro-enterprises themselves:there is a lace of technology development,brand competitiveness is not strong;brand personality,lack of innovation and development capacity;small-scale production and management,brand development lack of overall planning;ability of weak erports and internantional operations,Brand awareness is not strong;brand positioning is not clear,there is a large range of factors such as blindness.Speaking from the macro social factors:social mechanisms need to be improved,policies and regulations support the neeed to further strengthen the country’s industrial policy,export-oriented policies for different sectors play different role in the country’s industrial policy,export-oriented policies for different sectors play different role in the promotion and limitation,the financial environment for business investment capacity and market expansion ability and the important influence.The establishment of market system in China has for many years,despite a significant improvement but still not perfect,ther still has not really adapt to the market economy,consumer psychology has not yet fully mature.2.The current situation of global economic integration, the error of the brand strategy implementation(1)Ignore the brand investment,profit-orientedBackground of economic globalization, international competition is increasingly reflected in the brand’s competition, the overwhelming majority of the modern world famous multinational companies with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupationof the internantional market. it is no exaggeration to say that now,the brand has achieved global strategic objectives of transnational corporationssharp weapon,is an important means to achieve capital expansion.Rome was not built in a day cold .Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point,attempt to create a brand in a short time,but ignored the long-term planning and strategy.(2)Brand strategy is a systematicThe implementation of brand strategy is a systematic,enterprise strategy and the overall development of an important component of competitive strategy.The implementation of brand strategy is to rely on their overall quality and overall image enhancement,the need for scientific management idea and superb operational skills,but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development ,practical work in the emergence of many such errors:If that job is to create a brand to take a good brand is drawing a satisfactory visual signs only;Advertising is the only way to cuoltivate well-known brands,in addition to adbertising in the media ,big,the other no attention;scale enterprise product once formed,well-known brands on the naturally established;well-known brand is equivalert to high price,to be unrealistically improve the product price.Some companies even to furthrer in the brand Wrong Operation not hesitate to give up their own brand business,with foreign companies,brands,or to sell its own brand low-cost transfer,such as our persent more than 20 million“three capital”enterprises,there 90% of the joint venture using the foreign brands;clean silver toothpaste fctory in Ghuangzhou to 2 million yuan cheap to transfer to joint ventures and other brands,is one such outstanding erample of the terrible consequences of today has become increasingly apparent-lost domestic enterprises own brand,product and intellectual property rights,national industrial competitiveness lie!(3)Product is the enterprise competitive advantage in the market can be quickly imitated by competitors,beyond,the brand is insurmountable,real and lasting competitive advantage comes from innovation,in order to “change”shouldbe “status quo”Brand is the concentrated expression of the core competitiveness.The market isconstrantly changing face of any brand at any time to be out of danger .Too much emphasis on the existing achievements,do not attach importance to innovation,leading to a lot of brand-name“dismount”the major reason.Coca-Cola’s former chiefmarketing officer Sergio Zyman,“the brand is only the company logo products and services are different from competitors,is the most effective weapon to open up the market,excellent brand can make your product stand out.”Products physical properties,quantity,price,quality,service is very easy to make your product stand out.” Products physical properties, quantitiy, price, quality,service is very easy to imitate competitors, Er brands, along with the product itself,also includes an attatched product to cultural background, emotional, consumer cognition invisible things,so that enterprises Yong Yuan Li in the competition undefeated.Consumer awareness deciding the fate of the brand has a direct impact on consumer awareness.Brand is the difference deciding the fateof the brand has a direct impact on consumer awareness.Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has become a cor porate restructuring and reallocation of resources an important mechanism.In addition,enterprises should learn from successful exiperiences abroad to enhance their design and development capability.Enterprises should dare to challenge the new technology revolution to create their own brand, and increase market competitiveness; We must work hard in the value of differentiation has been directly determined to achieve the final product sales,personal services are indispensable!2.To strengthen marketing,improve brand awareness,brand strategy will be organically integrated in their overall strategy to promote the overall development strategy.The implementation of brand marketing is an important part of the strategy.By choosing the right marketing approach can be effectively used to brand a household name brand,expand market share.Brand strategy is not an isolate task,but the overall development strategy and business are closely related.A successful brand names more than just a brand its own thing,related to business management of all major strategicdecision,these major strategic decision,these major strategic decisions were consciously carried out around to expand.翻译：企业品牌战略研究卡普费雷尔，J.H在经济全球化的今天，如何适应国际化潮流，建立强势品牌，提高竞争能力，已经成为国内企业面临的迫切问题。
