Nation Branding(品牌国家)
公司简介英文翻译范文
公司简介英文翻译范文公司简介英文翻译(一)XXXX co., LTD is a professional design and production of sanitary products manufacturers, the main shower room, simple shower room, bath screen, shower screen, and other products, is a collection of product research and development design, production and sales in the integration of industry and trade enterprises.Norway s wholly owned foreign enterprise, Norway s parent company in the field of wei yu product development design and sales have more than 25 years, has the very high popularity in the industry at home and abroad. Norway and Europe s product design ideas into the XX bath concept of designers and engineers, we in the research and design of shower room set off a revolution. Norway, meanwhile, the management and quality control system is deeply rooted in the domestic production and operation activities, make our products can satisfy any customer requirements for product quality.Quality is the life of the enterprise, this sentence has a XXX deeply rooted in everyone s heart. Standard of international and domestic clients fully understand and grasp the is one of our advantages in the market, we according to the market requirements, in accordance with the access standards in different countries, chosen to meet the requirements of the market materials, to produce quality products to meet the requirements of the guests. Direct contact with the client and the consummation post-sale service enable us to better understand customer needs, producing products that meet theneeds of the market.Production center covers an area of 60000 ㎡, have an independent office area, production workshop and warehouse logistics workshop. Within the enterprise based on the 6 s management, and gradually expand to the 7 s, 8 s. Clean and tidy work environment, equipment division and put orderly, open and orderly circulation of materials, planning and warehousing. Enable us to work in an attractive working environment and production.Why did you choose us? Perfect quality control syste公司简介英文翻译(二)Nike, Inc. (pronounced / na ki NYSE: NKE) is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area. It is the world s leading supplier of athletic shoes and apparel[3] and a major manufacturer of sports equipment, with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon, according to The Oregonian.The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight,[1] and officially became Nike, Inc. on May 30, 1978. The company takes its name from Nike (Greek , pronounced [nǐ k ]), the Greek goddess of victory. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding, and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008.[4]In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of Just do it and the Swoosh logo.公司简介英文翻译(三)Adidas is one of the world s top sporting brands. It is based in Germany and includes other brands like Reebok in its group. The three parallel bars that form its logo is known worldwide. The company bought these “Three Stripes” from a F innish sports company in the 1950s. Adidas has provided quality sporting goods for decades. They create a very strong brand loyalty among consumers. Many people wear Adidas clothes and shoes as a fashion statement. The company also manufactures other products such as bags, glasses and watches. Adidas is heavily into sponsoring sports stars and teams. It is involved in sponsorship deals with the top soccer, rugby and cricket teams all over the world. Its current marketing slogan perhaps sums up the company s success - “Impossible is Nothing”.。
品牌术语
品牌专业术语品牌定位（brand positioning）：是指设计公司承诺或形象的行动，从而可以在目标客户的脑海中占据独特和有价值的地位。
品牌审计（audit）：是对品牌的全面考察，已评估品牌的健康状况，揭示品牌资产的来源，并就改善和提升品牌资产提供建议。
品牌价值链（brand value chain）：是以企业向用户承诺的最终品牌价值为导向和目标，从企业经营的整个业务链入手，梳理和改善每一个环节，使之符合品牌价值的要求。
这样的价值链贯彻企业经营的所有环节，包括产品研发、采购、生产、分销、服务、传播等等。
品牌资产（Brand Equity）：也称品牌权益，是指只有品牌才能产生的市场效益，或者说，产品在有品牌时与无品牌时的市场效益之差。
品牌的名字与象征相联系的资产（或负债）的集合，它能够使通过产品或服务所提供给顾客（用户）的价值增大（或减少）。
基于顾客的品牌资产（customer-based brand equity）：顾客品牌知识所导致的对营销活动的差异化反应。
品牌—产品矩阵（brand product matrix）：是公司出售的全部产品和品牌的图标。
品牌架构（brand hierarchy）：显示了公司产品之间相同的和独特的品牌元素和性质。
通过勾勒公司销售的众多产品间的品牌联系，品牌架构可以描绘企业的品牌战略。
品牌组合（brand portfolio）：是指特定公司在特定品类内出售的所有品牌和品牌线的集合。
品牌认知（brand awareness）：与记忆中的品牌节点和品牌强度有关，它反映了消费者在不同情况下辨认该品牌的能力。
节点代表储存的信息和概念。
品牌认知是由品牌再认和品牌回忆构成的。
品牌再认（brand recognition）：是指消费者通过品牌暗示确认之前见过该品牌的能力。
品牌回忆（brand recall）：是指在给出品类、购买或使用情境作为暗示的条件下，消费者在找出该品牌的能力。
近代法兰西的国家形象及其传播——兼论共同体意识的文化构建
近代法兰西的国家形象及其传播———兼论共同体意识的文化构建◎于京东内容提要 １７世纪以后，“法兰西”这个政治符号在主权者象征、疆域意识、社会生活与公共舆论等领域得到了具体的呈现。
拟人化的国家人格、有限特殊的高卢版图、多元一体的领土景观与温情包容的“祖国”想象等，一同形塑了人们从“家乡”到“祖国”的体验与记忆。
在这种“统一体”的叙事框架下，近代国民的共同体意识不仅是想象中的“同胞”，也是地域性的“共居”，国家内部可以有着不同的族群、方言和传统，但人们却认同一个法兰西国家的存在。
这不仅构成了近代爱国主义与民族主义话语中的一种元叙事，更为此后的历史书写与制度设计提供了一个同质化的范畴。
也正是在符号、象征、仪式、媒介与日常生活所展开的这类文化性场域中，民族—国家的形象被不断地描绘、复刻、传播与重现。
关键词 国家形象 近代法国 政治象征 历史地图 大众传播〔中图分类号〕Ｋ５６５ 〔文献标识码〕Ａ 〔文章编号〕０４４７－６６２Ｘ（２０２１）０４－００９１－１０ 国家形象一直是文化软实力的重要构成，尤其在全球化退潮与国际社会疫情肆虐的今天，讲好中国故事，树立中国口碑，不仅有利于外交和经贸工作的展开，还可以增强国内民众的爱国意识与国家认同。
于是，国内这方面的研究著述颇丰，甚至出现了议题“扎堆”的现象。
①已有的分析视角长期集中于中国，且通常侧重于外部视角，讨论国家如何向外界塑造和传播自身的品牌及形象。
②在这个维度上，一定的理论探讨与对策建议有其合理性，不过也导致了过于“当代化”的局限。
③从学理角度看，一国国家形象的塑造、展示与传播，不但关涉对外的声誉、威望、影响等“软权力”（ｓｏｆｔｐｏｗｅｒ），而且惠及自身，构成了内部政治聚合与国家建设历史过程中的一个关键环节。
这在布迪厄（ＰｉｅｒｒｅＢｏｕｒｄｉｅｕ）看来就是通过人为的文化政策来形成一种认知结构，国家也因此具备了一种象征能力（ｓｙｍｂｏｌｉｃｐｏｗｅｒ），它优先于物质性的暴力垄断或资源汲取，并在近代国①在中国知网（ＣＮＫＩ）上，仅以“国家形象”为篇名所检索到的中文文献就有２０６０篇，近五年年均发表３００余篇。
《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。
象牙雪1930 德来夫特1933 汰渍1933 快乐1950 奥克雪多1914 德希1954 波尔德1965 圭尼1966 伊拉1972 Width
牙膏
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］
有关世博会的基本英文介绍
The Brief Introduction of ExposWorld exposition originated in medieval(中世纪) Europe. It comes from the French tradition of national exhibitions, a tradition that climb to the top when the French Industrial Exposition was held in Paris in1844. It was soon followed by other national exhibitions in Europe, and finally came to London where the first real international exhibition was held.Since their beginning in 1851, the character of world expositions has evolved. Three stages can be distinguished: the stage of industrialization, the stage of cultural exchange, and the stage of nation brandingThe first World Expo took place in 1851 in London. At the time England was the world’s leading industrial power, which with its vast empire had profited handsomely from free trade and the prosperity of the Victorian period. The Expo was a great success.Every nation was invited to contribute to the Expo, which constituted an inventory of all branches of human endeavour.Industrialization (1851–1938)The first stage could be called the stage of 'industrialization' and covered the period from 1800 to 1950. In these days, world expositions were especially focused on trade and famous for the display of technological inventions and advancements. World expositions were the platform where the state of the art in science and technology from around the world was brought together. World's Inventions such as the telephone were first presented during this stage.Cultural exchange (1939–1991)The 1939 New York World's Fair represented a departure from the original focus of the expositions. From then on, Expos became more strongly based on a specific theme of cultural significance, and began to address issues of humankind. Technology and inventions remained important, but no longer as the principal subjects of the Expo. Tomorrow's World (New York, 1939) and Sports (Stockholm, 1949) are examples of these 'new' themes. Cross-cultural dialogue and the exchange of solutions became defining elements of the expos.Nation branding (1992–present)From Expo '92 in Seville onwards, countries started to use the world expo more widely and more