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1、营销英语题型：翻译15*2判断对错5*2简答题6*5写作30Branding1&Branding2&BrandValueBrand:Mostcompaniesdecidetobrandtheirproductsorservicesbyusinganame,asymboloradesigntoidentifyitanddifferentiateitfromthecompetitiveset–thatis,rivalbrands.Abrandnameisthenamegiventoaproductorarangeofproducts–goodsofasimilartypeth
2、ataremarketedtogether.Thetrademarkisthelegalprotectionforthebrand.Abrandmanagerisresponsibleforbranding–creating,maintainingandbuildingabrand.Heorsheworksonallaspectsofthebrands.(Thebrandimage,thebrandessence,thebrandpromise,thebrandvision)Apremiumbrand溢价品牌Aneconomybrand经济品牌Anownbrand自有品牌
3、own-labelbrandorprivatelabelbrandAbrandleader品牌领导者thebest-sellingbrandAnobrand通用品牌，普通品牌genericbrandTheflagshipbrand旗舰品牌Co-branding联合品牌twobrandsworkingtogethertocreateanewproduct.Thebrandplatform(thebrandvision,thebrandpersonality,thebrandmission,thebrandtoneofvoice,thebrandvalues)Brandman
4、agementBrandstrategyBrandbehaviorBrandexperienceTotalbranding整体品牌建设Touchpoints接触点Thebrandstrategyshowshowthebrandwillmeetitsobjectivities.Itinfluencestheoverallbusinessstrategyofacompanytoensureconsistentbrandbehavior,meaningwhatthebranddoesandhowitactsinalladvertisingmedia,andconsistentb
5、randexperience-theexposureandinteractionaconsumerhaswiththebrand.Rebrand重塑品牌Stretchthebrand延伸品牌BrandextensionBrandpositioningEnhancethebrandUsingbrandleverage利用品牌杠杆MaintainingbrandequityBuildingbrandpreferenceBuildingbrandloyalty=brandretentionBuildingbrandawarenessBuildingbrandconsiderat
6、ionBrandvaluesarethecodebywhichthebrandlivesandoperates.Theyexpresshowthebrandwantstobeseenbyitsconsumers.Areaofexpertise专门领域strongheritage传统，继承Dynamic动态的，积极的，有活力的FreshnessModernityKnowledgeableaboutTrustworthiness可靠，依赖Outlook前途前景Simplicity简明Inspirational鼓舞人心的Luxury奢侈的，奢华的U19Marketsegment
7、ationMarketsegmentationidentifiesgroupsofbuyerswithinamarketwhosharesimilarneedsanddemonstratesimilarpurchasingbehavior.Demographics(age,sex,religionorethnicity,income,lifecycle)Psychographics(education,attitudesandopinions,lifestyle,thrifty)Targetasegment瞄准一个目标市场Cu