品牌的广告策略 ——什么是USP策略
品牌的广告策略——什么是USP策略什么是USP策略USP策略是Unique Selling Proposition stategy的缩写，即独特的销售主张，或称独特卖点。
基本要点：每一则广告必须向消费者说一个主张，必须让消费者明白，购买广告中的产品可以获得什么具体的利益。
；所强调的主张必须是竞争对手作不到的或无法提供的，必须说出其独特之处，在品牌和说辞方面是独一无二的，强调人无我有的唯一性。
；所强调的主张必须是强而有力的，必须聚焦在一个点上，集中打动、感动和吸引消费者来购买相应的产品。
采用USP策略，要以商品分析为基础，并以广告商品在功能上有明显差异为前提，主要适用于：当产品差异是区分市场的重要依据时；当消费者的产品特点非常关心时；某些产品特点或优点处于中心位置（指某一类产品大部分消费者最关心的特点）时；然而，在商品市场极度繁荣的时代，产品大量仿制，使得产品的独特性消失，要告诉消费者购买你的产品与购买别他人的产品有什么不同，即提出独特的销售主张，已经越来越难了，所以，USP策略并非适用于所有商品。
品牌形象策略（Brand image Strategies）是20世纪60年代由大卫奥格威提出的。
品牌形象策略是广告创意策略理论中的一个重要流派，在此策略影响下，出现了大量优秀的、成功的广告。
奥格威认为，对于那些相互之间差异很小的产品（比如香烟，啤酒等）而言，难以在广告策略上采用USP法则，以及其他建立在产品差异基础上的广告策略，这就存在一个广告表现策略上的表现转化问题，如何转化，奥格威认为通过将产品差异的表现，转化为对品牌形象的表现，就能很好地解决这一转化问题。
这便产生了品牌形象策略。
采用这一策略，是要通过树立品牌形象，培植产品威望，使消费者保持对品牌长期的认同和好感，，从而，使广告产品得以在众多竞争品牌中确立优越地位。
品牌形象策略的基本要点是：1，为塑造品牌服务是广告最主要的目标。
广告就是要力图使品牌具有并且维持一个高知名度的品牌形象。
《市场营销学》第七章 产品策略
整体产品概念对营销管理的意义
1. 整体产品概念体现了以顾客为中心的现代营 销观念。 2. 整体产品概念为企业开发适合消费者需要的 有形与无形产品、挖掘新的市场机会提供了新 的思路。 3. 整体产品概念给企业产品开发设计提供了新 的方向。 4. 整体产品概念为企业的产品差异化提供了新 的线索。 5. 整体产品概念要求企业重视各种售后服务。
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格利1952 佳洁士1955
条状肥皂
象牙1879 柯克斯1885 洗污1893 佳美1926 爵士1952 保洁净1963 海岸1974 玉兰油1993
品牌归属决策，又称品牌使用者决策， 指是决定用本企业（制造商本身）的牌 号，还是用经销商的牌号，或者是一部 分产品用本企业的牌号，另一部分产品 用经销商的牌号的决策。 制造商品牌:可口可乐、柯达、IBM等 中间商品牌 混合品牌
中间商品牌
所谓中间商品牌就是批发商或零售商开 发并使用的自有品牌。一般而言，中间 商品牌策略的使用者基本上是实力雄厚 的大型零售商。
写为PLC）是指某产品从进入市场到被淘 汰退出市场的全部运动过程，受受科学 技术的发展，产品更新换代的速度、消 费者需求状况，以及生产经营者之间的 竞争状况等 的影响。
产品使用周期
产品的使用周期是指产品的具体物质形 态的消耗磨损，即产品的耐用程度。决 定和影响产品使用周期的主要因素是消 费的时间和方式、使用强度、维修和保 养等。
营销视野
名车品牌大观［3］
阿迪达斯的品牌策略（BrandstrategyofAdidas）
阿迪达斯的品牌策略（Brand strategy of Adidas）As is known to all, Adidas is one of the world's leading sports brands, and Nike, Reebok and other brands occupy the main market share of global sporting goods consumption. Since its inception in 1920 (ADIDAS trademark registration in 1948), Adidas has not only succeeded brilliantly, but also has failed lessons. The ups and downs of these wars have a close relationship with their brand positioning and development strategy. Examining the development history of Adidas and the gain and loss in the process of brand management will undoubtedly be of great reference value to the development of China's burgeoning sporting goods industry.From pioneering to world class sporting goods brand - expansion of brand strategy frequently worksWhen Adidas started its own business, although it was still a small workshop, its vision had been aimed at the world market. Therefore, in the early development of the company, Adidas will product technology innovation as the market, improve the brand awareness of the power. "Function first", "the best for athletes" is the principle of corporate brand development. Adidas founder ADI Das Le is not only a track and field athletes and sports enthusiasts, is also a respected technology, quality and keen on innovation of entrepreneurs and inventors, many technological breakthroughs in the production process of the Adidas sports shoes is realized by him, he has received 700 patents. At the same time, di dasile is the world sports shoes production field pioneers. In 1920, Adidas invented the world's first pair of training shoes, under his leadership Adidas was born in the world the first pair of skates and rubber castingfootball cleats. Adidas developed the screw type spike is a very revolutionary, people even think that it is the German football team won the 1954 world cup made distinctions won in battle.Adidas became famous in the world at the Olympic Games held in its native Berlin, Germany, in 1936. On the eve of the Olympic Games, Adidas find extremely hope to win the American sprinter Jesse Owens, and assured him that the spikes on their games will certainly help, but was rejected by Owens. So he also suggested that he could try it in pre competition training. The effect of the Owens, Adidas and treasure, use spikes in the race, he won four gold medals shocked the world. Although Owens's own strength is unquestionable, but after all, he has chosen Adidas running shoes in many running shoes. Owens's performance to the audience of Adolf Hitler was furious, because the world of Nazi Germany's hate, shot Owens wearing Adidas running shoes to win in the widely circulated photos all over the world. After the establishment of the world famous sports goods brand, Adidas brand development is still closely linked with technological innovation. At the 1956 Melbourne Olympics, Adidas launched a subsidiary brand, "Melbourne", which was used to name Adidas's improved multi button sport shoes. In that Olympic Games, Adidas sports shoes won 72 gold medals, so that Adidas brand awareness has been greatly improved.Horst Dassler, the eldest son of Adidas, has the gift of marketing. He takes the lead in linking brands to athletes, sports teams, big games, and sports. At his initiative, Adidas became the first athlete to free sports shoe company, with the first sports team signed a long-term contract with the shoes, socks, so that people see outstanding athletes wearing Adidasproducts in many world-class competitions. At the same time, Adidas actively sponsors global sports events. Because of the lofty status of the Olympic Games in the hearts of people, not only for the best athletes to provide a large stage, but also for various sports shoes used to show different functions, creating the best opportunity. Therefore, the Olympic Games are determined by Adidas as the most ideal sponsor. Adidas is different from Coca-Cola, Visa card and other sponsors,Adidas sneakers, as a commodity, can be incorporated into the game