BrandsVocabulary

Branding

品牌營銷

anadvertisingcampaignthatfocusesonintroducing,reintroducingorenforcingthebrandandbrandidentity.Vocabulary

Brandimage品牌形象

Thetotalofalltheimpressionstheconsumerreceivesfromthebrand.Theseincludeactualexperience,hearsayfromotherconsumers,packaging,name,thekindofstoreinwhichtheproductissold,advertising,andthetypesofpeopleseenusing,buyingorrecommendingthebrand.

Vocabulary

Brandequity品牌資產價值

Theaddedvaluethatabrandnamegivestoaproduct.Brandequityismorethanintrinsicvalueofaproduct,andencompassingeverythingthataconsumerthinks,feels,andknowsaboutabrand.Vocabulary

Brandawareness品牌認知度

realizationbyaconsumeroftheexistenceandavailabilityofaparticularproduct.Vocabulary

Brandloyalty品牌忠誠度

Theinclinationtocontinuebuyingthesamebrand.BrandrecognitionBrandpreferenceBrandinsistenceVocabulary

Brandstretching/extension

品牌延伸

Theapplicationofabrandbeyonditsinitialrangeofproducts,oroutsideofitscategory.Collectionn.1.

收集;收取,領取2.

收藏品,收集的東西3.

募集的款項,捐款4.

積聚物;集中在一起的人5.

作品集6.

（常為季節(jié)性推出的）系列時裝（或家用品）Therearetwocollectionsadayfromthisletter-box.這個信筒每天收信兩次。Thecollectionishousedinafinebuilding.這批收藏品存放在一座漂亮的房子里。Hisworkmatesmadeacollectionforhisleavingparty.他的同事為他的告別晚會募捐。Thisisanoddcollectionofpeople.這是一群稀奇古怪的人。exclusiveadj.1.

高級的,奢華的2.

專用的;獨家的3.

排外的；不愿接收新成員4.

排斥的；排他的5.

不包括；不算；除…外6.

排除其他一切的；專一的，全部的7.

絕無僅有的；惟一的8.

單獨的；獨享的，獨占的，獨有的9.

專售(或只經(jīng)營)高檔商品的；高級趣味的；新式的，時髦的；奢華的，高級的10.

(商品等)獨家經(jīng)營的n.1.

獨家新聞,獨家報道2.

專有物，獨占物3.

獨家經(jīng)營的產品(或項目、設計等)；專營權，專有權4.

孤傲的人5.

排外者Heoftengoestotheexclusiverestaurants.他經(jīng)常去高級飯館。ThisbathroomisforthePresident'sexclusiveuse.這間浴室是總統(tǒng)專用的。Thestoryisexclusivetothisnewspaper.這家報紙獨家報道這個材料。fakevt.1.

偽造,篡改,對…做手腳2.

仿造vt.&vi.1.

假裝n.1.

騙子2.

贗品adj.1.

假的,冒充的What

is

Brand?

Acombinationofalltheinformationconnectedwithaproductorservice.Abrandtypicallyincludesaname,logo,sign,symbol,designandothervisualelements,whichareusedtodifferentiateaproducer’sgoods/servicesfromcompetitors’.

Interbrand

creatingandmanagingbrandvalue

InterbrandwasfoundedinLondonin1974.Interbrandhelpsclientstoevaluate,createandmanagetheirbrandassets,with30officesin25countries.Startingup

WorkinPairs

Listsomeofyourfavoritebrandsandtellyourpartner:thereasonsyoulovethesebrands,andhowloyalareyoutothebrands?

Whatarethebenefitsofabrand?Ifyoudon’tbuybrandedgoods,why?LuxuryClothes’BrandsIntheWorldVideowatching:brandstory

TiffanyTheBestSourceforLevi's?OriginalJeans&AuthenticClothingforMen,WomenandKidsWeoffertransportsolutionstodemandingcustomersaroundtheworld.Ourbroadrangeof

trucks,

constructionequipment,andbusesarebuilttoworkforyou.

Listening

Abrandcanbeaname,atermorasymbol.Itisusedtodifferentiateaproductfromcompetitors’products.Thebrandsguaranteeacertainqualitylevel.Brandsshouldaddvaluetoproducts.It’sasynergyeffectwherebyoneplusoneequalsthree.Butcustomersmustbelievetheygetextravalueformoney.Listening

Individualbrand

uniquebrandnamethatidentifiesaspecificofferingwithinafirm’sproductlineandthatisnotgroupedunderafamilybrand;

Familybrand

brandnamethatidentifiesseveralrelatedproducts;CalvinKleinisoneoft