strongly as a platform to improve their national images through their exhibitions.Japan, Canada, France and Spain are cases in point. A large study called "Expo 2000 Hanover in Numbers" showed that improving national image wasthe primary participation goal for 73% of the countries at Expo 2000. In a world where a strong national image is a key point, exhibitions became advertising campaigns, and the Expo a way of 'nation branding'.The BIE today categorizes these international exhibitions into two main types: World Expos and International Expos.The two types of Expos differ principally in the size of the Expo site, the duration持续时间of the event, and the scope（范围）of the theme (see chart below).The two types have many similarities. For example,they have same participations, including states, international organizations, civil society and companies.But what we mainly focus on today is their differences.First ,the frequency,the world expo is held every 5 years,while the international expo is held between 2 world expos.Second, the duration,the world expo can be held as long as 6 months,while the max duration of the international expos is 3 months.Third,the theme,in a world expo, the theme must reflect a universal concern.for the international expo,the theme must be specialized.Forth,the construction,in the world expo, the participants themselves design and build their own pavilions(展馆).while in an international expo, The organizer makes available to participants the pavilions’ units free of rent and charges.Fifth,the site,a world expo has unlimite d surface,but the international expo’s maximum area is 25 hectares.Finally,the host city,for a world expo,the host city must be the one that looks for projects to improve the restorations of urban and economic.but for the international expo, ,the city must be looking to establish themselves in the international competition and to promote growth.1) Submission of candidacy applicationThe government of the state wishing to organize an Expo must submit its candidacy application to the BIE, mentioning the necessary imformation.In the case of World Expos, the candidacy application must be submitted a maximum of nine years and a minimum of six years before the opening date of the exhibition.In the case of International Expos, the candidacy application must be submitted a maximum of six years and a minimum of five years before the opening date of the exhibition.It should be noted that there must be at least 15 years between any two Expos organized in the same country.2) BiddingA) Enquiry task – project assessmentAt the end of the six-month period following the submission of the first candidacy application, enquiry missions are carried out by the BIE in the candidate country/city.Theme of the exhibition, its definition and its contents;Date and duration;Locati on;Area of the Expo site ……B) International campaign - project developmentFurthermore, during the bidding phase, candidate countries must carry out international campaign to collecte support for the project and develop their themes in order to raiseinternational interest around the Expos.3) The voteAt the end of the bidding phase, a vote takes place to give the right to host an Expo to a government for the chosen city and date. Each member state has one vote.After a country wins the right to host an Expo, it must continue to work closely with the BIE and carry out certain steps required by the BIE rules and regulations in order to not lose its right to host an Expo.4) Registration or recognition of the Expo projectThe “registration” or “recognition” of the Expo project refers to make the Expo project formal and normal.In the case of World Expos, the registration must take place at the latest five years before the opening date.In the case of International Expos, the recognition must take place at the latest four years before the opening date.。
国家形象对外传播中的概念混淆与实践误区
国家形象对外传播中的概念混淆与实践误区郭毅【内容提要】面对国际形象下滑现实与国际声誉期待之间的巨大落差，急需厘清一些基础性问题。
国家形象不是国家软实力的一部分，它的层次更为复杂，也更难以人为操纵，故应避免将提升国家软实力的策略简单套用在国家形象对外传播的思路上。
国外相关理论提示，开展国家形象对外传播工作要遵循国家形象的认知和传播规律，以更平和的心态、更多的耐心看待国际形象的下滑和提升。
【关键词】国家形象 软实力 对外传播海外著名民调机构皮尤研究中心（Pew Research Center）2020年10月发布的数据显示，国际社会对中国的好感度已降至历史低点。
特别值得关注的是，在澳大利亚、英国、德国、荷兰、瑞典、美国、韩国、西班牙、法国、加拿大和日本，仅有少数民众对中国抱有好感。
一边是“中国威胁论”和海外歪曲丑化中国报道的持续发酵，另一边是复兴之路上国际形象的不断下滑，提升中国的国际形象显得迫在眉睫。
近年来我国在提升国家形象方面并非无所作为，但尽管投入大量资金、采取各种举措，在民调机构的数据面前，仍感收效甚微。
正如学界所说，国外公众对中国的认知“与我们的国际声誉期待之间有着巨大落差”。
①这不禁令人疑惑：我们的国家形象对外传播思路是否正确？围绕国家形象提升战略，国内现有研究主要是对本土经验的总结和对微观策略的展望。
这些研究虽然不可避免地存在碎片化问题，但对提升我国形象的艰辛探索而言，具有不可替代的作用。
然而，有关国家形象的理论探讨和相关概念的清理似乎是现有研究的盲区。
以至于像“国家形象究竟是不是一个准确规范的学术概念”这类最基础性问题，竟然还会在我国学界存在争议。
②当对基础性问题模棱两可，微观策略的探讨就容易缺乏解释力甚至走偏。
借助相关理论厘清国家形象的概念和原则，不仅有助于我们从更宏观、更科学的角度思考国家形象，也能够帮助我们及时发现和规避实践中的误区。
一、国家形象：一个内涵清晰的跨学科概念“国家形象”概念在不同学科之间经历了长达半个多世纪的概念移植和挪用。
大学英语专业论文-英国国家形象塑造
Shanghai International Studies UniversityBuilding new British International Image through significantculture eventsA ThesisPresented to College of English Language and Literature In Partial Fulfilment of the Requirements forThe Degree of Bachelor of ArtsBy***Under the Supervision of Professor Gao JianApril 2013AcknowledgementsI owe a debt of individuals who have contributed a lot to this thesis of mine.First of all, my heart felt thanks goes to my supervisor, Prof. Gao Jian, who patiently guided me to conceive and develop the idea of the thesis. The instruction he has given to me while I am at a lost in organizing ideas really lead me to the framework of this thesis. He teaches me the effective method of getting a general idea of the topic by listing several relevant books and theses for reference. This method not only saves me time and effort, more importantly, it stretches my minds and help me to develop the idea of the thesis. I am equally impressed by his generosity when he offered me literature assistance once I turned to him. The careful guidance and mentoring he has provided to me reflect his generous spirit and unending commitment to his profession. He leaves me a lifetime unforgettable memory of his erudition, benevolence, patience, intelligence, diligence, and mild and positive attitude.I am similarly indebted to my friends, Irene, who either offered me literature assistance or frequently enlightened me with witty comments and advice. Her encouragement always cheers me up when I encourted difficulties in the process. I would also extend my gratitude to the authors whose studies I have cited and quoted in my thesis.Once again I’d like to express my sincere gratitude to many people that have made this thesis possible. Thank you all for your advice, wisdom and compassion.AbstractI nternational image, the intangible assets of a country, reflects the nation’s position in the international society and the recognition from other nations. It makes up a significant part of a nation's soft power, because it will help to increase a nation’s international influence, attracting partners and allies and creating a favorable media environment for development. The flexibility and penetrability of cultural diplomacy make it an uncomparable edge in building a nation’s international image, for the nation’s culture is more likely to be accepted by the international society, thus increasing the nation’s cultural influence.British international image experienced a tremendous shift from the " rule Britannia" in the late 90s last century to the “Cool Britannia” today, which depends on the government's new cultural policy and strategic image orientation that serves the nation’s development. Study of Fang Hong in Peking University points out that image construction requires 3 steps including image status quo research, image orientation, and launching image construction activites.This thesis, in the light of Fang Hong’s study, probes into the strategies Britain takes to promote its international image by analysing its image status after WWII, explaining the new image orientation under the current global environment, and illustrating how it constructs the favorable image though large-scale cultural activities such as 2012 London Olypics, Think UK and Royal Wedding. This thesis also provides the successful experience of constructing British international image..Keywords: Interntional Image, Image Construction, Britain, Cultural Diplomacy摘要国际形象是一个国家在国际社会的无形资产，反映了该国在国际社会上的地位及国际社会其他成员对该国的认同程度。