substantially. At the same time, long-term cooperation with Adidas and Olympic Games, so Adidas can establish a solid relationship with the Olympic movement, and other related to sports or intermittent sponsorship of the Olympic Games brand to develop this relationship is very difficult.In the company's development process, Adidas adopted the "Pyramid" brand promotion model, at three levels of impact. First of all, the brand has attracted many athletes to think, this is not only because of their high performance sports equipment needs more innovation is Adidas, for the players to play at a high level to give technical and informational support. Second, the Adidas brand, which frequently appears on athletes who are on the podium for major competitions, stimulates more potential consumers - the needs of weekend explorers and amateur athletes. At this level, products and word of mouth that really meet demand play a key role. Third, the brand preferences of these athletes gradually penetrate into the general fitness group, and this is the largest consumer group. Through this brand promotion, coupled with Adidas has a strong market base, the brand's influence extends quickly to all aspects relatedto sports.The Adidas brand through technological innovation, successfully with the brand development strategy brand promotion mode to the Olympic Games and the famous athletes and the advertising effect of Pyramid, in 60s and 70s of last century, Adidas has been in the sporting goods market has unmatched advantages, become the world first-class brand of sports goods.After the heyday of business setbacks - the original brand strategy by Nike's huge challengeADI Dassler died 1978, Adidas lost the main driving force of technological innovation. 1985 horsler Dassler's death that Adidas has lost a visionary with brand management. 3 years after 1989, Adidas company has sold to a consortium of banks in France and the French businessman Bernard Tapil, took over the new boss has two Ren did not give the business development of Adidas company to inject new vitality. And in this period, sporting goods consumption market changes, Adidas needs to make a corresponding change in brand strategy, but unfortunately Adidas did not.After entering the 80s of last century, Adidas's Pyramid brand promotion model began to fail. In the United States, the world's largest sporting goods market, the number of people running fitness at the bottom of the Pyramid surge, Nike seize the opportunity, a great success. Although Adidas is popular in running athletes, wear Adidas sneakers in the New York marathon increased from 150 in 1970 to 4000 in 1979, a late 70s surveyalso showed that more than half of Americans who have worn Adidas sports shoes. But the success of the business led to the neglect of the upsurge of jogging and the rise of Nike. Adidas is stuck with the usual ideas of successful people - why invest in unfamiliar territory? At this point of the Adidas think: jogging is not a group or competitive sports, it is not the same as the company familiar with the market - jogging fitness is not in the Adidas Pyramid model of three levels of consumer groups. And for those who are part of mass fitness, Adidas can't connect with teams, clubs or organizations.。
品牌形象策略英语作文
Brand image is a critical component in the marketing strategy of any company.It represents the perception and emotional response consumers have towards a brand.A wellcrafted brand image can significantly influence consumer behavior and loyalty, leading to increased sales and market share.Here are some key strategies to build and maintain a strong brand image:1.Consistency:Ensure that your brands message,logo,colors,and overall design are consistent across all platforms.This includes your website,social media,packaging,and advertising materials.2.Authenticity:Your brand should reflect the values and personality that resonate with your target audience.Being genuine and true to your brands identity helps in building trust and credibility.3.Quality:Delivering highquality products or services is essential.A brand associated with quality will naturally be perceived positively by consumers.4.Storytelling:Every brand has a story.Sharing the brands history,mission,and values can create an emotional connection with consumers.5.Customer Experience:The overall experience a customer has with your brand,from the moment they first encounter it to aftersales service,plays a significant role in shaping the brand image.6.Innovation:Staying ahead of the curve and being innovative in your products or services can help your brand stand out and be perceived as a leader in the industry.7.Social Responsibility:Engaging in social and environmental initiatives can enhance the brands image by showing that the company cares about more than just profits.8.Marketing and Advertising:Effective marketing campaigns that communicate the brands value proposition can greatly influence public perception.9.Employee Advocacy:Employees who are proud of the brand and its values can act as ambassadors,spreading positive wordofmouth.10.Monitoring and Adaptation:Regularly monitor how the brand is perceived and be ready to adapt strategies as needed.This includes being responsive to customer feedback and market changes.In conclusion,a strong brand image is built over time through a combination of strategic planning,consistent messaging,and a commitment to quality and customer satisfaction. By focusing on these areas,a company can create a brand that stands out in a crowded market and fosters loyalty among its customers.。
品牌策略 英文
• If the new product is in the same product line – Line Extension • If the new product is from a completely different product line – Brand Extension
Case 2
• Your brand has a respectable market share and you want to protect it from growing competition. What do you do?
