营销英语整理BY书评.docx

营销英语题型：翻译 15*2判断对错5*2简答题6*5写作30Branding 1 Branding2 Brand ValueBrand: Most companies decide to brand their products or services by using a name, a symbol or a design to identify it and differentiate it from the competitive set – that is, rival brands.A brand name is the name given to a product or a range of products – goods of a similar type that are marketed together.The trademark is the legal protection for the brand.A brand manager is responsible for branding – creating, maintaining and building a brand. He or she works on all aspects of the brands. (The brand image, the brand essence, the brand promise, the brand vision)A premium brand溢价品牌An economy brand 经济品牌An own brand自有品牌own-label brand or private label brandA brand leader品牌领导者 the best-selling brandA no brand通用品牌，普通品牌 generic brandThe flagship brand旗舰品牌Co-branding 联合品牌 two brands working together to create a new product.The brand platform (the brand vision, the brand personality, the brand mission, the brand tone of voice, the brand values)Brand managementBrand strategyBrand behaviorBrand experienceTotal branding整体品牌建设Touch points接触点The brand strategy shows how the brand will meet its objectivities. It influences the overall business strategy of a company to ensure consistent brand behavior, meaning what the brand does and how it acts in all advertising media, and consistent brand experience-the exposure and interaction a consumer has with the brand.Rebrand 重塑品牌Stretch the brand延伸品牌Brand extensionBrand positioningEnhance the brandUsing brand leverage利用品牌杠杆Maintaining brand equityBuilding brand preferenceBuilding brand loyalty = brand retentionBuilding brand awarenessBuilding brand considerationBrand values are the code by which the brand lives and operates. They express how the brand wants to be seen by its consumers.Area of expertise专门领域strong heritage传统，继承Dynamic 动态的，积极的，有活力的FreshnessModernityKnowledgeable aboutTrustworthiness 可靠，依赖Outlook前途前景Simplicity简明Inspirational鼓舞人心的Luxury奢侈的，奢华的U19 Market segmentat