品牌影响力（英文）
The Power of Brands:How to enhance your brand in AsiaPaul TemporalThe Economist magazine called 1988 "The year of the brand". It was the year Phillip Morris took over Kraft in the US and Nestle bought Row tree in Europe. Phillip Morris paid four times the value of the target company's tangible assets and Nestle over five times.In 1988 just four brands were sold for US$50billion. Such incredible payments for "names" were a reflection of the value placed on the brands in terms of long term profit expectancy.Since then the trend has continued and the power of brands to command colossal prices has become much more noticeable.The question is, how is it that brands can deliver such spectacular rewards? The answer - it's all in the mind!H O W B R A N D S I N F L U E N C E P E O P L EThe first thing to recognizes when we talk about brands is that they are not just names, terms, symbols, designs or combinations of these, although it is true to say that such things can and o differentiate certain products and companies from others.The additional ingredient that makes a successful brand is personality.Today's leading brands are personalities in their own right and are well known in all societies and cultures as film heroes, cartoon characters, sports stars or great leaders.In Asia, Coca Cola, Sean Connery, Nestle, Sony, Batman, Mercedes and Michael Jackson are equally well known. Thousands of people relate to brand personalities in the same way as they do to human personalities.There is, of course, a psychological basis to this, and the psychology behind brands really stems from Carl Jung's work where he described the four functions of the mind - thinking, sensation, feeling and intuition.The secret to successful branding is to influence the way in which people perceive the company or product, and brands can affect the minds of customers by appealing to those four mind functions, or combinations of them. This is how it happens.Some brands appeal to the rational part of a person, to the elements of logic and good sense (the thinking dimension) such as toothpaste which prevents decay andcholesterol-free foods. Others appeal to the senses of smell, taste, sight and sound such as fashion and cosmetic products.Some brands attract the emotional part of people appealing to the feelings' dimension to which consumers react with feelings of warmth, affection and belonging. Products such as Harley-Davidson motorcycles and companies like Benetton with its global village branding exemplify these.Then there is the strange phenomenon of intuition. Some companies and products are attractive to people who intuitively feel comfortable with them, because they see these brands as an extension of themselves, a good fit to their personality, lifestyle, aspirations and behavior -- companies like the Body Shop, with its environmental approach.Brands influence consumer decisions to buy in any of the above ways, or through combinations of them, sometimes with tremendous persuasive appeal.The Marlboro brand personality is a good example of how a company understands and combines the physical and emotional elements that appeal to certain customers who live or would love to live a certain lifestyle. Products such as gold credit cards, watches or prestige items help people to express themselves to others by demonstrating that they are different and have achieved something. They act as extensions of the personality, so it really is "all in the mind", and the key to brand management and development is a clear understanding of what benefits the customer is looking for.Ask consumers what comes to mind when they hear the name of a big brand such as BMW or Gucci and they will reply with a list of attributes which go far beyond the physical tangible aspects of product and delivery, but if there is one word which brings all these things together in people's mind, it is value.Time and again, research shows that the real driving force behind market leadership is perceived value - not price or inherent product attributes. As long as a brand to offer customers superior perceived value, then good market performance will follow, which makes consistency a highly important feature of brand behavior.P E O P L E P R E F E R T O B U Y B R A N D SBrands are also successful because people prefer them to ordinary products. In addition to the psychological factors already mentioned, brands give consumers the means whereby they can make choices and judgments. Bases on these experiences,customers can then rely on chosen brands to guarantee standards of quality and service, which reduces the risk of failure in purchase.Today's world is characterized by more complex technology, and this can be extremely confusing to people who are not technology minded. Brands can play an important role here by providing simplicity and reassurance to the uninitiated, offering a quick, clear guide to a variety of competitive products and helping consumers reach better, quicker decisions.P R O D U C T O R C O R P O R A T E B R A N D I N G?This is the question that most companies have to consider sooner or later, and there is no obvious answer, as success can be achieved by adopting either route, or a mixture of the two.With product branding, the company gives each product a brand name and there is little or no attachment of the company relationship. Each brand has to compete on its own merit, such as Pizza Hut which normally operates without any endorsement from parent company PepsiCo.The trend nowadays seems to be going in the opposite direction, however, with many companies opting for either pure corporate branding or house branding. With corporate branding the company uses one brand - usually the company name - for all its products and services, as in the case of IBM. If a company uses what is often referred to as house branding, the individual products are separate identifiable brands but the overall company brand is used as an endorsement of origin and quality. This is often the preference for motor car manufacturers, the hospitality sector and financial institutions.Corporate branding encompasses image and identity building, an activity now being pursued by many Asian companies.Trying to build organizations with an inspirational mission to acquire and keep customers is currently a major objective for the new, successful organizations here. If done well, it certainly helps give consumers in many market segments consistent, controlled messages. It can also be beneficial in helping companies defend themselves against acquisition - or the reverse!B R A N D V A L U E S-H U B O F T H EC O R P O R A T E W H E E LA company's advertising, promotion, changes in name, new logo design or other activities will not successfully build a brand unless there are certain well-definedvalues which are consistently communicated and demonstrated by the company which are recognized and appreciated by customers.Once brand values have been identified, they should drive all other activities impacting on