– Address that section of the market which does not buy your product
– Phenomenally expensive to create and promote a new brand name (at least 100 – 150 million dollars) – Too many brands out there – Increase productivity of current marketing programs
• How can you attract customers who do not buy into your brand’s equity?
– Flanker branding
Flanker Brand
• Different brand name – same product
– Purpose: Pre-empt competition, cover the market more completely (protect your flanks) – Problem: some cannibalization is expected.
广告创意的理论USP、品牌形象、ROI、共鸣论、定位论、品牌个性论
广告创意理论一、USP论USP说是由英文Unique Selling Proposition的首写字母组成的，是独特的销售主张的意思。
它是R.雷斯（当时彼得斯董事长）在20世纪50年代提出的一种有广泛影响的广告理论，其基本要点是：（1）每一则广告必须向消费者“说一个主张（Proposition），必须让消费者明白，购买广告中的产品可以获得什么具体的利益；（2）所强调的主张必须是竞争对手做不到的或无法提供的，必须说出其独特之处，在品牌和诉求方面是独一无二的；（3）所强调的主张必须是强而有力的，必须聚集在一个点上，集中打动、感动和引导消费者来的买相应的产品。
该学说指出，在消费者心目中，一旦将这种特有的主张或许诺同特定的品牌联系在一起，USP就会给该产品以持久受益的地位。
例如，可口可乐是红色，百事可乐为蓝色，前者寓意着热情、奔放，富有激情。
后者象征着未来，突出“百事——新一代”这主题。
虽然其它可乐饮料也有采用红色与蓝色作为自己的标准色，但是，它们首先占有了这些特性，因而，其他品牌就难以从消费者的心目中将其夺走。
实际经验已表明，成功的品牌在多少年内是不会有实质上的变化的。
可以说，对于USP所作的改变也许是广告主的一个最大失误。
进入品牌至上的20世纪90年代，广告环境产生了翻天覆地的变化。
达彼斯公司重新审视中USP，在继承和保留其精华思想的同时，发展出了一套完整的操作模型，并将USP重新定义为：USP创造力在于提示一个品牌的精髄，并通过强有力地、有说服力地证实它的独特性，使之变得所向披靡，势不可挡。
并发展、重申了USP的三个要点：（1）USP是一种独特性。
它内含在一个品牌深处，或者尚未被提出的独特的承诺。
它必须是其它品牌未能提供给消费者的最终利益。
它必须能够建立一个品牌在消费者头脑中的位置，而使消费者坚信该品牌所提供的最终利益是该品牌独有的，独特的和最佳的。
（2）USP必须有销售力。
它必须是对消费者的需求有实际重要的意义。
品牌命名策略 英文
Corporate/Product Relationships
1. Single entity: Federal Express 2. Brand dominance: Marlboro (PM) 3. Equal dominance: Nissan Maxima 4. Mixed dominance: Bosch/ Blaupunikt 5. Corporate dominance: Xerox Acura - from equal (Acura Legend) to corporate dominance (Acura 3.5RL)
Designing branding strategy
Corporate dominant corporate brands (Kellogg) house brands (Frosted Flakes Mixed brands duel brands (equal prominence) endorsed brands (Chevy Blazer) Brand dominant mono brand (Absolute) furtive brand (identity secret; Turning Leaf)
Equity
Corporate level image determinants 1. Common product attributes, benefits (Quality, innovation) 2. People and relationships (customer orientation) 3. Values and programs (social resp) 4. Corporate credibility (expertise, trust, likeability)
联合利华的品牌策略分析
Evaluate the key issues in the change of Unilever’s Branding strategy? IntroductionBrand strategy is a significant approach for enterprises to differentiate themselves from competitors and achieve business success in the intense market environment at global level. Effective brand strategy has significant role in building unique brand image based on target customers and the strategic goals of enterprises. However, the change in brand image is often an essential for modern enterprises due to the change in both external environment such as customer demand and internal environment such as products and service. This leads to the need of an effective rebranding strategy to facilitate the change of brand image. The effect of an effective rebranding strategy on the change of brand image has been confirmed by the practice of Unilever’s rebranding strategy. Unilever as one of the most valuable global brands has achieved great success at global level in the past decades. However, the change in customer demand calls for the change in Unilever’s image. For instance, the increase awareness of local brand in ice cream industry leads to Unilever’s decision to change its image of ice cream image. The rebranding practice of Unilever is recognized as a success in changing brand image. Based on this, this report attempts to investigate how Unilever’s rebranding strategy changes its corporate image. The report firstly will introduce relevant theoretical models that are applicable when companies consider branding strategy and identify the main issues which should be considered in contemplating a change of branding strategy. The contribution of rebranding strategy to the change in corporate image would be examined by reviewing the impact of Unilever’s rebranding strategy on its image. The report confirms the positive impact of rebranding strategy on the change in corporate image. Theoretical modelsPrevious literature has classified the causes of rebranding into internal causes and external causes (Goi and Goi, 2011). Among all causes of rebranding, the change in business structure and the attempt to change brand personality in the perception of target customers are suggested as two most important internal causes of rebranding (Gambles and Schuster, 2003; Lomax and Mador, 2006). For external causes, changes in competitive position andmacro-economic situation are the main ones that make enterprises to implement rebranding strategy (Goi and Goi, 2011). In the case of Unilever, the above identified factors are the main causes that lead to the need of its rebranding strategy. In the recent two decades, customer demands and external environment change significantly and rapidly across the world. The existing corporate image that is created by Unilever’s prior brand strategy could not satisfy the need of customers and cope with the change in external environment. Within this context, the