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1、外文翻译原文StrategiesfordistinctivebrandsSource:JournalofBrandManagementAuthor:Zaichkowsky,JudithLynneINTRODUCTIONMuchliteratureintheareaofbrandinghasfocusedonbrandequityanditsimportancetostrongbrands.Althougheveryoneagreesthatunderstandingandcreatingbrandequityisessentialformarketing,ve
2、rylittleacademicattentionispaidtounderstandingtheimportanceofbrandidentityanditsrelationtobrandequityandbrandmanagement.Brandidentityisthevisualpictureandmeaningderivedfromthevisualimpactofthebrand.Fortheconsumertoidentifybrandswiththeirrespectivemanufacturers,thebrandsmustbesoldwit
3、hdistinctivefeaturessuppliedbythatparticularmanufacturer.Stronganduniquelinkstoonesourceiswhatcomplementsandprotectsbrandsfrombeinginter-changeableinthemarketplace.Thepurposeofthisarticleistoreviewthevariouscomponentsofbrandnames,logos/symbols,typefaces,colours,shapes,andproduct-ben
4、efitdescriptionsthathelpcreatedistinctiveanddifferentiatedbrandsinthemindsofconsumers.Examplesaredrawnfromindustryandtheacademicliterature,whichattimesgoesfarbeyondmarketing,andincludedesignelementsandperceptualprocessing.Thegoalistoprovidebusinessesandbrandmanagerswiththeideaofanid
5、entityprogrammethroughacoordinatedefforttorelateallofthevis-ibleelementsthatthebranduses.Theseincludebrandnames,logos/symbols,type-face,colours,shapesandproductbenefitdescriptionsusedinadvertising,package,productidentification,publications,letter-headsandwebsites.BRANDNAMESAsconsume
6、rsrelyheavilyonbrandnamestoidentifygoodsandservicesforpurchase,itisimportantforbrandownerstoselectanamethatisdistinctwhentheywanttheirbrandtostandoutinthemarketplace.Thekindofnameselectedforidentifyingone’sgoodsmightrangefromthefollowing:(1)strongdistinctivecoinedlettercombinationst
7、hathavenomeaningwhatsoever,forexample,ACCENTUREforbusinessconsulting;(2)lessstronginherentlydistinctivewordsthathaveameaninginEnglishbuthavenoreferenceorrelationshiptothegoodsorservicesassociatedwiththemark,forexample,CRESTfortoothpaste;(3)relativelyweakinherentlydistinctivewordstha
8、taresuggestiverathe
