Brand Names

　　品牌名称

　　Effective brand names are easy to pronounce, recognize, and remember.

　　好的品牌名称容易发音、辨别和记忆。

　　Short names such as Nike and Shell meet these requirements.

　　像耐克、壳牌之类的拼写较短的品牌名称就符合这些要求。

　　Marketers try to overcome the problem of easily mispronounced brand names by teaching consumers how to pronounce them correctly.

　　营销者们为了解决某些品牌名称容易读错的问题，特意教授消费者们如何正确地拼读这些品牌名称。

　　Global marketers face a particularly acute problem in selecting brand names: an excellent brand name in one country may prove disastrous in another.

　　国际营销者们在选择品牌名称时通常会遇到一个棘手的问题：在某一国家是优秀的品牌名称在另一国却可能是糟透的名称。

　　Firms marketing a product in many countries must decide whether to use a single brand name universally or tailor the name to individual countries.

　　产品销往多个国家的公司必须决定是统一使用一个品牌还是在不同国家使用不同的品牌名称。

　　Because of differences in language and culture, some firms create brand names to fit local markets.

　　因为语言和文化的差异，一些公司为符合当地市场的情况而采用不同的品牌名称。

　　In eastern Europe the Yellow Pages telephone directory is called the Golden Pages to connote an image of quality.

　　在东欧国家，“黄页”电话号码薄被称为“金页”，这传达给了顾客高质量的品牌形象。

　　Brand names should also give buyers the correct connotation of the product’s image.

　　品牌名称还必须使购买者对产品形象有一个正确地认识。

　　Specialized Bicycles carry the image of champion bicyclists.

　　美国著名高级运动自行车品牌“Specialized Bicycles”让人联想到冠军车手的形象。

　　VISA suggests a credit card with global use.

　　VISA则表明这是一种可全球通用的信用卡。

　　The brand name must also be legally protectable.

　　品牌名称还必须是法律可以保护的。

　　The Lanham Act of 1946 states registered trademarks must not contain word or phrases in general use, such as automobile or suntan lotion.

　　1946年得《兰哈姆法》规定，注册的商标不能包含如汽车或防晒霜之类通用的字眼或短语。

　　These generic words actually describe a particular type of product and cannot be granted exclusively to any company.

　　通用的词语是某一类产品的统称而不能作为公司产品的唯一商标名称。

　　It is becoming more difficult for companies to coin effective brand names, due to the multitude of competitors who are rushing to find brand names for their own products.

　　公司要取一个好的品牌名称现在变得越来越难了，这是因为众多的竞争者都迫不及待地要为他们的产品寻找好的品牌名称。

　　Some companies register names even if they don’t yet have products to fit them in order to stop competitors from using them.

　　有些公司甚至还在未生产出产品时就为其注册了名称，为的是防止竞争者使用同样的名称。

　　This forces firms to spend more time and money finding effective brand names that are still available.

　　这种情况使得公司花越来越多的时间和金钱寻找好的品牌名称。

　　PART ONE: INTERVIEW

　　(1) Are you influenced by brands when you choose products or services?(Why?/Why not?)

　　当你选择产品或服务时是否会受到品牌的影响?(为什么?)

　　Yes, I always choose products or services of well-known brands. I think they are of better quality than those of unknown brands, furthermore, they can offer better aftersales service.

　　(2) Would you consider buying a new brand of product newly introduced to the market?(Why?/Why not?)

　　你会购买刚刚进入市场的新品牌产品吗?(为什么?)

　　I would. Products of a new brand may be technologically advanced since they are newly developed, what’s more, they are usually at lower prices than those of well-known brands.

　　(3) What do you think a company should do to create brand awareness for a new brand?

　　你认为公司为建立新品牌的品牌意识应做些什么?

　　I think the company can launch an advertising campaign, put ads on television or with other media, besides, it can also offer free samples or discounts or coupons etc. once consumers have used it or have seen it advertised, it moves from the unknown to the known brand.

　　(4) Do you think brand equity provides a competitive advantage for a company?

　　你认为品牌权益能使公司处于竞争优势吗?(为什么?)

　　Yes, because people are more likely to buy a product that carries a respected, well-known brand name.

　　PART TWO: Mini-presentation

　　What is important when…?

　　Choosing household appliances 选择家用电器时应注意哪些要点?

　　l Brand names 品牌

　　l Technology 所有的技术

　　l

　　Brand names are very important in choosing household appliances, because well-known brand names signal high quality. Apart from this, they may offer better after-sales services and may be more reliable and user-friendly. We use household applicances every day, and they generally cost us a lot of money, of course, we would like to buy good products.

　　It is also important to see whether state-of-the-art technology is employed in producing the household applicances. The household applicances you choose should reflect the newest development of technology in that field, such household appliances may be safer and may work better.

　　In addition, price is also important, for many consumers, price is the top consideration in the buying decision, prices of same products produced by different companies vary a lot. It is reasonable to choose a product which offers good value for money.

　　在选择家用电器时品牌很重要，因为家喻户晓的品牌意味着高质量。除了这点，他们能够提供良好的售后服务而且可能更可靠，使用户更方便。我们每天都要使用家用电器，这些家用电器通常都会花费我们很多钱，当然我们希望购买优秀的产品。

　　在选择家用电器时看一下是否是最新的技术也很重要。你选择的家用电器应该反映其技术在这一领域的最新发展，这种家用电器使用是来更安全也更有效率。

　　除此之外，价格也很重要，对许多消费者来说，价格是做购买决定时首先要考虑的因素，不同公司生产的同类产品价格各不相同。理想状态是寻找一个物有所值的产品。

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