品牌外文翻譯-其他專業(yè)(編輯修改稿)
2025-02-24 08:17 本頁面
【文章內(nèi)容簡介】 uter.[1] In the 2021 book, No Logo, attitude branding is described by Naomi Klein as a fetish strategy. A great brand raises the bar it adds a greater sense of purpose to the experience, whether it39。s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you39。re drinking really matters. Howard Schultz (president, ceo and chairman of Starbucks Nobrand branding Recently a number of panies have successfully pursued NoBrand strategies, examples include the Japanese pany Muji, which means No label, quality goods in English. Although there is a distinct Muji brand, Muji products are not branded. This nobrand strategy means that little is spent on advertisement or classical marketing and Muji39。s success is attributed to the wordofmouth, a simple shopping experience and the antibrand movement. Another brand which is thought to follow a nobrand strategy is American Apparel, which like Muji, does not brand its products.[3] [4] [5] Derived brands In this case the supplier of a key ponent, used by a number of suppliers of the endproduct, may wish to guarantee its own position by promoting that ponent as a brand in its own right. The most frequently quoted example is Intel, which secures its position in the PC market with the slogan Intel Inside. Brand extension The existing strong brand name can be used as a vehicle for new or modified products。 for example, many fashion and designer panies extended brands into fragrances, shoes and accessories, home textile, home decor, luggage, (sun) glasses, furniture, hotels, etc. Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a restaurant guide, Adidas and Puma to personal hygiene. Dunlop extended its brand from tires to other rubber products such as shoes, golf balls, tennis racquets and adhesives. There is a difference between brand extension and line extension. When CocaCola launched Diet Coke and Cherry Coke they stayed within the originating product category: nonalcoholic carbonated beverages. Procter amp。 Gamble (Pamp。G) did likewise extending its strong lines (such as Fairy Soap) into neighboring products (Fairy Liquid and Fairy Automatic) within the same category, dish washing detergents. Multibrands Alternatively, in a market that is fragmented amongst a number of brands a supplier can choose deliberately to launch totally new brands in apparent petition with its own existing strong brand (and often with identical product characteristics)。 simply to soak up some of the share of the market which will in any case go to minor brands. The rationale is that having 3 out of 12 brands in such a market will give a greater overall share than having 1 out of 10 (even if much of the share of these new brands is taken from
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