customers and be used to achieve consistency, which is so meaningful to consumers. All aspects of marketing and communications should reflect the brand values, as should company employees in demonstrating those values in their behavior to customers.T H E R E W A R D S O F B R A N DBuilding a brand is a corporate strategic issue and not a short-term tactical activity.For companies wanting to satisfy the needs of consumers and beat the competition, then building a brand provides an opportunity which, if realized, could do not only this but also defy the test of time - for brands have no limit to their life expectancy.Many brands established in the 1930s are still the top brands in the late '90s. From Coca-Cola to Colgate, Kellogg’s to Kodak, we see many examples of the big brands successfully having defended their number one position in their chosen markets and they, along with other famous names, have become synonymous with their industries.Brand loyalty also means that companies achieve a greater consistency of demand through customer retention. Over time, good brand strategies generate the production volume which gives the economies of scale necessary to have a favorable impact in unit costs. In turn, this allows companies to achieve higher margins, putting them in a winning situation.Brand resilience can help companies ride out stormy weather, as with Mercedes in 1982, when other car manufacturers around the world suffered disastrous sales, apart from Mercedes which continued to sell well: often up to 50 per cent more than other European competitors. And, because of the magnetic influence they have over purchasing behavior, successful brands allow companies to charge premium prices for their products and services, which of course generate higher profits. Surveys indicate that brand leaders can return a margin four to six times that of the closest competitors.Brands can even assist moves across industries to penetrate new markets. Dunhill is an excellent example of this. Formerly based in the declining-image industry oftobacco, Dunhill is now firmly established internationally in up market clothing, toiletries and fashion accessories.T H E A S I A N C H A L L E N G EConsumers in Asia are much more powerful in the '90s and this trend will continue into the next century. They have better knowledge, greater curiosity, are more discriminating and exercise their right to choose more carefully and ruthlessly than ever before.Successful global companies recognize that the source of their prowess in world markets is branding, and that investment in plant, technology and people is no longer enough to guarantee long-term sustainable profits. Brand has become a vital strategic issue for Asian companies. In increasingly turbulent markets, brands are a key to customer loyalty, long-term survival and growth.The challenge facing the young dynamic companies of Asia is to build powerful global brands that will deliver long-term success for the nation, through good and bad times.Is branding on your agenda?Paul Temporal品牌的影响力：在亚洲如何提高你的品牌保罗颞经济学人杂志称1988年为“品牌年”。
品牌和文化品牌概述(二)
过去的50年里，奥美与众多全球知名品牌并肩作战，创造 了无数市场奇迹，它们包括：美国运通（American Express）、 西尔斯（Sears）、福特（Ford）、壳牌（Shell）、芭比 （Barbie）、旁氏（Pond's）、多芬（Dove）、麦斯威尔 （Maxwell House）、IBM、柯达、Motorola、Lenovo…… 奥美隶属于 WPP 集团，是世界上最大的传播集团之一。 WPP 集团拥有 60 多个子公司，包括：智威汤逊 , Hill and Knowlton, 奥美公关 , Millward Brown, Research International, 传立和 Enterprize IG 等。凭借 WPP 集团的 雄厚实力，奥美已经成为了调研、公关、设计、视觉识别、零 售市场营销、促销和新媒体等传媒领域的专家。 至今奥美集团 旗下已有涉及不同领域专业的众多子公司：奥美广告，奥美互 动咨询有限公司，奥美公关，奥美世纪，奥美行动营销，brand union，ITOP，奥美红坊等。
品牌和文化品牌概念（二）
（一） “品牌”一词的由来 品牌一词Brand，源出古挪威文（古斯堪的纳 维亚语）Brandr，意思是“燃烧、烧灼”。它曾经 是现在依然是牲畜所有者用以识别它们动物的工具， 人们用这种方式来标记家畜等需要与其他人相区别 的私有财产。
Old Smuggler（施美格） 威士忌是一款起源于1835年 的历史悠久的混合苏格兰威 士忌。它纯净，顺滑的口感 应归功于18世纪优质苏格兰 威士忌的特别混合方式。当 时的走私者冒着生命危险就 是为了与整个岛上忠实的客 户们分享这一美妙的口味。
《牛津大辞典》：品牌是用来证明所有权，作为质量 的标志或其他用途。 20世纪50年代美国奥美广告创始人大卫· 奥格威第一 次提出“品牌”的概念：品牌是一种错综复杂的象征， 它是品牌的属性、名称、包装、价格、历史、声誉、 广告风格的无形组合。
论中国产品向中国品牌转变的国家品牌基础——国家品牌的内涵及塑造研究
2019年第64卷第1期(总第282期)2019 Vol.64 No. 1 ( Serial No.282)山东师范大学学报(人文社会科学版)JOURNAL OF SHANDONG NORMAL UNIVERSITY ( Humanities and Social Sciences)论中国产品向中国品牌转变的国家品牌基础——国家品牌的内涵及塑造研究”①郭美晨(中国社会科学院数量经济与技术经济研究所，北京,100732 )摘要：伴随我国进入经济高质量发展新阶段，为实现中国产品向中国品牌转变，需要塑造一个具有影响力 与竞争力的国家品牌。
国家品牌是一国的的资源禀赋、经济实力、技术水平等国家财富创造力以及民族精神、文 化理念、核心价值观等精神内核在国民心中所产生的国家认同感，以及在国际公众心中所形成的总体感知和一 般性评价。
在全球品牌竞争日趋激烈的当下，国家品牌的塑造，既需要不断夯实以高质量发展为核心的现代化 经济体系这一生产力基础，也需要国家文化软实力和价值理念的支撑，同时还需要在与他国的互动交流中获得 国际认同。
为此，应加快国家品牌的顶层设计，不断提升自主创新能力与质量发展水平，增强文化内涵与跨文化 交流，强化国际传播能力。
关键词：中国品牌；国家品牌；内涵；塑造；路径选择中图分类号：F061.3 文献标识码：A 文章编号：1001-5973(2019)01-0079-08国际数字对象唯一标识符(D0I) ： 10.16456/ki. 1001-5973.2019.01.008引言自2014年习近平同志提出“推动中国制造向中国创造转变、中国速度向中国质量转变、中国 产品向中国品牌转变”的“三个转变”以来，经济社会对品牌建设与发展的关注度日益升温。
2017年《政府工作报告》强调要“打造更多享誉全球的中国品牌”，2017年5月10日被设为首个 “中国品牌日”，2017年12月发布的《质量品牌提升“十三五”规划》将质量发展与品牌建设提高 至新的战略高度。
名师指津
名师指津·高考词汇第三次月考卷一、单词拼写请根据句意和汉语提示填入一个恰当的英语单词(注意形式)。
1. It must be admitted that it’s immoral to_________(说谎) to others.2. Having lived here for over a decade, I know the _________(当地的) customs very well.3. We are busy packing up these _________(行李) for the trip tomorrow.4. A _________(少数) of the students in our school have the habit of staying up late.5. In the sports meet held in his school last week, he won many _________(奖牌) alone.6. I have to complain to the _________(经理) about the poor service and management.7. After going through a series of hardships, the boy is mentally _________(成熟的).8. Born and raised in England,his _________(本土的) language is English.9. The supermarket _________(靠近) our school will be reopened soon.10. If you don’t _________(听从) your teachers’ advice, you’ll regret sooner or later.11.________ (一旦) you start a task, you must get it through.12. His house is just ________(在……对面) mine.13. I have much in common with my________(搭档) though we sometimes argue.14. Don’t be so ________(消极的/被动的). After all, it’s not the end of the world.15. In this composition, you’re required to write a summary in the first ________ (段).16. The audience was extremely impressed by her ________ (完美的) performances.17. The products are being sold at a low price, but they’re ofhigh ________ (质量).18. A ________ (四分之一) of the residents are over 55 years old in this area.19. I remember her as a ________ (文静的), hardworking and well-behaved girl.20. There have been four years of below average ________ (降雨量) in this province.21. He displayed remarkable courage in his efforts to ________ (改革) the company.22. Even children living in ________ (偏远的) mountainous areas have access to education.23. Young as she is, she can ________ (背诵) many Chinese ancient poems.24. From where I stand, all students should be________ (尊重的) to their teachers.25. Please consider my ________ (请求), and I am looking forward to your early reply.二、词义猜测请根据句意指出下列句子中划线单词的词性与汉语意思。
市场营销专业词汇中英文对照表
