1、 外文翻译 原文 Strategies for distinctive brands Source : Journal of Brand Management Author: Zaichkowsky, Judith Lynne INTRODUCTION Much literature in the area of branding has focused on brand equity and its importance to strong brands. Although everyone agrees that understanding and creating brand equit
2、y is essential for marketing, very little academic attention is paid to understanding the importance of brand identity and its relation to brand equity and brand management. Brand identity is the visual picture and meaning derived from the visual impact of the brand. For the consumer to identify bra
3、nds with their respective manufacturers, the brands must be sold with distinctive features supplied by that particular manufacturer. Strong and unique links to one source is what complements and protects brands from being inter-changeable in the marketplace. The purpose of this article is to review
4、the various components of brand names, logos / symbols, typefaces, colours, shapes, and product-benefit descriptions that help create distinctive and differentiated brands in the minds of consumers. Examples are drawn from industry and the academic literature, which at times goes far beyond marketin
5、g, and include design elements and perceptual processing. The goal is to provide businesses and brand managers with the idea of an identity programme through a coordinated effort to relate all of the vis-ible elements that the brand uses. These include brand names, logos / symbols, type-face, colour
6、s, shapes and product benefit descriptions used in advertising, package, product identification, publications, letter-heads and websites. BRAND NAMES As consumers rely heavily on brand names to identify goods and services for purchase, it is important for brand owners to select a name that is distin
7、ct when they want their brand to stand out in the marketplace. The kind of name selected for identifying ones goods might range from the following: (1) strong distinctive coined letter combinations that have no meaning whatsoever, for example, ACCENTURE for business consulting; (2) less strong inher
8、ently distinctive words that have a meaning in English but have no reference or relationship to the goods or services associated with the mark, for example, CREST for toothpaste; (3) relatively weak inherently distinctive words that are suggestive rather than descriptive of the character or quality
9、of the goods or services, for example, SUNKIST for oranges and (4) weak inherently distinctive words that describe, but arguably do not clearly describe the character or quality of the goods or services associated with the mark, for example, GARDENFRESH for frozen vegetables. Recently, researchers h
10、ave focused on more nuanced aspects of brand names such as phonetic effects,naming of brands by colour and flavour and semantic associa-tions. Subtle effects for consumer percep-tions and choice were found for all of thesestudies. However, these same subtle effectsfor brand attitudes and perceptions
11、 might not be found for such brand names forhigh-involvement products(for example,computers).For high-involvement products, consumers look initially beyond thebrand name and focus on inherent attributesthat are central to the quality assessment ofthe product. For these products, the consumer wants m
12、ore information about the brand, and will then evaluate that informa-tion to form beliefs about the brand.Therefore, brand names serve different purposesfor low- and high-involvement productcategories, especially for new brands whereno history of the brand name exists. TYPEFACE / FONTS USED FOR THE