attempt to update its image in the mind of its customers drives the company to implement a rebranding strategy.Saraniemi et al (2009) propose a process model of corporate re-branding to understand the main steps in rebranding strategy. The model suggests that the identification of driving forces and causes of rebranding is the first step in the process model. After that, the analyses of the current situation, competitive position, and main competitors should be implemented. Based on the identification and analyses, brand plan must be created to determine the vision and purpose of rebranding. Various decisions should be made this this phase. Moreover, it also shows that the process of rebranding, to some extents, is a continuous process. The actual outcome of a rebranding strategy should be evaluated and continuous effort should be made in order to achieve better outcome of rebranding.Fig 1: Process model of rebranding suggested by Saraniemi et al (2009)Issues to be considered when contemplating a change of branding strategyDrives for the change of branding strategy, particularly change in customer demands are the primary issues which should be considered when contemplating a change of branding strategy. From the perspective of brand positioning theory, the development and implementation of branding strategy should base on consumer demand (Bhadury & Eiselt, 1999). Therefore, when contemplating a change in brand strategy, customer demand is also a key issue which should be fully considered. As it suggests above, the change in customer demand is an important driving force of rebranding. The change of branding strategy in many cases attempts to update a corporate’s personality in the mind of customers. This indicates that a change of branding strategy should base on actual change in customer demand. For instance, Unilever’s decision to change its brand image of ice cream business is driven by the change in customer demand. The company implements a change in its brand strategy to reinforce its brand position in order to satisfy the increasing awareness of local brands in ice cream industry in the UK.The features of both industry and the company should be also considered when contemplating a change of branding strategy. The features of industry often reveal potential change in industry structure and external environment (Muzellec et al, 2003). For instance, high-tech industry often experience quicker change in industry structure and technological factors are the main issues that affect the process of changing branding strategy. Therefore, the features of industry should be well considered when contemplating a change of branding strategy. Moreover, special features of the company itself also involves in the change in business structure, the nature of products and/or service, and so on (Van den Bosch et al, 2006). All of these could also have considerable impact on the effectiveness of changing a branding strategy.As the above process model of rebranding suggests, management support and personnel are also two important issues that affect the process of rebranding. Management support should be made available in the whole process of changing a branding strategy in order to achieve desired outcomes (Hankinson & Lomax, 2006). And personnel are suggested as the main creators of corporate brand with their actual behaviors. They both have significant impact onthe outcome of changing a branding strategy. As a consequence, management support and personnel should be taken into consideration when contemplating a change of branding strategy.At last, internal and external communication, and the needs of various stakeholders should be also considered when contemplating a change of branding strategy. Numerous stakeholders such as customers, employees, and communication agency are found to be involved in the process of rebranding. The balance of the needs of such stakeholders and communication between them are critical issues that have potential influence on the effect of changing a branding strategy.The impact that the change has had on UnileverA change of branding strategy could make companies to create new brand personality and image among customers, but in the meantime it also could potentially lead to chaotic brand image (Leventhal, 1996). Therefore, the consideration of potential influencing factors and the identification of the vision of rebranding are extremely important to achieve desired outcomes. The practice of the rebranding strategy of Unilever is a typical successful example of rebranding. The change in its branding strategy helps Unilever to create the image of local star brand. The image further enables the company to obtain cultural and mental identify from its customers. It could be concluded that the change of the branding strategy is one of the main success factors for Unilever at global market.A changing of branding strategy could cause some important influences to business operation of a certain company. Effective changing of branding strategy could help companies to get new vitality and further improve its brand