品牌价值观英语

KS以国内新型户外生活方式倡导者，主张重新定义新型户外服饰。“KEEP SEEK保持寻找”、“KEEP SANGUINE保持乐观”、“KEEP SALIENT保持突出”是KS品牌的价值观。

If you get down to the detail, everything is a brand, because we build our understanding of the world by creating associations about. 如果你开始认真仔细地考虑，一切皆为品牌，因为人们对世界的理解是从联想开始的。Even words are brands. When I say 'speed', you will conjure up image of fast cars, etc. People are brands, too. When people see you, or even hear your name, they will recall the image they have of you.即使是字也是品牌。我说“速度”，你就会联想到高速行驶的汽车等等。人也是品牌，别人看到你，或听到你的名字时，就会想起你留在他们脑海中的印象。 In a company where people are visible to customers, such as a service business, the people are very much a part the brand. But a brand is an even more complex symbol. It can convey up to six level of meaning:1. Attributes: A brand to mind certain attributes. 顾客到一家服务性行业的公司看到其员工，它的员工也可以是品牌的一部分。但是一个很复杂的象征，它包含六层含义：1.品牌代表一定的品质。Mercedes suggests expensive, well-built, well-engineered, durable, high-prestige automobiles.梅采德斯-奔驰代表着昂贵，完美制造，配有顶级发动机，持久耐用，知名度高的汽车。2. Benefits: Attributes must be translated into functional and emotional benefits. The attribute "durable" could translate into the functional benefits "I won't have to buy another car for several years." The attribute "expensive" translates into the emotional benefits "The car makes me feel important and admired."好处：这些品质必须转化到功能上和情感上的好处。像持久耐用的品质可以转化成这样功能上的好处“这几年我再也不用去买别的车了。”昂贵的品质可以转化成这样情感上的好处“这辆车子使有感到了重要，并被人羡慕。”3. Values: The brand also says something about the producer's values.Mercedes stands for high performance, safety, and prestige.价值：品牌也表明了制造商的价值。奔驰代表着高性能，安全和信誉。4. Culture: The brand may represent a certain culture. The Mercedes may represent German culture: organized, efficient, high quality.文化：品牌可能代表着某种文化。奔驰代表着德国文化：有组织，高效，高质量。5. Personality: The brand can project a certain personality.名牌：一种品牌可以成为一种名牌。6. User: The brand suggests the kind of consumer who buys or uses the product. We would expect to.用户：一种品牌会培养出一批购买它和使用它的用户。人们会对满怀期待。* Why A Brand?Strong brands are important to both marketers and customers. These are wanted by marketers, as they:o Provide relatively higher return on sales,o Have higher loyalty than their weaker competitors,o Provide opportunities for brands extension,o Can bounce back after a mistake,o Recover fast from aggressive price promotion by its competitors,为什么叫品牌？强大的品牌对于商家和消费者来说都很重要。商家们需要它，是因为它能够提高销售额，有利于保持顾客对这种品牌的忠诚度，为产品的拓展提供机会，在失误之后能够有回旋的余地，能够在同竞争对手的价格战中很快占到上风，o Have longer life,o Are important to customers,o Create entry barriers for others into the category,o Facilitate entry into related categories to which the brand can be extended, ando Can command a price premium.有很强的生命力，对争取消费者来说很重要，为竞争对手进入这一领域设置屏障，为拓展相关的其他领域提供了便利，为稳定的价格提供了保证。They are important to customers as they:o Are seen to be performing through it or with its help,o Find it easy to choose,o Use it to define/project themselves,o Have a perceived consistent quality about it which acts as a benchmark for brand consideration/choice.品牌对于消费者来说很重要是因为：借助它们能够了解产品，很容易做出选择，定位自己的品味，稳定的质量保证是消费者选择品牌时的一个基准。The importance of strong brands as highlighted above makes the need for a process of building a brand all the more important. And this has to structured and implemented as part of the overall marketing process. Marketing, as we understand, is continuous process of making customers continue to prefer to but a particular product or service, in the form of a brand.强大品牌的重要性在品牌的打造过程中显得犹为重要，是全面的销售过程中的一部分。销售，据我们理解，是以品牌为基础，消费者持续钟爱于购买一种商品或享受一种服务。 A brand is a combination of the basic products or service, and aspect not overtly specific to the basic product or service, and aspect not Product/Service + /other aspects. A brand provides a specific product/service an identity and differentiation. It does not just exist as a mark on the pack outside of the product but as something with in it.一种品牌是一种商品或服务的综合，并不仅仅只是它们的外表或外在的一些东西，是这种商品或服务身份证，表明它们不同于其他商品或服务。品牌也并不仅仅是产品包装上的图案，它是这种商品内在的某种东西。