独特的品牌战略外文翻译.docx

独特的品牌战略外文翻译.docx

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独特的品牌战略外文翻译

外文翻译

原文

Strategiesfordistinctivebrands

MaterialSource:

JournalofBrandManagementAuthor:

JudithLynneZaichkowsky

ABSTRACTBrandidentitycomplementsbrandequityanditformsanimportantpartofthestrategicmanagementofbrands.Identityelementsincludeawell-knownbrandname,logo,fonttype,symbols,colour,shape,aswellasuniqueproductandbenefitdescriptions.Thesedifferentelementscancontributetodistinctconsumerperceptionsofvariousbrandsinthemarketplaceandhelptodifferentiatebrandsfromcompetitors.Brandmanagersneedtostartwithavisionofwhattheywanttheirbrandtorepresentandthenusetheappropriateidentityelementstobuildthebrand.Somebrandidentitycomponentsmaybeinfluentialtochoiceatthesubconsciouslevelofconsumers,andthereforetheunderstandingofindividualpsychologicalprocessesofperceptionandsocialmeaningisrequiredbybrandmanagers.

Keywords:

brandequity;brandidentity;logos;brandnames;packaging

INTRODUCTION

Muchliteratureintheareaofbrandinghasfocusedonbrandequityanditsimportancetostrongbrands.Althougheveryoneagreesthatunderstandingandcreatingbrandequityisessentialformarketing,verylittleacademicattentionispaidtounderstandingtheimportanceofbrandidentityanditsrelationtobrandequityandbrandmanagement.Brandidentityisthevisualpictureandmeaningderivedfromthevisualimpactofthebrand.Fortheconsumertoidentifybrandswiththeirrespectivemanufacturers,thebrandsmustbesoldwithdistinctivefeaturessuppliedbythatparticularmanufacturer.Stronganduniquelinkstoonesourceiswhatcomplementsandprotectsbrandsfrombeinginterchangeableinthemarketplace.

Branddifferentiation,oridentity,maybeachievedthroughawell-knownbrandname,logo,typeface,symbol,colour,shape,distinctivedesignofthepackageorproduct,aswellasproductbenefitdescriptionsknownasuniquesellingpoints（USPs）.Brandidentityisanimportantcomponentandcomplementtothebrandequitymodel,andisnotthesameasbrandequity.Brandidentitymayhavenothingtodowiththemoreabstractbrandassociationsofawarenessandloyalty,butithasalottodowiththeconsumer’sperceptionofthebrandanditsattributes,eitherrealorimagined.Theseperceptionsmayshapethemoreaffectiveandemotionallinkstoabrand,aswellassecondarylinkstoproductquality.

AphrasemadefamousbyWalterLandorcanbesummarizedas,‘Productsareproducedinthefactory,butbrandsareproducedinthemindsoftheconsumer’.Thisistruebecausethecostsofbranddifferentiationareintheinitialstagesandadditionaldollarsspentonproductionandmarketing,whichmaynotberelatedtothequalityornecessarybenefitsoftheproduct.TakeGreyGoose®Vodka,forexample,arelativelyrecententranttotheUSvodkamarket.Here,anunknownbrandwaselevatedtointernationalluxurystatusbylinkingitselftoFrance,homeoftheluxurygoodsmarket,andbytellingpeople,throughadvertising,thatGreyGooseVodkatastesbetterthanothervodkas.Francehasnohistoryorexpertiseinproducingvodka.AdvertisingstatingexpertsratedGreyGooseasthenumberonetastingvodkaintheworldprovidedaUSP,throughconcreteinformationforconsumerdecisionmaking.ThisisaverygoodexampleofaperceivedUSPbecausevodkaisrarelyconsumed‘pure’,itisusuallymixedwithsodapop,fruitjuices,vermouth,olives,orangeslicesandsoon.Howonecouldreally‘taste’vodkainanaturalconsumersetting,toapointwhereatruedifferentiationcanbemade,isquitebeyondrationalreason.However,demandforGreyGooseVodkaskyrocketedandthebrandwassubsequentlysoldtoBacardiforUS$2billion.ThisisanexampleofthemarketingskillofbranddifferentiationandpositioningbySidneyFrank,whothenturnedtothetequilaandwinemarketsattheageof85years.

Thepurposeofthisarticleistoreviewthevariouscomponentsofbrandnames,logos/symbols,typefaces,colours,shapes,andproduct-benefitdescriptionsthathelpcreatedistinctiveanddifferentiatedbrandsinthemindsofconsumers.Examplesaredrawnfromindustryandtheacademicliterature,whichattimesgoesfarbeyondmarketing,andincludedesignelementsandperceptualprocessing.Thegoalistoprovidebusinessesandbrandmanagerswiththeideaofanidentityprogrammethroughacoordinatedefforttorelateallofthevisibleelementsthatthebranduses.Theseincludebrandnames,logos/symbols,typeface,colours,shapesandproductbenefitdescriptionsusedinadvertising,package,productidentification,publications,letterheadsandwebsites.

