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1、版本AA brand is a name, term, sign, symbol, design, or a combination of these, intended to identify the goods or services of a company or a group of companies. 品牌是一個名字、專有名詞、記號、象徵、設計、或是綜合以上的集合體，其目的是為了讓人了解公司的服務或公司團體所擁有的優點。Another purpose of a brand is to differentiate one company from another.其餘的功用則是為了與
2、其他不同的公司區分出來。The most important skill of professional marketer is the ability to create, maintain, protect, and enhance the brands of their product and services. 對於一個專業的市場商人而言，最重要的技巧是如何去發揮創意或是去維持、保護及增加品牌的產品與服務的利益。Branding has become so important that today hardly any company or product is without one
3、.品牌創造變的如此重要，以至於各個公司難以沒有它。Therefore, brand management is an increasingly important element in marketing.因此品牌的管理在商業中變成十分重要的元素。Termn. (1)期限 (2)學期 (3)專門名詞 (4)術語;(一般的)詞,名稱differentiate vt. (1)使有差異 (2)構成.間的差別(+from) (3)區別,區分;鑑別(+from)elementn. (1)元素 (2)要素 (3)成分Identifyvt. (1)確認;識別 (2)視.(與.)為同一事物(+with)Nev
4、er identify wealth with happinessMaintainvt. (1)維持 (2)保持 (3)使繼續enhance vt. 提高,增加Brand power refers to the relative strength of a companys brand in the minds of consumers, and can influence consumer choice of products. 提及品牌力量在消費者的心中，一個公司品牌的相關力量是能影響消費者對產品的選擇。Brands are powerful to the extent that they
5、 confer high brand loyalty and strong brand associations, name recognition, perceived quality, and other assets such as patents and trademarks to a company.品牌對於高品牌忠誠度,堅固的品牌聯盟,品名識別,品質,以及其他資產像是專利或是公司商標的影響是強而有力的 A strong brand can be one of a companys most important asset.強的商標可能是公司最重要的資產之一。Measuring th
6、e real value of a brand name is difficult, but according to one estimate, brand value of the following companies in US dollars is: $68 billion for Coca-Cola, $65 billion for Microsoft, $53 billion for IBM, $42 billion for GE, and $35 billion for Nokia.測量品牌的真正價值很困難，但是依照一個估計，在美國元的下列公司的商標價值是：六百八十億元對於可口
7、可樂，六百五十億元對於微軟，五百三十億元對於 IBM， 四百二十億元對於GE, 和對於諾基亞的為三百五十億元。refers to ph. (1)提到,談論 (2)與.關連 (3)參考,參照Dont refer to this matter again, please.請別再提這件事。relative a. (1)相對的,比較的Nothings fixed in this world; everything is relative.在這個世界上沒有什麼東西是固定不變的;一切都是相對的。(2)與.有關係的,相關的(+to)He asked me some questions relative to
8、 the subject.他問了我一些有關這個題目的問題。(3)成比例的,相應的(+to)Supply is relative to demand.供應是按需求而定的。extent n. (1)廣度,寬度;長度Standing on the top of the mountain, you can see the full extent of the forest.站在山頂上,你可以看到森林的全貌。(2)程度;限度;範圍To a certain extent, I am responsible for the delay.在一定程度上,我對拖延負有責任。Confer vt.give;grant
9、 (1)授予(學位等)(+on/upon) (2)給予,賦予vi. (1)商談,協商(+with/on)They conferred on the best way to expand business.他們商議擴展業務的最好方法。loyalty n. (名詞 noun) 忠誠;忠心(+to)The generals loyalty to the king never wavered. 將軍對國王的忠心從未動搖過。12 - association n. (名詞)(1)協會,公會,社團,聯盟 (2)聯合,結合;交往(+with) (3)聯想,聯想物Have you joined the teac
10、hers association? 你加入教師協會了嗎?I benefited much from my association with him. 我從跟他的交往中獲益匪淺。What association do you have with the color green? 綠色會使你產生什麼聯想?recognition n. (1)認出,識別;認識 (2)承認;確認;認可 (3)賞識;表彰;報償My recognition of the face was immediate. 我一下子就認出那張面孔了。recognition of a new state 承認一個新國家The chemis
11、t has won worldwide recognition. 那位化學家贏得舉世公認。perceived vt. (1)察覺;感知 +that (2)意識到;理解 I perceived a man enter the house. 我看到一個人走進這間房子。He gradually perceived that his parents had been right.他漸漸地了解到他的父母是對的。assets n. (1)財產,資產The bank has assets of over five million pounds.這家銀行有五百萬英鎊以上的資產。(2)寶貴的人材;有益的品質,才
12、能;有利條件Good health is a great asset. 健康的身體是一筆極大的財富。patent n. (1)專利;專利權Did you take out a patent on your design? 你是否取得一項設計的專利?(2)專利證書;專利品 (3)特徵a patent of intellectuality 知識分子的特徵trademark n. (1)商標Products bearing famous trademarks sell well. 標有名牌商標的產品暢銷。(2)(人或物的)標記,特徵Beautiful homes and gardens are tr
13、ademarks of the south.美麗的房屋和花園是南方的特徵。vt. (1)用商標標明 (2)給.的商標註冊;登記.作為商標estimate vt. (1)估計,估量 (2)評價;判斷n. (1)估計;估價;估計數The experts estimate is that the painting is worth one million. 專家估計這幅畫值一百萬元。(2)評價;判斷;看法My estimate of the situation is not so optimistic. 我對形勢的估計不那麼樂觀。High brand power provides a company
14、 with many competitive advantages .好品牌賦予一個公司很多競爭上的優勢，A powerful brand enjoys a high level of consumer brand awareness and loyalty. 一個有影響力的品牌可以得到顧客高程度的認同以及忠誠感。Because consumers expect stores to carry the brand, the company has more bargaining power when negotiating with retailers. 因為顧客都會期待店面是帶有品牌的，所以
15、當與零售商議價的時候公司有更多協議價錢的能力，And because the brand name brings high credibility, a company with a strong brand can more easily launch new products with the same brand name. 而且因為品牌名具有高度的可信性，所以一個強大的品牌可以更容易地推出相同品牌名的新產品。For example, Coca-Cola used its well-known brand name to introduce Diet Coke, and the Johnson & Johnson brand, originally known for its Johnson & Johnson Baby Shampoo, was later used to introd
