问题描述：
品牌发展战略英文文献
急求一篇关于品牌发展战略的英文文献,要求是英文文献和翻译,字数限定为2500字,
还有一个重要的事，中文翻译，还有就是英文文献的出处！
急求一篇关于品牌发展战略的英文文献,要求是英文文献和翻译,字数限定为2500字,
还有一个重要的事，中文翻译，还有就是英文文献的出处！
问题解答：
我来补答
wikipedia "brand" "marketing strategies"
请到 维基百科 搜寻 "brand" "marketing strategies"
中英文材料 都有
再贴多一点就不让贴了.
A brand is a collection of experiences and associations connected with a service, a person or any other entity.
Brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies"
Concepts
Some 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 brand experience. The psychological aspect, sometimes referred to as the brand image, 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 experience, 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 owner 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 inherently extremely cheap to make. This concept, known as creating value, essentially consists of manipulating the projected image of the product so 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 comprises 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 dollars for a box of breakfast cereal that contains a few cents' worth of wheat.
A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. 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 Disney's "signature" logo), which it used in the logo for go.com.
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 higher 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.
Brand name
The 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 as 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 Kellogg's.
Brand names will fall into one of three spectrum's of use - Descriptive, Associative or Freestanding.
Descriptive brand names assist in describing the distinguishable selling point(s) of the product to the customer (eg Snap Crackle & Pop or Bitter Lemon).
Associative brand names provide the customer with an associated word for what the product promises to do or be (e.g. Walkman, Sensodyne or Natrel)
Finally, Freestanding brand names have no links or ties to either descriptions or associations of use. (eg Mars Bar or Pantene)
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-Aid or Kleenex, which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively.
Brand identity
A product identity, or Brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service. The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors.
Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a products brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Therefore, brand associations become handy to check the consumer's perception of the brand.
品牌包括名称、徽标、口号和／或关联产品、服务、城市或公众人物的设计企划.
「品牌」不是「商标」.「品牌」指的是产品或服务的象徵.而符号性的识别标记,指的是「商标」.品牌所涵盖的领域,则必须包括商誉、产品、企业文化以及整体营运的管理.因此,brand 不是单薄的象徵,乃是一个企业总体竞争,或企业竞争力的总和.品牌不单包括「名称」、「徽标」还扩及系列的平面视觉体系,甚至立体视觉体系.但一般常将其窄化为在人的意识中围绕在产品或服务的系列意识与预期,成为一种抽象的形象标志.甚至将品牌与特定商标划上等号.
人们从品牌的经验因素上辨别一个品牌的心理因素.经验因素通常由品牌的使用经验构成,心理因素则由品牌的形象,即由与产品或服务相关联的一切信息和预期所创建的符号性的标识.
品牌的意义： Philip Kotler 行销管理大师说：品牌的意义在於企业的骄傲与优势,当公司成立后,品牌力就因为服务或品质,形成无形的商业定位.
品牌首先是独占性的商业符号,也就是商标 然后,这一符号需要被人所认知,也就是具有意义.
历史
市场上品牌的概念起源於 19 世纪包装零售商品的出现,工业化将很多家庭产品,以肥皂为例,转移到当地的工厂生产.工厂大批量生产,同时需要将产品向更广阔的市场,向那些只熟悉其本地产品的消费者销售.但工厂很快发现,一些普通包装的外来产品无法和本地产品竞争,於是他们试图使市场相信自己的产品可以与本地产品同样被信任.
品牌权益
Kevin Lane Keller 认为品牌权益来自品牌行销效果,该效果则视消费者具有的品牌知识而定.品牌知识的来源是由品牌知名度及品牌形象所形成的联想网路记忆模式为主,运用品牌联想网度可以提升品牌知名度及品牌形象.
请到 维基百科 搜寻 "brand" "marketing strategies"
中英文材料 都有
再贴多一点就不让贴了.
A brand is a collection of experiences and associations connected with a service, a person or any other entity.
Brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies"
Concepts
Some 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 brand experience. The psychological aspect, sometimes referred to as the brand image, 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 experience, 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 owner 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 inherently extremely cheap to make. This concept, known as creating value, essentially consists of manipulating the projected image of the product so 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 comprises 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 dollars for a box of breakfast cereal that contains a few cents' worth of wheat.
A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. 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 Disney's "signature" logo), which it used in the logo for go.com.
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 higher 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.
Brand name
The 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 as 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 Kellogg's.
Brand names will fall into one of three spectrum's of use - Descriptive, Associative or Freestanding.
Descriptive brand names assist in describing the distinguishable selling point(s) of the product to the customer (eg Snap Crackle & Pop or Bitter Lemon).
Associative brand names provide the customer with an associated word for what the product promises to do or be (e.g. Walkman, Sensodyne or Natrel)
Finally, Freestanding brand names have no links or ties to either descriptions or associations of use. (eg Mars Bar or Pantene)
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-Aid or Kleenex, which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively.
Brand identity
A product identity, or Brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service. The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors.
Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a products brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Therefore, brand associations become handy to check the consumer's perception of the brand.
品牌包括名称、徽标、口号和／或关联产品、服务、城市或公众人物的设计企划.
「品牌」不是「商标」.「品牌」指的是产品或服务的象徵.而符号性的识别标记,指的是「商标」.品牌所涵盖的领域,则必须包括商誉、产品、企业文化以及整体营运的管理.因此,brand 不是单薄的象徵,乃是一个企业总体竞争,或企业竞争力的总和.品牌不单包括「名称」、「徽标」还扩及系列的平面视觉体系,甚至立体视觉体系.但一般常将其窄化为在人的意识中围绕在产品或服务的系列意识与预期,成为一种抽象的形象标志.甚至将品牌与特定商标划上等号.
人们从品牌的经验因素上辨别一个品牌的心理因素.经验因素通常由品牌的使用经验构成,心理因素则由品牌的形象,即由与产品或服务相关联的一切信息和预期所创建的符号性的标识.
品牌的意义： Philip Kotler 行销管理大师说：品牌的意义在於企业的骄傲与优势,当公司成立后,品牌力就因为服务或品质,形成无形的商业定位.
品牌首先是独占性的商业符号,也就是商标 然后,这一符号需要被人所认知,也就是具有意义.
历史
市场上品牌的概念起源於 19 世纪包装零售商品的出现,工业化将很多家庭产品,以肥皂为例,转移到当地的工厂生产.工厂大批量生产,同时需要将产品向更广阔的市场,向那些只熟悉其本地产品的消费者销售.但工厂很快发现,一些普通包装的外来产品无法和本地产品竞争,於是他们试图使市场相信自己的产品可以与本地产品同样被信任.
品牌权益
Kevin Lane Keller 认为品牌权益来自品牌行销效果,该效果则视消费者具有的品牌知识而定.品牌知识的来源是由品牌知名度及品牌形象所形成的联想网路记忆模式为主,运用品牌联想网度可以提升品牌知名度及品牌形象.
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