观澜君，20年市场营销与品牌咨询人士。#观澜#是她的作品空间，以治学而中立的态度，撰写原创案例分析与评论，同时也分享文学创作及读书笔记。[本空间谢绝商业合作，未经允许请勿转载]------------------------------------------------------------ 品牌专业术语（中英对照）：上篇 1. Brand 品牌A mix of tangible and intangible attributes, symbolized in a trademark that can be managed to create value for organizations and customers.It is the physical representation of a company’s offerings and values, but can exist subjectively in a person’s mind. This is chiefly influenced by a person’s comparison of the brand promise offered versus their perception, experience, and interaction with an organization, product or service.一套有形和无形属性的混合，以商标为象征，可以经由管理从而为企业机构和消费者创造价值。它是一家公司产品和价值观的实物表现，但也能主观地存在于一个人的脑海中。影响品牌的主要力量来自于消费者对“品牌给出的承诺”和“自己对企业机构、产品或服务的感知、体验及互动”的比较结果。 2. Branding 品牌建设Creating, selecting and blending attributes to differentiate a product, service or business in an attractive, meaningful and compelling way. It works to illustrate the brand using consistent themes that align with brand promises to build the preference and loyalty of the consumer.通过创造、选择和融合各种属性，用一种引人注目的、独具意义的、能唤起渴望的方式对产品、服务或业务进行差异化。它的作用是通过使用与品牌承诺一致的主题来展示品牌，以建立消费者的偏好和忠诚度。3. Rebranding 品牌重塑The act of updating or revising a brand. The decision often follows a merger, acquisition, or realization that the company has evolved and its brand is no longer compatible with its identity.Rebranding may consider a change in target audience, how the brand’s internal and external circumstances have shifted and competitors’ positioning.更新或修正品牌的行为。该决定通常出现在合并、收购、或意识到公司已经发展但品牌不再与其身份相兼容这些情况下。品牌重塑需要考虑：目标受众的变化、品牌内部和外部环境的变化以及竞争对手的定位。4. Brand Refresh 品牌焕新A brand refresh is, strictly speaking, no different to a rebrand. They are essentially covering the same areas, however a refresh is used to describe a smaller, more economical approach: when you’re looking for evolution, not revolution.严格来说，品牌焕新与品牌重塑没有本质的不同。它们基本上都涵盖了相同的领域，但品牌焕新被用来描述一种更小、更经济的方法：寻找品牌的进化，而不是全盘的品牌革命。5. Brand Revival 品牌复兴It is a corrective measure applied when the business or the product is at the maturity or decline stage (alarming phase) of its life cycle and is on the verge of becoming obsolete.Rather than just picking quotes from the past and injecting them into a living brand, that may in fact have a different legacy, a revived brand is an original and can creatively fuse elements of the zeitgeist with today’s ways to communicate.The revival of a brand that hasn’t managed to survive the winds of change, e.g. caused by management failure or that lost its consumer relevance due to lack of product innovations, or became a victim of brand portfolio restructuring, could still be a valid option for an imaginative and enterprising brand seeker.它是当业务或产品处于其生命周期的成熟或衰退阶段（警报阶段）、并处于过时的边缘时应用的纠正措施。一个复兴的品牌是一个原创品牌，它可能有着不同的遗产。你可以创造性地将时代精神的元素与当今的沟通方式融合在一起，不要仅仅是从过去的名言中提取内容，来注入一个活生生的品牌中。对于一个富有想象力和进取心的品牌寻求者来说，对一个未能在变革之风中幸存下来的品牌进行复兴，是一个有效的选择。这些变革之风包括：由于管理失误，或者由于缺乏产品创新而失去了与消费者的相关性，或者成为了品牌组合重组的受害者。6. Branding Agency 品牌代理机构Branding agencies specialize in strategic brand building and management. Unlike advertising or marketing agencies, branding agencies focus on strategically positioning a brand in the competitive market and in the mind of the consumer rather than on tactically communicating brand services or offerings.品牌代理机构专门从事战略性的品牌建设和管理。与广告或营销代理机构不同，品牌代理机构专注于在竞争激烈的市场和消费者心目中对品牌进行战略定位，而不是战术性地传播沟通品牌服务或产品。7. Brand Management 品牌管理A continued analysis and execution of all techniques utilized to maximize the value of the brand over time. The management of all tangible and intangible elements representing or supporting the brand experience with the goal of increasing brand awareness and enhancing brand loyalty.对所有用来获得品牌价值最大化的做法进行持续分析和执行。它对代表或支持品牌体验的所有有形和无形元素的管理，目的是提高品牌知名度和品牌忠诚度。8. Brand Communication 品牌传播Brand Communication is an important part and tool of brand management by which the companies inform, persuade, enlighten, teach, remind, and enrich the knowledge of their stakeholders about the brand, its strengths, values, fundamentals, and its offerings of products and services.品牌传播是品牌管理的重要组成部分和工具，公司通过品牌传播、说服、启发、教导、提醒和丰富利益相关者对品牌、品牌优势、价值观、基本原理以及产品和服务的了解。