第1局部：Accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略additions to e*isting product lines 现有产品线的增加vertical marketing systems 垂直营销系统advertising reach 广告承受人数advertising message 广告信息advertising source 广告信息来源allowance 折让alteration 退换awareness 〔产品〕知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化barter 实物交易before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benefit clusters 利益群体blanket purchase order 一揽子采购合同blind-paired parison testing 双盲比拟测试bottom line 底线/盈亏一览结算线brand e*tensions 品牌扩展brand recognition 品牌识别break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性brokers 经纪人bundle 捆绑busines strength rating 商业能力评分business position 经营地位business services markets 商业效劳市场business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buying behavior 购置行为buying center 采购中心buying inertia 购置惯性buying offices 连锁商店的进货中心buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织构造channel objectives 渠道目标channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策choice criteria 选择标准closing a sale 完毕销售clothing retailers 服装零售商co-branding 联合品牌code of ethics 〔职业〕道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟bination pensation plan 结合式薪酬方案munication process 传播过程parative advertisements 比拟广告parison of brands 品牌比拟pensation deals 补偿处理pensation plan 酬金方案pensation/rewards 酬金/奖励pensatory 补偿性的petition and industry evolution 竞争和行业演变petition-orientated pricing 竞争导向定价法petitive (supply-side) evolution 竞争〔供方〕演变petitive factors 竞争因素petitive intelligence 竞争情报/信息petitive parity promotion budgeting 竞争均势促销预算法petitive strategy 竞争战略petitive strength 竞争优势/能力plaint handling 投诉处理ponent materials and parts markets 组成材料和零部件市场puterized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者〔购置〕决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumers' perceptions 消费者感知contingency planning 权变方案contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际奉献〔奉献毛利〕分析contributrion margin 边际奉献control strategies 控制战略co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost effectiveness 本钱有效性cost leadership strategy 本钱领先战略cost of capital 资本本钱cost of goods sold (COGS) 产品销售本钱cost reductions 降低本钱产品cost-and-volume relationship 本钱-数量关系cost-oriented pricing 本钱导向定价法cost-plus/mark-up pricing 本钱加成/溢价定价法costs and benefits of marketing functions 营销职能的本钱和效益costs of petitors 竞争者本钱costs of distribution 分销本钱countertrade 对等贸易coverage of geographic market 地域性市场的围.coverage of relevant retailers 相关零售商的销售围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 穿插弹性customary pricing 习惯性定价法customer contact 顾客接触customer intimacy 顾客亲密度customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保存customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer-oriented pricing 顾客导向定价法customers' perception 顾客感知customizing 定制deceptive advertisements 欺骗性广告decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差异反响differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接本钱盈利性分析direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率discount rate 贴现率discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价风格整discriminatory pricing adjustments 歧视定价调整disjunctive model 别离模型dissonance-attribution hierarchy 不和谐-归属层次构造distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distributor/store (private lables) brands 分销商/私有品牌.divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国目标市场定位的营销战略dropping products 放弃产品dual/two channel distribution systems 双重分销系统duplication 〔媒体〕重复durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权education services 教育效劳effectiveness 有效性emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经历性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering 〔产品〕工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit 〔公司〕伦理审计ethics of marketing 营销伦理道德ethnic position 种族构成evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供给商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变e*clusive dealing 独家销售e*clusive distribution 独家分销e*ecutive summary 执行摘要e*hibition media 展示广告媒体e*it barriers 退出壁垒e*pansion path 扩途径e*pectation measures 〔顾客〕预期测度e*pectations of customers 顾客期望e*pected unit sales 预计产量e*pected value 期望价值e*perience curve 经历曲线e*perimental research 实验性研究e*pert power 专长权e*ploratory research 探索性研究e*port agents 出口代理〔商〕e*port jobbers 出口批发商e*port management pany 出口管理公司e*port merchants 出口贸易商e*porting 出口商品.e*tended use strategy 扩大使用战略e*tending volume growth 扩大市场份额e*trapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法family branding 家族品牌family life cycle 家庭生命周期fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code 〔FTC) 联邦贸易法案FedE* (Federal E*press) 联邦快递feedback data 反响数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织构造FOB origin pricing FOB产地定价法focus strategy 集中战略foreign middlemen 国外中间商forestry 林业formalization 形式/规化formulate 制定fortress/position-defence strategy 防御堡垒战略forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全本钱盈利性分析full-service wholesalers 全方位效劳的批发商functional petencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织构造functional performance 功能性能functional strategy 职能战略gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Foods Corporation 通用食品general merchandise discount chains 群众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global e*pansion 全球扩global marketing control 全球营销控制global niche strategy 全球时机战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场global-market e*pansion 全球市场扩goals 总目标going-rate/petitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制grey market 灰色市场gross domestic product (GDP) 国生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growth stage of product life cycle 产品生命周期的成长阶段growth-e*tension strategies 增长扩战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) 〔美国〕卫生保健组织heavy buyer 大客户Heileman Brewing panyhelpfulness 有益性Henkel 汉高Hertz 赫兹〔美国汽车租赁巨头〕hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触效劳系统high-involvement product 高参与产品high-involvement purchase 高参与购置hight market share 高市场份额战略homogeneous market 同质市场household/family life cycle 家庭生命周期hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/设想idea-screening process 创意筛选过程identification of segments 识别细分市场image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销方案的执行和控制improvements in or revisions of e*isting products 现有产品的改进或修正impulse buying 冲动购置impulse goods 冲动购置品increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接本钱盈利性分析individual brand 个别品牌industrial goods & services 工业产品和效劳industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matri* 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infomunications industry 信息通信行业infomercials 商业信息广告information search 信息搜集informative 告知性的in-home personal interview 个人家庭访谈in-house use tests 部使用测试innovativeness 创新性installation 设施in-store display 店展示in-store positioning 店布局in-store promotion 店促销intangibles 无形integrated marketing munication plan (IMC) 整合营销传播方案integration of perception 感知整合intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体internal organizational structure 部组织构造international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 效劳的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告jobbers 批发商Johnson & Johnson 强生jury of e*ecutive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级构造legal services 法律效劳legislation 立法legitimate power 法定权level of pensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 维·史特劳斯le*icographic model 词典编纂模型limited-service wholesalers 有限效劳的批发商line e*tension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd's of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客low-contact service system 低接触效劳系统low-cost defender 低本钱防御型low-cost position 低本钱地位low-involvement hierarchy 低参与程度层级构造。
广告行业常用术语名词解释
广告行业常用术语名词解释AE——Account Executive——客户代表，或客户执行。
代表广告公司接受广告主各种业务，并负责整体执行的人。
Account Group——业务小组。
广告公司内负责某特定客户之工作小组。
以AE为中心，成员包括行销企划、创意、媒体等工作人员，替客户执行广告企划设定、广告表现制作、媒体安排等业务。
Appeal Point——诉求点。
广告讯息中，最能打动消费者心理，并引起行动的重点。
Brain Storming——动脑会议。
可自由发想，不受限制的讨论会议。
Brand Image——品牌形象。
消费者对商品品牌之印象。
CF——mercial Film——乃广告影片是也，可不是电视广告脚本哦，mercial Script是电视广告脚本。
petitive Presentation——比稿。
有的广告主不会将广告计划立即委托一家广告公司，而是让多家广告公司彼此竞争，再从中选择最优秀、最满意的广告公司。
Copywriter——文案（撰文人员）。
负责广告文案的专门写作。
CI——Corporate Identity——企业识别。
以统一性的标志表示企业的理念、文化以及经营的任务。
Creative Boutique——创意工作室。
“Boutique”为法语中商店的意思，指专门零售店，特别是指贩卖流行物品、装饰品的商店。
以这种语意为背景，由少数人组成、专门制作广告的公司，便称为小型制作专业广告公司。
Direct Response Advertising——直效广告。
需要从潜在客户处得到简单回应的广告。
例如邮购、直接信函、电讯行销，及有线电视购物频道。
直效广告必须是双向沟通的。
Director——指导。
在整个广告作业中，担任指导之专业职务。
依照其经验不同，指导可分为资深指导（Senior Director)、指导（Director）和助理指导（Assistant Director）。
指导有以下各专业职位：Account Director（业务指导）Creative Director（创意指导）Arts Director（美术指导）Copy Director（文案指导）Media Director（媒体指导）Planning Director（企划指导）Finisher——完稿员。
Branding-品牌管理PPT课件
K Anandhi CII-IL
1
Brand
A Brand is a … ..