image, while a poor changing of brand strategy could make companies to loss competitive advantages in their business operation process (Birnik et al, 2010). This indicates that a changing of branding strategy will cause a huge impact on a certain company. Unilever has obtained new competitiveness and vitality because implementing the change of branding strategy has improved the brand outdated issue. In recent years, sales performance of Unilever has been significantly improved. Therefore, the changing of branding strategy has promoted Unilever’s business development. The change ofrebranding exercise has made a huge contribution to help Unilever to win more market shares and business benefits in its business operation. In addition, the changing of branding strategy also cause a huge impact on other marketing activities. On the one hand, effective changing of branding strategy has improved its brand awareness and image.ConclusionIn summary, this report has identified relevant theoretical models are applicable when companies consider the change of their branding strategy. A process model of rebranding has been introduced in this report. It helps to understand the process of implementing a rebranding strategy. Furthermore, issues which should be considered when contemplating a change of branding strategy are also identified. Such factors would significantly impact on the effect of a rebranding strategy. The report calls on particular attentions to such factors in order to obtain desired outcomes of rebranding strategy. The report also confirms the positive contribution of rebranding strategy to the creation of new brand image and personallity among customers by reviewing the actual impacts of the changing of branding strategy on Unilever.ReferenceBhadury, J & Eiselt, H (1999). Brand positioning under lexicographic choice rules. European Journal of Operational Research, 113 (1): 1-16Birnik, A & Birnik, A & Sheth, J (2010). The branding challenges of Asian manufacturing firms. Business Horizons, 53 (5): 523-532.Gambles, B & Schuster, H (2003). The changing image of Birmingham libraries: marketing strategy into action‟, New Library World, 104 (1192): 361-371.Hankinson, P & Lomax, W (2006), “The effects of re-branding large UK charities on staff knowledge, attitudes and behavior‟, Int. J. Nonprofit Volunt. Sect. Mark., 11, 193-207. Leventhal, R (1996). Branding strategy. Business Horizons, 39 (5): 17-23.Lomax, W. and Mador, M. (2006), “Corporate re-branding: From normative models to knowledge management”, Brand Management, 14 (1/2): 82-95.Muzellec, L., Doogan, M. and Lambkin, M. (2003), "Corporate Rebranding - an Exploratory Review", Irish Marketing Review, 16 (2): , 31.Saraniemi, S., Jussila, R., and Juntunen, M., (2009). Corporate re-branding as a process. Proceedings of the 5th Thought Leaders International Conference on Brand Management, 6–7 April 2009, Athens, Greece.Van den Bosch, A.L.M., Elving, W.J.L. and de Jong, M.D.T. (2006), "The impact of organisational characteristics on corporate visual identity", European Journal of Marketing, 40 (7/8): 870-885.。
英语词汇广告术语
英语词汇广告术语杂志广告及版式术语必备英文词汇规格 Specification黑白：B&W整版 Full page跨页 Spread竖1/2版Vertical 1/2 page横1/2版Horizontal 1/2 page竖1/3通版Vertical 1/3 page横1/3通栏Horizontal 1/3 page竖1/4版Vertical 1/4 page横1/4版Horizontal 1/2 page1/4通栏Extension 1/4 page竖1/8版Vertical 1/8 page横1/8版Horizontal 1/8 page版花Floret彩版：Color整版封面 Front cover整版封二 Inside front封二位 Inside front整版封三 Inside back整版封底 Back cover封三位 Inside back中心跨页 Spread彩色整版 Full page彩色1/2版 1/2 page彩色1/3版 1/3 page彩色1/4版 1/4 page彩色内插(商家自印) 文字广告刊登次数 Frequency优惠比率 Discount规格版面Specification尺寸(高X宽)mm新闻纸黑白B&W(元)新闻纸彩色Color(元)轻涂纸彩色Color(元)整版封面 Front cover整版封二 Inside front整版封三 Inside back整版封底 Back cover报眼中心跨页 Spread封二位 Inside front封三位 Inside back内页整版 Full page版花Floret优惠方式 Preferential刊登次数 Frequency优惠比率 Discount彩色外封：Colour front covers封面Frong cover 240mm×280mm封二inside front 240mm×340mm封三inside back 240mm×340mm封四Back cover 240mm×340mm彩色内封：Colour inside covers内封一Title page 240mm×340mm内封二Back title page 240mm×340mm内封三Second page from bottom 240mm×340mm内封四Back second page from bottom 240mm×340mm 彩色内页:Colour insde pages全版Full page 240mm×340mm通版Central spread 510mm×340mm彩色插页Colour insert(doutle sided)中封一Front medium quarto 210m m×285mm中封二Inside front medium 210mm×285mm中封三Back medium quarto 210mm×285mm中封四Inside back medium广告英语术语——创作用语广告讯息advertising message艺术art艺术方向art direction艺术家artist美术总监art director大创意big idea头脑风暴法brainstorming传播媒介munications media概念化conceptualization文案人员copywriter创意纲要creative brief创意总监creative director创意过程creative process创意金字塔creative pyramid创意creative创造creativity感性诉求emotional appeals控险家explorer事实型思维fact-based thinking 信息性informational法官judge指定mandatories讯息战略message strategy非文字nonverbal产品概念product concept理性诉求rational appeals目标受众target audience技巧technical转换性transformational价值型思维value-based thinking 文字的verbal形象化visualization战士warrior样片animatic动画技法animation techniques声频audio艾耶1号式Ayer No.1利益式标题benefit headlines正文body copy粗体boldface照相制版camera-ready art表演纲要casting brief结尾close命令式标题mand headlines末稿prehensive layout/p演示demonstration设计design技巧式正文device