9. Brand Guidelines 品牌指南A comprehensive document or rulebook affirming the principles of a brand and providing guidance for understanding its legacy, vision, mission, personality and attributes. Brand standards inform staff, external agencies and vendors of the code under which the brand operates. It serves to establish appropriate usage, variants and application of each of the brand assets, and specifies how each element fits together. Synonyms: Brand Standards, Style Guide.一份全面的文件或规则手册，申明品牌的原则，并为理解其遗产、愿景、使命、个性和属性提供指导。品牌标准告知员工、外部机构和供应商品牌运营的准则。它用于建立每个品牌资产的适当使用、变体和应用，并指定每个元素如何组合在一起。同义词：品牌标准、风格指南。
10. Brand Map 品牌地图A visual manifestation of a brand that provides a top-level view of all its inner workings, including employee roles, brand purpose, offerings and pricing. The brand map can be a useful tool to guide employee onboarding and training as well as larger organizational initiatives such as mergers and acquisitions.品牌的视觉显示，提供了其所有内部运作的顶层视图，包括员工角色、品牌目的、产品和定价。品牌地图可以成为有用的工具来指导员工入职和培训、以及更大型的组织活动如并购。11. Brand Strategy 品牌战略The long-term strategy that guides a business in the development of a brand and its implementation in every aspect of marketing and operations. It serves as a guidepost for internal stakeholders and partners and clarifies a company’s value to its customers.指导企业发展品牌，并在营销和运营各个方面进行落地的长期战略。它是内部利益相关者和合作伙伴的路标，且阐明了公司对消费者的价值。
12. Brand Positioning 品牌定位The distinctive space that a brand occupies in its competitive environment to ensure that individuals can recognize and elect the brand over others. Brand positioning involves the careful manipulation of all marketing elements in order to claim the brand’s desired market position and clearly establish its unique impression in the customer’s mind.品牌在竞争环境中所占据的独特位置，用来确保个体消费者能够识别并选择该品牌而非其他品牌。品牌定位涉及对所有营销要素的精心布局，以宣称品牌所需的市场地位，并在消费者心目中清晰地建立独特印象。
13. Repositioning 品牌重新定位Enacting changes to a product’s positioning to enhance its value in the mind of customers or change its potential market. Typically initiated when a product’s target audience(s) has shifted or the product is used in a different manner than originally positioned.Many products and services are originally positioned inadequately, minimizing the potential market. It is almost always possible to reposition the product and create an alternate consumer perception.通过改变产品的定位，以提高其在消费者心目中的价值，或改变其潜在市场。通常使用在产品的目标受众发生变化时，或产品的使用方式与最初定位完全不同时。许多产品和服务最初的定位不充分，把潜在市场最小化了。所以，重新定位产品并创造一种替代的消费者感知，是完全可行的。14. Differentiation 差异化The process of researching, identifying and marketing unique characteristics of a brand, as compared to those of its competitors.通过与竞争对手相比，对品牌的独特特征进行研究、识别和营销的过程。15. EPI (Ethical Positioning Index) （道德定位指数）A comprehensive scale that measures how ethical a company’s brand positioning is. The index is compromised of the fundamentals in brand positioning (identity, image, personality, awareness and communication) and ethical variables such as beliefs, values and customs.衡量公司品牌定位的道德程度的综合量表。该指数综合了品牌定位的基本要素（身份、形象、个性、意识和沟通）以及信仰、价值观和习俗等道德变量。
16. Brand Positioning Statement 品牌定位声明A written description of the position that a company wishes itself, its product or its brand to occupy in the minds of its target audience. Intended the statement explains why the company is different than competitors and what consumers will gain from purchasing it.是一份书面描述，用来描述公司希望自身、产品或品牌在目标受众心目中所处的位置。 该声明解释了为什么该公司与竞争对手不同，以及消费者将从购买中获得什么。