Name, Term , S ign, S ym bol, or D esign
intended to identify and distinguish the goods and services from one another
brand.
11
Individual Brands Versus Family Brands
Individual Brand
Using different brand names for different products.
Family Brand
Marketing several different products under the same
The value of company and brand names. Awareness, quality, loyalty, patent and trademark.
4
Benefits of Branding
Powerful asset/tool in establishing competitive advantage-
3
2
An Effective Brand Name
● Is easy to pronounce ● Is easy to recognize and remember ● Is short, distinctive, and unique ● Describes the product, use, and benefits ● Has a positive connotation ● Reinforces the product image ● Is legally protectable
传媒.广告业常用术语名词解释(传媒)
PlanningDirector（企划指导）Finisher——完稿员。
从事完成广告平面工作的人员。
Layout——构图。
版面设计之技巧。
对美术设计而言，版面编排是一种基本技术。
Presentation——提案。
对客户做正式的广告战略及创意企划案的提出。
PublicServiceAdvertising——公益广告。
企业及各社会团体诉求公共服务内容的广告。
公益广告的范围相当广泛，举凡社会、福祉、教育、甚至谋求国际间相互了解的活动都囊括在内。
Supervisor——总监。
广告专业中的最高职位，其工作为带领一整个专业单位。
有以下各种专业总监：AccountSupervisor（业务总监）CreativeSupervisor（创意总监）MediaSupervisor（媒体总监）PlanningSupervisor（企划总监）ResearchSupervisor（调查总监）TargetMarket——目标市场。
最主要的消费群。
TrafficControlSpecialist（一般简称Traffic）——制管人员。
广告制作的流程及时间上的控制是非常重要的一件事，制管人员即是负责推进及监督广告作业中各部门是否按照计划进行的专员。
行为广告actionadvertising实际消费者actualconsumer广告advertising农业广告agriculturaladvertising作者author自传式讯息autobiographicalmessage知晓广告awarenessadvertising品牌术branding工商广告businessadvertising企业对企业广告business-to-businessadvertising 渠道channel辅助材料collateralmaterials消费者广告consumeradvertising消费者consumer译码decode直接反应广告direct-responseadvertising 戏剧式讯息dramamessage编码encode农场广告farmadvertising反馈feedback全球性广告globaladvertising商品goods观点ideas形象广告imageadvertising预定消费者impliedconsumer工业时期industrialage工业化时期industrializingage国际广告internationaladvertising 地方性广告localadvertising营销marketing营销传播marketingmunications 营销公关marketingPR媒介medium讯息message叙述式讯息narrativemessage全国性广告nationaladvertising噪音noise非商业广告nonmercialadvertising 非产品广告nonproductadvertising 人物persona人员销售personalselling后工业时期postindustrialage前工业化时期preindustrialage过程process产品product产品广告productadvertising专业广告professionaladvertising公共关系publicrelations公共关系活动publicrelationsactivities公共关系广告publicrelationsadvertising 受者receiver区域性广告regionaladvertising常规价格广告regularprice-lineadvertising 零售广告retailadvertising销售推广salespromotion服务services信源广告主/出资人sponsor资助性消费者sponsorialconsumers 目标受众targetaudience目标市场targetmarket贸易广告tradeadvertising客户主管、客户联络Aes客户策划accountplanning广告代理公司advertisingagency 艺术指导artdirectors美术工作室artstudios全国性广告主协会品牌经理brandmanager企业对企业广告公司business-to-businessagency集中式广告部centralizedadvertisingdepartment 分类广告classifiedadvertising清仓广告clearanceadvertising联合广告cooperativeadvertising文案copy文案人员copywriters创意工作室creativeboutique创意总监creativedirector分散式体制decentralizedsystem部门式departmentalsystem发展期developmentstage数字互联媒介digitalinteractivemedia直邮广告direct-mailadvertising电子媒介electronicmedia手续费——代理费混合制fee-missionbination外国媒介foreignmedia全面服务公司fullserviceadvertisingagency 普通消费者广告公司generalconsumeragency全球性卖主globalmarketers集团式groupsystem横向联合广告horizontalcooperativeadvertising 专属广告公司in-houseagency奖励制incentivesystem独立制作社independentproductionhouse独立调查公司independentresearchpany机构广告institutionaladvertising整合营销传播integratedmarketingmunications 互联广告公司interactiveagency国际广告公司internationalagency国际媒介internationalmedia国际化架构internationalstructure地方性广告localadvertising地方广告公司localagency维持期maintenancestage经营总监managementsupervisors 差价markup媒介media媒介购买公司media-buyingservice媒介代理费mediamission跨国公司multinationalcorporations 全国性广告主nationaladvertiser全国性广告公司nationalagency户外广告outdooradvertising 点point关系预备期prerelationshipstage 印刷媒介printmedia印刷厂printers产品广告productadvertising 区域性广告主regionaladvertiser 区域性广告公司regionalagency常规价格广告-lineadvertising截留费制retainersystem减价广告saleadvertising销售推广部salespromotiondepartment 推测性提案speculativepresentation直接费制straight-feesystem下游公司supplier终结期terminationstage交通广告transitadvertising纵向联合广告verticalcooperativeadvertising 网络设计社Webdesignhouse。
中国品牌英文介绍范文
中国品牌英文介绍范文China is a country with a rich cultural heritage and a rapidly growing economy. Over the past few decades, Chinese companies have made significant strides in the global marketplace, establishing themselves as formidable competitors in a wide range of industries. As Chinese brands continue to gain recognition and market share worldwide, it is essential to understand the unique strengths and characteristics that set them apart.One of the most prominent Chinese brands is Huawei, a leading global provider of information and communications technology (ICT) solutions. Founded in 1987, Huawei has grown to become one of the largest telecommunications equipment manufacturers in the world. The company's commitment to innovation and its focus on research and development have been instrumental in its success. Huawei's products and services span a wide range of areas, including smartphones, network infrastructure, cloud computing, and enterprise solutions. The company's global presence and its ability to adapt to local market needs have been key factors in its expansion into international markets.Another Chinese brand that has gained global recognition is Alibaba,the e-commerce giant founded in 1999. Alibaba's online marketplaces, including Taobao and Tmall, have revolutionized the way people shop and conduct business in China and beyond. The company's innovative technologies, such as its cloud computing platform and digital payment system, have enabled it to become a dominant force in the global e-commerce landscape. Alibaba's success is largely attributed to its deep understanding of the Chinese consumer market and its ability to cater to the evolving needs of both businesses and individual customers.The automotive industry is another sector where Chinese brands have made significant strides. One such example is Geely, a Chinese multinational automotive manufacturing company. Geely has gained global recognition through its acquisition of Volvo Cars in 2010, which has allowed the company to leverage the Swedish brand's reputation for safety and quality. Geely has also developed its own range of vehicles, catering to both domestic and international markets. The company's focus on design, technology, and sustainability has enabled it to compete with established global automotive brands.In the consumer electronics industry, Xiaomi has emerged as a leading Chinese brand. Xiaomi is known for its affordable and feature-rich smartphones, which have gained popularity not only in China but also in various international markets. The company's focuson user experience, innovative product design, and aggressive pricing strategies have allowed it to disrupt the traditional smartphone market. Xiaomi's success is also attributed to its strong online presence and its ability to engage with its