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2025-01-31 08:17本頁(yè)面
【正文】 each other, but one of the products has no associated branding (such as a generic, storebranded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner. Brand name The brand name is often used interchangeably within brand, although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a brand name constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the mercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. Advertising spokespersons have also bee part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg39。 畢業(yè)論文中英 翻譯 Brand 050511 班 陳 露 20211235 Concepts Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. People engaged in branding seek to develop or align the expectations behind the brand experience (see also brand promise), creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Careful brand management, supported by a cleverly crafted advertising campaign, can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make. This concept, known as creating value, essentially consists of manipulating the projected image of the product so that that the consumer sees the product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that prises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution. Modern valuecreation brandingandadvertising campaigns are highly successful at inducing consumers to pay, for example, 50 dollars for a Tshirt
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