17. Brand Values 品牌价值观An unwavering declaration of values or promises that steers a brand toward its “true north.” Brand values are the internal attributes that establish a brand’s unique transactional philosophy, underline its purpose and guide its decisions and behaviors.坚定不移的价值观宣言或承诺，引导品牌走向“真正的北方”。品牌价值观是建立品牌独特交易哲学、强调其目的并指导其决策和行为的内在属性。18. Brand Value Proposition Statement 品牌价值主张声明A set declaration of standards, principles or ideals promoted by a brand that targets both customers and stakeholders. A brand’s value proposition typically highlights brand integrity, dedication or importance and can be key in brand positioning.品牌对消费者和利益相关者进行宣传的关于其标准、原则或理想的一份宣言。品牌的价值主张通常强调品牌的完整性、奉献精神或重要性，这也是品牌定位的关键。19. UBP (Unique Buying Proposition) 独特购买主张A distinctive and intentional brand position in customers’ minds that is encouraged by brand awareness. It answers the question, “How does this product or service uniquely meet my needs?” and can encompass product features, emotional/lifestyle benefits and other qualities. UBP is the reason customers choose a product over competitors.品牌在消费者心目中独特而有意为之的位置，它推动了对于品牌的知晓。它回答一个问题，“这种产品或服务如何独特地满足我的需求？”，而且可以包括产品功能、情感/生活方式益处和其他特性。UBP是客户选择产品而非竞争对手的原因。20. USP (Unique Selling Proposition) 独特销售主张A distinctive and intentional strategy in marketing a brand that provides differentiation in the marketplace, typically by focusing on product features. It influences how a product or service is put in front of a target audience.一种独特而有意为之的品牌营销策略，通常聚焦于产品特征从而在市场上提供差异化。它影响产品或服务在目标受众面前的展示方式。21. Brand Image 品牌形象The customer’s net “out-take” from the brand. For users this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations; for non-users it is based almost entirely upon uninformed impressions, attitudes and beliefs.消费者（用户和非用户）对品牌的印象。对用户来说，这是基于相关产品或服务的实际经验（知情印象）以及这在多大程度上满足了预期；对于非用户来说，它几乎完全基于不知情的印象、态度和信念。22. Brand Personality 品牌个性The attribution of human personality traits (seriousness, warmth, imagination,etc.) to drive differentiation and customer connection. These traits inform brand behavior and are manifested to customers through employee actions and through prepared communication, packaging and advertising.对品牌进行人类性格特征（严肃、热情、想象力等）的归因，以推动差异化和消费者关联。这些特征为品牌行为提供了信息，并通过员工行为以及事先准备好的沟通、包装和广告向客户展示。23. Brand Attributes 品牌属性The touchstones that define the qualities and personality of the brand in a customer’s mind. Brand attributes help establish the spirit and tone that inform all communications and effectively guide internal culture. They are the qualities that make a brand unique, personal and recognizable.在消费者心目中定义品牌品质和个性的试金石。品牌属性有助于建立所有沟通的精神和基调，并有效地引导内部文化。它们是使一个品牌独特、个性化和可识别的品质。
24. Brand Identity 品牌识别The outward expression of a brand as it is seen and heard in the market—specifically the distinguishing verbal and visual elements and messages that appeal to the customer. These include the brand name, logo, tagline, tone and typography. Brand identity reinforces the brand’s position relative to the competition and articulates the intended brand message.在市场上看到和听到的品牌的外在表现——特别是吸引客户的独特的语言和视觉元素以及信息。这些包括品牌名称、徽标、标语、调性和字体设计与排版。品牌标识强化了品牌相对于竞争对手的地位，并阐明了预期的品牌信息。25. Brand Assets 品牌财产The individual elements that come together to form the outward-facing brand. Brand assets include the fonts, colors, animations and resources that must work together in order to forge the distinctive appearance of a brand. While each element can stand alone to spark recognition of the brand, the union of all these elements is what creates a cohesive brand identity.各个元素结合在一起形成了面向外部的品牌。品牌资产包括字体、颜色、动画和资源，它们必须协同工作才能打造出品牌的独特外观。虽然每一个元素都可以单独激发对品牌的认可，但所有这些元素的结合创造了一个有凝聚力的品牌身份。26. Brand Equity 品牌资产The value of a brand’s financial and non-financial assets measured by its quality of public awareness and influence. Brand equity represents the sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that result in personal commitment to and demand for the brand; these differentiating thoughts and feelings make the brand valued and valuable.一个品牌的财务和非财务资产的价值，衡量标准是其公众意识和影响力。品牌资产代表一个品牌的所有显著品质的总和，这些品质来自所有相关的利益相关者，导致个人对品牌的承诺和需求；这些差异化的思想和感受使品牌变得有价值。27. Brand Valuation 品牌估值The estimated financial value that all of a brand’s tangible and intangible assets bring to a company. It is frequently used to guide brand strategy and make the case for branding investments, and it showcases the impact that a brand has on business performance now and in the future.品牌所有的有形和无形资产给公司带来的预估财务价值。它经常被用来指导品牌战略和品牌投资，它展示了品牌对企业机构现在和未来的经营业绩的影响。
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