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1、毕业论文中英翻译毕业论文中英翻译Brand050511 班班陈陈 露露20051235ConceptsConceptsSome people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brandbrand experienceexperience. The psychologi
2、cal aspect, sometimes referred to as the brandbrand imageimage, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.People engaged in branding seek to develop or align the expectations behind the brand e
3、xperience (see also brand promise), creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand own
4、er is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management.Careful brand management, supported by a cleverly crafted advertising campaign, can be highly successful in convincing consumers to pay remarkably high prices for products which are inheren
5、tly extremely cheap to make. This concept, known as creating value, essentially consists of manipulating the projected image of the product so that that the consumer sees the product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that compris
6、es an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution. Modern value- creation branding-and-advertising campaigns are highly successful at inducing consumers to pay, for example, 50 dollars for a T-shirt that cost a mere 50 cents to make, or 5 dolla
7、rs for a box of breakfast cereal that contains a few cents worth of wheat.A brand which is widely known in the marketplace acquires brandbrand recognitionrecognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said
8、 to have achieved brandbrand franchisefranchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disneys “signature“ logo), which
9、 it used in the logo for .Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command h
10、igher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.BrandBrand nam
11、enameThe brand name is often used interchangeably within “brand“, although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a “brand name“ constitutes a type of trademark, if the brand name exclusively identifies the brand owner a
12、s the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Ke
13、lloggs.The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer jeans. A brandnomer is a brand name that has colloquially become a generic term for a product or service, such as Band-Ai
14、d or Kleenex, which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively.BrandBrand identityidentityHow the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service. The brand owner will
15、 seek to bridge the gap between the brand image and the brand identity.2 Brand identity is fundamental to consumer recognition and symbolizes the brands differentiation from competitors.BrandingBranding approachesapproachesCompanyCompany namenameOften, especially in the industrial sector, it is just
16、 the companys name which is promoted (leading to one of the most powerful statements of “branding“; the saying, before the companys downgrading, “No one ever got fired for buying IBM“).In this case a very strong brand name (or company name) is made the vehicle for a range of products (for example, Mercedes-Benz or Black for example, many fashion and designer companies extended brands into fragrances, shoes and