copy对白/独白式正文dialog/monolog copy 旁白donut标题headline吸引技巧hook图标icon插图画家illustrators企业形象式正文institutional copy 整合广告integrated mercial内容段落interior paragraphs斜体italic歌谣式jingles肩题kicker布局图layout预备段落lead-in paragraph生活方式式技法lifestyle techniques标志logotypes助记手段mnemonic device音乐式广告musical mercials音乐标志musical logo表达式正文narrative copy新闻/信息式标题news/information headlines 出镜头on camera 拼版paste up摄影师photographers图片说明式正文picture-caption copy方框图片式布局picture-window layout招贴式格式poster-style format主持人式广告presenter mercial启发式标题provocative headlines疑问式标题question headlines播送人物radio personality脚本script印签seal签名signature cuts生活片段slice of life口号slogans故事板storyboard故事板草图storyboard roughs直截了当式straight announcement 直接推销式正文straight-sell copy 副标题subhead标题句taglines证言testimonial正文text主题句theme lines小样thumbnail收尾trial close图形局部visuals旁白voiceover模拟校样analog proof动画animation合成片answer print光圈aperture音控台audio console底片base art出血版bleeds蓝线blueline照相排版术camera-ready art字符计算式character-count method电影摄影师cinematographer截止期closing date色基color key分色color separation连续调continuous tones控制室control room组排copy cast封面纸cover paper青、黄、红、黑印刷CYMK printing 数字媒介digital media数字校样digital proof数码视频效应装置DVE units导演director特排字体display type复制带dubs拷贝dupes电子制作electronic production 晒版台纸flats一套铅字font四色印刷four-color process网目凸版halfone plate网屏halftone screen互动电视interactive TV任务夹job jacket出格kerning电脑亭kiosk加空铅leading硬性软片line film线画版line plate实景真人live action外景地location制片场lot指令mandatories公共场所mass audience venue母带master tape合成样片mixed interlock助记手段mnemonic device多媒体演示multimedia presentation正色投影胶片orthographic film透明塑料膜overlay个人场所personal audience venue平台使用费platform licensing后期制作阶段postproduction phase开印前阶段prepress phase预备阶段preproduction phase印刷制作经理print production manager 印刷制作过程print production process 非公开场所private audience venue制片人producer制作阶段production phase复映复播追加酬金residual fee 反差套印reverse knockout无衬线字体sans serif最低合同工资scale衬线字体serif一场session特技special effects插播广告spots剥版stripping叠supers演播人员talent自动台词提示器teleprompter 课本纸text paper正文字体text type合套trap字系type families排印工艺typography网页Web page单词计算式word-count method 工作样片work print书写纸writing paper广告英语术语——公共关系用语社论式广告advertorial倡导广告advocacy advertising 伏击式营销ambush marketing视听材料audiovisual materials公告牌bulleting boards社会参与munity involvement企业广告corporate advertising企业识别广告corporate identity advertising 危机管理crisis management娱乐entertainment展品exhibits特写feature articles内部通报house organ以货代款in kind机构广告institutional advertising游说lobbying前期市场企业广告market prep corporate advertising 营销公关marketing public relation新闻简报news/press release意见抽样opinion sampling慈善行为philanthropy招贴posters传媒炒作press agentry传媒工具press/media kit公共事务public affairs广告术语中英文对照aaa（美国广告院校协会） american academy of advertisingaaaa, 4a’s (美国广告代理商协会) american association of advertising agencies abc (广揭发行量稽查会) audit bureau of circulationsama (美国市场营销协会) american marketing associationaio (行为、兴趣、观点数据库) activity, interesting, opinion iaa (国际广告协会)international advertising association pop 广告 point of purchasesswot分析、优劣势分析 strength, weakness, opportunity, threat 案头研究 desk research版权 copyright包装 package保存率keeping rate报价 quotation, cost estimate备忘录memo边际效用 marginal utility标题 headline标志 logo, mark草稿 rough草图 sketch插图 illustration差异性（策略） differentiation蒙太奇montage赠品 give away命名 naming模仿 copy模型 model, pattern目标对象target audience尼尔逊电视调查报告nielsen television index 频率frequency brand品牌策略 brand strategy 品牌个性（人格化）brand personality 品牌购置趋势brand momentum 品牌管家 brand steward品牌经理 brand manager 品牌联想 brand linkage品牌识别 brand identity 产品核心概念product concept产品名称测试name test产品效用 benefit产品形象 product image产品原型 product prototype产品原型测试prototype test产品周期 product life-cycle产品属性 product attribute陈列 display冲击力impact出口广告 export advertising创意 creative创意草图 idea sketch创意策略 creative strategy创意概念 creative concept创意提案 creative presentation创意总监 creative director (cd)从众 follow促销活动 promotion打样 color proof打字照排 typesetting代理商agent导演 director到达率reach到达频率 frequency第一知名度 top of mind (tom)点子 idea调查 telephone interview电视媒体 tv media调查员interviewer定量研究 quantitative research定位 positioning定性研究 quality research动画 animation动机 motivation, motion动机分析 motivation analysis动机强度 motivation intension独家赞助 sponsored event独特销售理论unique selling proposition (usp) 发行量circulation菲林，胶片 film分类广告 classified advertising分散式媒体组合assorted media mix分色 color separation分销 distribution风险知觉 perceived risk效劳质量 serve quality负片 negative覆盖率coverage概念 concept概念测试 concept test感觉 sense个人收视率 personal audience rating 个性，性格 personality 工作进度报告公共关系 public relations购置 purchase, buy购置后分析 post-buy-analysis购置环境 shopping environment购置决策 purchase decision购置决定因子购置率purchase rate购置模型 purchase model购置频率 purchase frequency购置者buyer购置周期 purchase period购置准备 purchase preparation关键词keyword观察法observe method播送电视网 work播送媒体 broadcast mediastatus report purchase decision factor广告 advertising (ad)广告标语 advertising slogan广告测试 advertising test广告策略 advertising strategy广告创意 advertising creative广告创作人员creator广告对象 advertising target广告概念 advertising concept广告稿效果调查 copy test广告代理商，广告公司广告管理 advertising management 广告方案 advertising plan 广告监测 advertising monitor, advertising track 广告精读率attentive readership score 广告客户 client广告目标 advertising goal广告目的 advertising objective 广告牌 billboard广告认知效果advertising recognition effect 广告时代advertising age (ad age) 广告诉求 advertising appeal广告文案 advertising copy广告效果advertising effect, advertising impact 广告效果监测 advertising impact track广告音乐 jingle广告占有率 share of voice广告招贴 poster广告作品 advertisement国际广告媒体international mediaadvertising agency篇二：主要广告术语中英对照aadvertising广告广告活动ads 广告物aount executive 客户主管aount 客户工程aount planning 客户筹划aount services 客户部aount service 客户效劳art director美术指导advertising campaign 广告活动advertising agency 广告代理商4a ( american association of advertising agencies) 美国广告代理商协会above-the-line advertising 线上广告。