BRANDNAMES

Asconsumersrelyheavilyonbrandnamestoidentifygoodsandservicesforpurchase,itisimportantforbrandownerstoselectanamethatisdistinctwhentheywanttheirbrandtostandoutinthemarketplace.Thekindofnameselectedforidentifyingone’sgoodsmightrangefromthefollowing:

（1）strongdistinctivecoinedlettercombinationsthathavenomeaningwhatsoever,forexample,ACCENTUREforbusinessconsulting;

（2）lessstronginherentlydistinctivewordsthathaveameaninginEnglishbuthavenoreferenceorrelationshiptothegoodsorservicesassociatedwiththemark,forexample,CRESTfortoothpaste;（3）relativelyweakinherentlydistinctivewordsthataresuggestiveratherthandescriptiveofthecharacterorqualityofthegoodsorservices,forexample,SUNKISTfororangesand（4）weakinherentlydistinctivewordsthatdescribe,butarguablydonotclearlydescribethecharacterorqualityofthegoodsorservicesassociatedwiththemark,forexample,GARDENFRESHforfrozenvegetables.

Thereissomeevidencethatconsumerjudgmentsassociatedwithdescriptiveversusnon-descriptivebrandnamesvarywiththeproductcategory.Forexample,lowinvolvementproducts,suchashouseholdcleaners,thathaddescriptivebrandnameswereconsistentlyratedashigherquality,moreeffective,morepositiveandmorelikelytobepurchasedthanthosebrandswithnon-descriptivenames.OnemightthinkofthesuccessoftheSWIFFERfloorcleanerfromProcterandGamble.ThenameSWIFFERisclosetosweepandswift.Theconsumereasilyinterpretsthenameasmeaningquickeasycleaning.Therefore,SWIFFERisagooddescriptivenameforthislow-involvementproductcategorybecausetheconsumerdoesnotwanttothinkaboutabrandchoicewithinaproductcategorythatcarrieslittleaffectandseemsunworthyofthetimespentonadecision.

Recently,researchershavefocusedonmorenuancedaspectsofbrandnamessuchasphoneticeffects,namingofbrandsbycolourandflavourandsemanticassociations.Subtleeffectsforconsumerperceptionsandchoicewerefoundforallofthesestudies.However,thesesamesubtleeffectsforbrandattitudesandperceptionsmightnotbefoundforsuchbrandnamesforhigh-involvementproducts（forexample,computers）.Forhigh-involvementproducts,consumerslookinitiallybeyondthebrandnameandfocusoninherentattributesthatarecentraltothequalityassessmentoftheproduct.Fortheseproducts,theconsumerwantsmoreinformationaboutthebrand,andwillthenevaluatethatinformationtoformbeliefsaboutthebrand.Therefore,brandnamesservedifferentpurposesforlow-andhigh-involvementproductcategories,especiallyfornewbrandswherenohistoryofthebrandnameexists.

Regardlessofthetypeofbrandnamethatisdesiredbythecompany,theobjectiveistohavethebrandnamelinkedtoonlythegoodsoftheownerofthename.Thisdistinctivenessisaccomplishedovertimethroughextensiveadvertisingwithqualityproducts,serviceandimagebuilding.

DEVELOPINGUNIQUEBRANDNAMES:

ACASESTUDYOFEXXON

Therearemanyconsultingcompaniesthatspecializeincreatingnewbrandnames.Someofthesefirmsareworldwide,charginghundredsofthousandsofdollarstodevelopbrandnames,whichwill‘work’globally.Theamountoftime,research,effortandmoneythatgoesintotheselectionofagoodbrandnameisdemonstratedbytheclassiccaseofStandardOil,NewJersey.StandardOilhadfourothercompanynamesatthistime（Esso;Enco;EnjayandHumble）andsoughtonlyonenametobuilditsidentity.Thecompany’sobjectivesweretoselectabrandnamethatwaseasilyidentifiedonaworldwidebasis,availableandappropriateforuseonawiderangeofproducts;wouldconveyadesirableimageforallaudiences;andwouldbefreefromlegalrestrictionsonusage.

Consumeranalysisandresearchsuggestedthatthenewnameshouldhavenomeaningatallandbeverysimple.Thesearchforanewnamebeganwithateamoflinguisticexperts,aleadinggraphicdesignfirm,abatteryoflawyersandacomputer.Thecomputersearchgenerated10000wordsoffourandfiveletters.Moreconsumerresearchandtestingreducedthenumberofnamesto234.TheCommitteethencutthatlistto16forfurthertesting.Sixnames,includingtwoexistingtrademarks（EncoandEnjay）,wereselectedforfinaltestingworldwidein56languagesthatarespokenbymorethan5millionpeople.Asaresult,thetwoexistingcompanynameswereeliminated:

Enco,whichmeant‘stalledcar’inJapanese,andEnjay,whichhadtranslationproblemsinChinese.EXXONbecametheclearchoiceforbothcompanyandbrandname.Theresearchindicatedthatitconveyedtheideaofalargeinternationalenterprise,andportrayedthepetroleumandchemicalbusinessinawaythatwassignificantlysuperiortoothers.EXXONiseasytopronounceandremember,andithasnomeaninginanylanguage.

BRANDNAMESFORINNOVATIVEPRODUCTS

Ifacompanyisfirstinthemarket,itcanreapprofitsbyhavingabrandsowellknownthatallothersimilarproductsbecomeknownb