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Brand Marketing: It’s All in the Name 品牌营销，「名」不虚传

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I’m lounging in a leather chair with a view of a busy downtown intersection. Around me are trendy-looking people flipping through magazines, typing on laptops, or chatting with friends while sipping a cup of coffee. Where am I? Thanks to successful brand marketing, most people would probably guess not only a coffee shop, but specifically, Starbucks.

我躺在沙发椅上，眼前是市中心热闹的十字路口。我身旁衣着时髦的男女，有的在翻阅杂志，有的敲着笔记本电脑的键盘，或喝着咖啡与朋友闲聊。猜猜看我在什么地方？由于成功的品牌营销，大部分的人很可能不仅能猜出这是一家咖啡店，还能明确说出这是星巴克咖啡。

Brand marketing is a technique companies to make customers associate a product or service with their name or logo. The most successful companies have associations not only with their products or services, but also with a way of life. Starbucks customers, for example, associate the name not only with coffee, but also with the fashionable and upscale image of drinking it.

品牌营销是企业让消费者，将商品或服务与其所属的企业或商标联想在一起的营销方式。成功的企业品牌塑造不仅能让人联想到企业所生产的商品或其提供的服务，更能代表一种生活方式。举例来说，星巴克的顾客，不仅将星巴克联想到咖啡，还将喝咖啡和时尚及高雅的形象联想在一起。

Any good brand marketing strategy involved knowing at least two basic things: who you are selling to, and what they want. Then a company can begin building an image, rather than just a product, to sell to that market. A good example is that Nike uses famous athletes to endorse their shoes. Nike does more than just sell sports equipment. It sells the lifestyle of a dominant, self-assured athlete. In buying Nike products, consumers buy into the lifestyle. Nike’s logo, the Nike “swoosh” and their slogan “Just do it” are recognizable all over the world. “Just do it” is effective in the sports market, and has crossed over into other parts of everyday life.

任何好的品牌营销策略至少包含两项基本元素：销售对象及顾客需求。在定位这两项诉求之后，企业便可着手打造其形象来拓展客源市场，而非只是生产商品而已。耐吉以知名运动员为其品牌球鞋代言就是一项十分成功的案例。耐吉不仅销售运动器材，同时也推广一种全面主宰、自我肯定的运动员生活态度。当购买耐吉产品时，消费者也同时认同耐吉商品所代表的生活型态。耐吉的商标－耐吉勾勾及「做就对了」的广告标语已通行全球。「做就对了」在运动商场上奏效，也拓展到日常生活的其他层面。

Therefore, it’s easy to understand why brand marketing puts emphasis on the name. If people recognize a company name and link that name to a product, they are going to remember it. Once a customer identifies a brand name with more than just a product, brand marketing has truly taken hold.

因此，我们不难理解为何品牌营销往往将重点在商品名称的价值上。假如消费者能辨识企业名称，并将其名称与商品联想在一起，那么品牌便能在顾客心中留下深刻的印象。一旦顾客熟悉了该品牌而不只是其商品而已时，品牌营销的目的便达到了。

−by Barry Goertzen

Vocabulary

单词发音

trendy [ˋtrɛndɪ] adj. 时髦的；流行的

flip [flɪp] v. 翻阅[（+through）]

specifically [spɪˋsɪfɪk!ɪ] adv. 明确地﹐具体地﹐专门地

associate [əˋsoʃɪɪt] v. 使联合，使结合[+with]

logo [ˋlogo] n.〔公司或组织的〕标识﹐标志

strategy [ˋstrætədʒɪ] n. 策略

endorse [ɪnˋdɔrs] v. 为…做广告宣传; 代言

slogan [ˋslogən] n. 口号，标语

cross over 横[越]过

take hold 控制,占主导地位

More Information

单词发音

lounge [laʊndʒ] v.（懒洋洋地）倚，靠，躺

laptop [ˋlæptɑp] n.【计算机】膝上型轻便计算机

upscale [ˋʌp͵skel] adj. 高档的

self-assured [͵sɛlfəˋʃʊrd] adj. 有自信的

buy into【非正式】相信〔观点〕

swoosh [swuʃ] v.〔在空气中移动时〕发出哗哗声﹐嗖嗖作响

recognizable [ˋrɛkəg͵naɪzəb!] adj. 可辨认的，可识别的