品牌营销策略英文翻译
品牌营销策略英文翻译Brand Marketing StrategyBrand marketing strategy is a comprehensive plan that outlines how a company intends to promote and differentiate its brand from competitors. A well-crafted brand marketing strategy not only increases brand awareness, but also builds brand equity, trust, and loyalty among potential and existing customers.To develop a successful brand marketing strategy, companies need to conduct thorough market research to understand their target audience and their needs, preferences, and behaviors. Based on this information, companies can create a unique value proposition and brand messaging that resonates with their target customers.In addition, companies need to identify their competitive advantages and differentiate themselves from their competitors by highlighting their unique selling points. This can be achieved through branding elements such as logos, slogans, colors, and packaging.Another important aspect of a brand marketing strategy is the selection of appropriate channels and platforms to reach the target audience. This includes traditional advertisingchannels such as television, radio, and print, as well as digital channels such as social media, email marketing, and search engine optimization.Consistency in messaging and branding across all channels and touchpoints is also crucial to building brand recognition and recall. This requires a clear and consistent brand voice, visual identity, and messaging that aligns with the brand's values and personality.Overall, a well-executed brand marketing strategy can help companies stand out in a crowded marketplace, build a strong brand reputation, and ultimately drive sales and revenue growth.。
策略培训 英文版(三)
综合的商业机会 INTEGRATED BUSINESS-BUILDING OPPORTUNITIES
– Key competitors: Can include anything client’s brand competes with from the consumer’s point of view (e.g., “home remedies” for insect control in emerging markets). What, if anything, does each competitive brand own? What are their strengths; where are they vulnerable (quality, price, distribution, advertising, etc.)?
– 市场/分割大小，趋势，份额及流通的理由。
– Market/segment size, trends, shares and reasons for current status.
广告概述 WHAT IS ADVERTISING
4、市场写真MARKETPLACE REALITIES（续）
– 主要竞争者：可包括从消费者角度来看的任何客户品牌的竞 争品牌（如：用于控制昆虫类产品中所分离出来的“家用药 剂”市场）。他们是什么，还有其他，是否所有品牌都包括 在内？他们有什么优势；哪里易受攻击（品质，价格，通路， 广告等）？
如果没有已确定的品牌精神，确认包含一个品牌“特征”，需策略 性陈述。
If no brand essence has been agreed to, make sure to include a brand “character”* statement in the strategy.
品牌营销策略英文作文
品牌营销策略英文作文Brand marketing strategy is essential for companies to stand out in the competitive market. It involves creating a unique identity for the brand and promoting it to thetarget audience. This can be achieved through various means such as advertising, social media, influencer partnerships, and experiential marketing.One effective brand marketing strategy is to create a strong brand image that resonates with the target audience. This can be done through consistent messaging, visual identity, and brand personality. By establishing a clearand compelling brand image, companies can differentiate themselves from competitors and build a loyal customer base.Another important aspect of brand marketing strategy is to engage with the target audience through variousmarketing channels. This can include social media, email marketing, content marketing, and influencer partnerships. By connecting with consumers on multiple platforms,companies can increase brand awareness and foster a sense of community around their brand.In addition, experiential marketing is a powerful brand marketing strategy that allows companies to create memorable experiences for consumers. This can be achieved through events, pop-up shops, and interactive brand activations. By providing consumers with unique and engaging experiences, companies can build strong emotional connections with their audience and leave a lasting impression.Furthermore, storytelling is an effective brand marketing strategy that allows companies to connect with consumers on a deeper level. By sharing compelling stories about their brand, products, and values, companies can create an emotional connection with their audience andbuild trust and loyalty.Overall, brand marketing strategy plays a crucial role in the success of a company. By creating a strong brand image, engaging with the target audience, leveragingexperiential marketing, and telling compelling stories, companies can effectively promote their brand and stand out in the competitive market.。