customers through social media and other digital platforms.The rise of Chinese brands has not been without its challenges. Many Chinese companies have had to overcome perceptions of quality and reliability, as well as navigate complex regulatory environments in foreign markets. However, through their commitment to innovation, customer-centric strategies, and global expansion, Chinese brands have proven their ability to compete on the world stage.As Chinese brands continue to grow and evolve, it is important to recognize the unique strengths and characteristics that set them apart. From the technological prowess of Huawei to the e-commerce dominance of Alibaba, from the automotive engineering of Geely to the consumer electronics expertise of Xiaomi, these Chinese brands are poised to play an increasingly important role in the global marketplace. By understanding and appreciating the unique value propositions of these brands, consumers and businesses around the world can benefit from the innovative products and services they offer.。
保护中华老字号英语作文
Protecting China's Time-honored BrandsIn the vast and diverse cultural landscape of China, a unique and irreplaceable treasure stands out: the time-honored brands. These brands, with their rich historical backgrounds and distinct cultural identities, are not only symbols of traditional Chinese craftsmanship and business wisdom but also testimonies to the nation's evolving social and economic history. However, in the face of modernization and globalization, these venerable brands are facing unprecedented challenges, necessitating urgent measures for their preservation and revitalization.The significance of protecting China's time-honored brands lies in their cultural and economic value. Culturally, these brands represent the essence oftraditional Chinese culture, embodying the wisdom and creativity of generations of craftsmen and entrepreneurs. They are living museums that tell the stories of China's past and present, connecting the nation's rich heritagewith its future development. Economically, these brandsoften possess significant brand equity and consumer loyalty,representing a valuable asset for the country's economic growth and international competitiveness.Unfortunately, many of these time-honored brands are struggling to survive in the modern marketplace. Competition from international brands and the emergence of new consumer trends have eroded their market share. At the same time, the aging of the workforce and the lack of successors to carry on the traditional crafts and business models are threatening their sustainability. Moreover, the lack of modern marketing strategies and branding awareness has hindered their ability to attract younger consumers. To address these challenges, several strategies can be employed to protect and revitalize China's time-honored brands. Firstly, government support is crucial. Policies can be implemented to provide financial assistance, tax incentives, and other forms of support to encourage the preservation and innovation of these brands. Secondly, education and training programs can be developed to cultivate a new generation of craftsmen and entrepreneurs who are passionate about carrying on the tradition. Additionally, collaboration with research institutions anddesign studios can help inject fresh ideas and contemporary designs into these brands, making them more appealing to modern consumers.Moreover, the utilization of modern marketing techniques and digital platforms is essential for expanding the reach and visibility of these brands. Social media, e-commerce, and other digital channels can be leveraged to connect with younger consumers, promote brand awareness, and create a sense of excitement and relevance around these traditional brands.In conclusion, the protection and revitalization of China's time-honored brands are not only necessary for preserving the nation's cultural heritage but also vitalfor promoting economic growth and enhancing international competitiveness. Through a combination of government support, educational efforts, innovative collaborations, and modern marketing techniques, we can ensure that these venerable brands continue to thrive and inspire future generations.**保护中华老字号**在中国博大精深的文化景观中，有一种独特且不可替代的宝藏脱颖而出：那就是中华老字号。
4A广告英语术语全解
4A广告英语术语全解态度attitude品牌兴趣brand interest品牌忠诚brand loyalty企业市场business markets影响中心centers of influence有意劝服路径central route to persuation认知cognition消费行为consumer behavior消费者决策过程consumer decision making p rocess消费者市场consumer markets文化culture现有顾客current customers详尽可能性模型Elaboration Likelihood Model环境因素environment选择评估evaluation of alternatives评估标准evaluative criteria参考组evoked set交换exchange政府市场government markets习惯habit需要层次hierachy of needs工业市场industrial markets信息性动机informational motives人际影响interpersonal influences 认知learning市场market卖主marketers营销marketing大脑档案mental files动机motivation需要needs被动生成动机negatively originated motives 非人员影响nonpersonal influences市场细分market segmentation营销组合marketing mix成熟期maturity stage全国性品牌national brand网络营销network marketing非人员传播nonpersonal communication人员型服务people-based service显性差异perceptible differences人员传播personal communication定位position价格因素price element初级需求primary demand首要需求趋势primary demand trend私家品牌private label产品概念product concept产品因素product element产品生命周期product life cycle消费心态细分psychographic segmentation消费心态psychographic宣传publicity拉pull拉式战略pull strategy购买时机purchase occasion推入push推式战略push strategy转销商reseller销售推广sales promotion选择性需求selective demand选择性分销selective distribution服务service特别事件special events标准工业分类代码Standard Industrial Classifi cation Codes目标市场target market目标营销过程target marketing process广告调查advertising research态度测试attitude tests中心场所测试central location tests混杂测试clutter tests直接提问法direct questioning试验法experimental method 小组讨论focus group正试调查formal research成见效应halo effect深度访问in-depth interview非正式/试调查informal research查询测试inquiry tests深度调查技术intensive techniques营销信息系统marketing information system, MIS营销调查marketing research市场markets媒介种类media class媒介调查media research媒介细分media subclass媒介单位media units媒介载体media vehicles产品merchandise讯息message动机motives非概率抽样nonprobability samples观察法observation method事后测试posttesting事前测试pretesting初级信息primary data投射法projective techniques定性调查qualitative research定量调查quantitative research随机概率抽样random probability samples全面服务公司fullservice advertising agency普通消费者广告公司general consumer agen cy全球性卖主global marketers集团式group system横向联合广告horizontal cooperative advertisi ng专属广告公司in-house agency奖励制incentive system独立制作社independent production house独立调查公司independent research compan y机构广告institutional advertising整合营销传播integrated marketing communic ations互联广告公司interactive agency国际广告公司international agency国际媒介international media国际化架构international structure地方性广告local advertising地方广告公司local agency维持期maintenance