13、BRAND One aspect that seems so minor, but is extremely important, is the type of font used to represent the company name. NAME-IT is a company in California that creates a selection of names from which clients can choose to fit their marketing criteria. In Figure 1, the various names and fonts for a
14、 new caf (R)P are displayed. One can see that the choice of name and font seems to be unlimited, and the best choice to represent the brand might be a difficult decision. LOGOS Although brand names are central to the identity of the brand, the name itself may not be enough to be distinctive. The com
15、pany must also think about how that name is portrayed through its graphics or logo, as Coca-Cola has done. The attention to the design or logo portraying the brand name is extremely important in the global marketplace where the identity of the brand must transcend language and even alpha-bets. One o
16、f the worlds most famous logos is perhaps the NIKE swoosh. The simple elegant symbol was commissioned for a mere $ 35 when the company first started. The objective was to create something that represented speed and movement. One might say that abstractly it represents a wing on the running shoe. Not
17、 all businesses are that lucky at having the correct symbol signify their company. Eurobusiness published a very unscientific analysis of various logos in different product classes. They concluded that neither cost nor history was a barrier to greatness and that great logos had irresistible resonanc
18、e. The VOLKSWAGEN logo was deemed superior over the SKODA logo (autos); the SHELL oil (a scallop) over the YOKOS ogo (oil companies) and the ADIDAS ogo was preferred over the HENKEL (sportswear). BRAND IDENTITY THROUGH COLOUR One can think of colour and brands as the modern form of heraldry, where d
19、istinctively coloured emblems pertain to a specific individual, family or a community. The first coats of arms, which appeared on battle fields and at tournaments, needed to be seen from a distance. Therefore, bright and contrasting colours were used to help identify the bearer. All that was needed
20、by a warrior was a quick glance at a flag to reveal if the bearer was a friend or foe. Today, one can think of businesses and consumers using the same quick glances as she / he scans crowded store shelves for images of coloured logos for identification. Brands need to be identified with single manuf
21、acturers to distinguish themselves from competitors in the cluttered retail environment. Colours are remembered far more than shapes and they are the first point of identification of the brand. In summary, the company colour(s), whether in packaging or product make-up, is an easy cue to use to diffe
22、rentiate your brand from competitors. Combinations of colours are superior to a single colour for identity cation, because linking a single colour to a single manufacturers brand may be more difficult to protect as ones own and may be less identifiable to one origin. DIFFERENTIATION BY SHAPE Avoidin
23、g confusion by shape can be unrealistic in some markets and integral in others. Examples in which shape is standard and difficult to differentiate are cereal boxes, cracker boxes or pasta boxes. Cardboard boxes are important packaging for some products, and the square shape makes the package very ea
24、sy to display and stock. In these cases, the design and colour are even more critical to a distinctive identity than the shape of the package. PRODUCT-BENEFIT DESCRIPTIONS AND USPS Some brands for low-involvement cogni-tive products may be able to claim a USP in their brand name, for example 1000 FL
25、USHES (toilet bowl cleaner) or FIVE MINUTE RICE. Other low-involvement affective products may rely on the image of the brand name to be different, for example MIKES HARD LEMONADE or OBSESSION perfume. On the other hand, product benefit descriptions for high-involvement products need to be elaborated
26、 and have more facts, as the following case for diamonds illustrates. SUMMARY The major areas to be aware of in creating distinctive brands are as follows: 1. Brand names in a product class should be unique in terms of sound, pronun-ciation, spelling and meaning. Different types of names may be more
27、 appropriate for either low- or high-involvement product categories. A company should use the brand name preceding the name of the product category to reinforce the brand name to customers. 2. The type of font used needs to be congruent with the image of the brand and product category. Subtle differ
28、ences in font type can lead to increased perceptual fluency and can have subconscious effects in attitude towards the brand and choice. 3. Colour should be congruent throughout all the identity and marketing mix var-iables. Colour combinations are superior to single colours for brand identification.
29、 No more than three colours, and two dominant colours are best, otherwise no distinction is created. Furthermore, the protection of colour combinations in the courtroom is much easier than protection of a single colour. 4. Unique shapes of containers, packages or products help to create a distinctiv
30、e identity. These unique shapes might be best coupled, where possible, with distinctive coloured labels for identification. 译文 个性化品牌战略 资料来源 : 品牌管理文献 作者： 朱迪丝琳 摘要： 许多品牌领域的相关研究已经开始聚焦 在 品牌资产和品牌的重要性上。虽然很多人都认为品牌资产是市场的关键，但是很少的学术将目光转向品牌的特征及其与品牌资产、品牌管理的关系上来。品牌的个性是形象化的图片，是品牌形象化影响的起源，产家供应的产品 必须是个性鲜明的，因为消费者总是因其
31、各自的产家来辨认产品。独一无二是一种资源，它能补充和保护产品在多变的市场竞争中获得优势。 这篇文章的写作目的就是观察研究品牌的名称、字体、色彩、形状、产品价值说明的不同组成成分来帮助企业创造出在消费者头脑内个性化差异化的品牌。例子来自企业和学术界，有时远远超出市场：包括设计的元素和感性的认知过程，其目标是通过协调的努力为品牌管理者提供一种个性项目的方法来证明品牌所需的各成分之间的关系，这些成分包括品牌名称、品牌标识、字体、色彩、形状、品牌属性在广告、包装、产品市场化、信笺 及互联网中的运用。 品牌名称 由于消费者强烈的依赖于品牌名称去购买商品或服务，管理者若想使自己的产品在市场中具有竞争力必须
32、要选择一个独特的名称。选择品牌名称的范围可以是以下几个方面：（ 1）鲜明的字母组合但不具有内在意义，如埃森哲咨询公司。（ 2）有一般的单词组成有英文含义，但与商品和服务没有任何的关联，如佳洁士牙膏。（ 3） 固有的特色词相对薄弱， 暗示性的词而不是描述产品的特征和质量，如苏骑士汽水。（ 4）用虚词去描述，但没有 没有清楚地说明 产品的特征和质量，如 gardenfresh-冰冻蔬菜。 近年来， 研究人员集中 在更细微的方面，如品牌名称的语音效果 、 颜色和味道 、 语义 关联 。 许多研究发现这些与消费者感知、选择有微妙的关系， 然而，这些对品牌的态度和看法相同微妙的品牌名称 的 影响可能不会
33、被发现为高涉入产品，（例如，计算机）。对于高涉入产品，消费者期待的品牌名称之外，重点最初是内在属性质量评估 ， 对于这些产品，消费者希望有更多的关于品牌的信息，然后将评估这个信息来形成对 品牌的信赖 .因此 ，品牌服务于低收入和高参与度的产品类别不同的用途，尤其是在新品牌没有品牌名称的历史存在 得情况下 。 字体 一个方面是如此小，但非常重要的，是用来表示 公司名称 的 字体 。 NAME-IT是一家加利福尼亚的公司，其名称是 客户可以选择适合自己的营销标准 来制定的， 名称和字体选择似乎是无限的，而最好的选择，代表品牌可能是一个困难的决定。 品牌标识 尽管品牌名称是品牌的核心，但名称本身无法
34、充分表现品牌的个性。 该公司还必须考虑如何通过该名称或标识的图形描绘，像可口可乐那样 。如何设计或描绘产品名称在全球化的市场中极为重要，它胜过任何语言或符号。著名的耐克标识， 简单高雅的象征 是公司刚建立时花了 35 美分委托制作的，它 代表速度和运动。可以说， 是 一个抽象的跑鞋翼。 并不是所有的企业都很幸运能够找到适合的象征标识，欧元业务发表了对不同产品标识的非科学分析，他们的结论是一个好的标识是必须的，无论是成本和历史都是无法抵抗的。 大众汽车徽标被视为优于斯柯达标志（汽车），而壳牌石油 优于 YOKOS（石油公司） 、 阿迪达斯 比 HENKEL 受欢迎 （运动装）。 色彩 人们可以把
35、颜色和品牌作为纹章，标志颜色鲜明的 象征 属于一个特定的个人 、 家庭或社区的现代形式。武器的第一外衣， 在 战场，并在比赛 中 出现，需要从远处看。因此，明亮，对比色被用来帮助识别旗手。所有这一切是 对于 战士 而言 是一个标志，看一眼就 明 白 ，持有人是朋友还是敌人。今天，人们可以想到的企业和消费者使用相同的快速的目光，因为她 /他扫描拥挤的彩色标志图像识别商店的货架，以区别于在凌乱的零售环境的竞争者。颜色是远远超过形状记忆，他们都是该品牌标识的第一点。总之， 无论是包装或产品构成的颜色是区别于竞争者的一条重要的途径 。颜色组合均优于单一的颜色，因为链接到一个单一制造商的品牌可能更难以保
36、护作为自己的身份，可能是少到一个来源。 形状 通过形状可以避免对品牌的模糊，在一些市场中这是不现实的但却是必须的。例如谷物的盒子、饼干盒、面食盒的规格是难以区别的。 纸箱对包装和一些产品很实用，正方形容易摆放和储存。 在这种情况下，设计和色彩更关键的是比包 装 形状独特的身份。 产品的效益说明和独特的销售主张 低介入认知产品 名称 也许要求 品牌的销售 ， 例如 1000 冲洗 (马桶擦净剂 )或五周详米。 其他低介入产品也许依靠 品牌 不同的图象，例如麦克的坚硬柠檬水或 OBSESSION 香水。 另一方面 ，高介入产品的产品益处描述需要详尽阐述并且有更多事实。 总结： 1、品牌名称在声音、发音、拼写和意义上应该是独特的。名称的不同类型对于高参与或低参与产品的种类来说也许更适合。一个公司应该运用品牌 名称先于产品类别名称，以此来传达给顾客。 2、字体类型的使用应该和品牌图像、产品类别是全等的。字体的细微差别能导致感觉能力受到影响，并且在潜意识中对品牌选择的态度产生影响。 3、颜色应该和特性、市场混合变化是一致的。颜色的多重性组合比单一颜色更容易被辨认，三种颜色两种主色是最好的，原则个性化将不会被创造。再者，对多重颜色的保护比对单色更容易。 4、独特的容器、包装或产品的形状更能建立独特的品牌形象，这些形状加上个性化颜色可能是最佳的组合。