stage经营总监management supervisors差价markup媒介购买公司media-buying service媒介代理费media commission 跨国公司multinational corporations全国性广告主national advertiser全国性广告公司national agency户外广告outdoor advertising关系预备期prerelationship stage印刷媒介print media产品广告product advertising区域性广告主regional advertiser区域性广告公司regional agency常规价格广告regular.price-line advertising截留费制retainer system减价广告sale advertising销售推广部sales promotion department专利patent隐私权privacy rights夸大puffery社会责任social responsibility潜意识广告subliminal advertising证据substantiation证实testimonials商标trademark不正当广告unfair advertising美国专利与商标署U.S.Patent and Trademark Office行为广告action advertising实际消费者actual consumer农业广告agricultural advertising自传式讯息autobiographical message知晓广告awareness advertising品牌术branding工商广告business advertising企业对企业广告business-to-business advertis ing渠道channel辅助材料collateral materials消费者广告consumer advertising消费者consumer译码decode直接反应广告direct-response advertising戏剧式讯息drama message编码encode农场广告farm advertising反馈feedback全球性广告global advertising观点ideas形象广告image advertising预定消费者implied consumer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community 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 adv ertising营销公关marketing public relation暴露值exposure value市场、资金、媒介、组合、方法Ms起伏式flighting schedule频次frequency总印象gross impressions毛评点gross rating points市场markets组合mechanics媒介media媒介策划media planning媒介载体media vehicles讯息力度message weight方法methodology组合媒介法mixed-media approach资金money驱动值motivation value看见机会opportunity to see脉冲式pulsing schedule视听率rating到达率reach每册读者数readers per copy近期策划recency planning路障式roadblocking外溢媒介spillover media增效效应synergy电视户television households舆论领袖opinion leader集团买主organizational buyers感知perception感知过滤perceptual screens无意劝服路径periphial route to persuasion 个人过程personal processes劝服persuasion生理过滤physiological screens主动生成动机positively originated motives 购后失调学说postpurchase dissonance购后评估postpurchase evaluation潜在顾客prospective customers 心理过滤psychological screens参照人群reference groups经销商市场reseller markets选择性感知selective perception自我意识self-concept社会阶层social classes刺激stimulus亚文化subculture认知失调学说theory of cognitive dissonance 转换性动机transformational motives国际市场transnational markets效用utility欲望wants地理人口细分geodemographic segmentation 地理细分geographic segmentation成长期growth stage隐性差异hidden differenees独立品牌individual brand诱导性差异induced differences密集分销intensive distribution引入期introductory phase特许品牌licensed brand电话营销telemarketing使用率usage rates用户身份user status垂直营销体系vertical marketing system用量细分volume segmentation广告讯息advertising message广告计划advertising plan广告战略advertising strategy自下而上式营销bottom-up marketing传播媒介communiciations media企业目标corporate objectives创意组合creative mix试验调查法empirical research method整合营销传播integrated marketing communic ation顾客终身价值lifetime customer value营销目标marketing objectives营销计划marketing plan营销战略marketing strategy需求一满足式目标need-satisfying objectives 目标/任务法objective/task method销售百分比法percentage-of -sales method 产品概念product concept关系营销relationship marketing销售定向式目标sales-target objectives市场份额法/广告份额法share-of-market/share -of-voice method形势分析situation analysis利益相关者stakeholderSWOT分析（优势、弱势、机遇与威胁）stren gth/weakness/opportunity/threat analysis 战术tacics目标受众target-audience自上而下式营销top-down marketing回忆测试recall tests信度reliability销售测试sales tests样本sample样本单位sample units二级信息secondary data全面调查survey试验市场test market通用产品代码universal product code母体universe效度validity广告代理公司advertising agency艺术指导art directors美术工作室art studios全国性广告主协会ANA品牌经理brand manager企业对企业广告公司business-to-business ag ency集中式广告部centralized advertising departm ent分类广告classified advertising清仓广告clearance advertising联合广告cooperative advertising文案copy文案人员copywriter创意工作室creative boutique创意总监creative director分散式体制decentralized system部门式departmental system发展期development stage数字互联媒介digital interactive media直邮广告direct-mail advertising电子媒介electronic media手续费——代理费混合制fee-commission com bination推测性提案speculative presentation直接费制straight-fee system下游公司supplier终结期termination stage交通广告transit advertising纵向联合广告vertical cooperative advertising 网络设计社Web design house明确表示affirmative disclosure美国广告联盟AAF美国广告公司协会AAAA全国性广告主协会ANA商业促进局BBB停止/中止令cease-and-desist order比较广告comparative advertising服罪判决书consent decree 消费者保护团体consumer advocate消费者信息网络consumer information networ ks消费者保护主义consumerism版权copyright更正广告corrective advertising欺骗性广告deceptive advertising推荐endorsements道德广告ethical advertising联邦通讯委员会FCC联邦贸易委员会FTC食品与药品管理局FDA知识产权intellectual property长期宏观论long-term macro arguments全国广告处NAD国家广告审查局NARB国家广告审查委员会NARC非产品事实nonproduct facts营养标识与教育法Nutritional Labeling and E ducation Act工业时期industrial age工业化时期industrializing age国际广告international advertising地方性广告local advertising营销传播marketing communications营销公关marketing PR媒介medium讯息message叙述式讯息narrative message全国性广告national advertising噪音noise非商业广告noncommercial advertising非产品广告nonproduct advertising人员销售personal selling后工业时期postindustrial age前工业化时期preindustrial age产品广告product advertising专业广告professional advertising公共关系public relations公共关系活动public relations activities公共关系广告public relations advertising 受众receiver区域性广告regional advertising常规价格广告regular price-line advertising 零售广告retail advertising销售推广sales promotion信源source广告主/出资人sponsor资助性消费者sponsorial consumers目标受众target audience目标市场target market贸易广告trade advertising 社论式广告advertorial广告英语术语——销售用语广告津贴advertising allowance回购津贴buyback allowance目录catalog减价促销cents-off promotion套装赠送combination offer公司大会与经销商聚会company conventions & dealer meetings消费者销售推广consumer sales promotion竞赛contest联合广告cooperative/co-op advertising优惠券coupons顾客终身价值customer lifetime value数据进入data access数据管理data management数据库database数据库营销database marketing直接营销direct marketing直接反应广告direct-response advertising直接销售战略direct-sales strategy直接销售direct selling陈列津贴display allowance易地销售diverting电子优惠券electronic coupons提前购买forward buying广告插页free-standing inserts游戏game店内样品试用in-store sampling联络媒介linkage media人员销售personal selling售点材料point-of-purchase materials 什锦袋装样品polybagging 奖品premiums拉式战略pull strategy推销奖金push money/spiffs 推式战略push strategy原文已完。
牌号的单词
牌号的单词单词：brand1. 定义与释义1.1词性：名词、动词1.2释义：作为名词时，指商标、牌子，是用于识别一个或一群卖主的商品或劳务的名称、术语、象征、记号或设计及其组合。
作为动词时，意为打烙印于、加污名于、铭刻。
1.3英文解释：As a noun, it refers to a name, term, symbol, design, orbination thereof used to identify the goods or services of one or more sellers. As a verb, it means to mark with a hot iron, stigmatize, or engrave.1.4相关词汇：trademark（同义词，商标）、label（近义词，标签）、branding（派生词，品牌塑造）2. 起源与背景2.1词源：该词源于古英语“brand”，原意为“燃烧的木头、火炬”，后来演变为指通过烙印来标记家畜等，进而表示标记商品的品牌。
2.2趣闻：在古代，很多农场主会给自己的牲畜打上独特的烙印（brand），这些烙印就像是最早的品牌标识，用于区分自家的牲畜和别家的。
随着商业的发展，这种标记的概念就延伸到了商品上，于是就有了现代意义上的品牌。
3. 常用搭配与短语3.1短语：- brand loyalty：品牌忠诚度例句：Thepany has a high level of brand loyalty among its customers.翻译：这家公司在其顾客中有很高的品牌忠诚度。
- brand image：品牌形象例句：A good brand image can attract more consumers.翻译：一个好的品牌形象能吸引更多消费者。
- brand awareness：品牌知名度例句：We need to increase brand awareness through advertising.翻译：我们需要通过广告来提高品牌知名度。