In today's video, we're going to have a bit of a business English lesson, and we're going

在今天的視頻中，我們要上一堂商務英語課，我們要上的是

to focus on marketing.

以專注於營銷。

But marketing is a very broad area of business.

但營銷是一個非常廣泛的業務領域。

So, we're going to focus more specifically on a couple of things.

所以，我們要更具體地關注幾件事。

We're going to look at brand and branding, and we're going to look at little bit at promotion

我們要看品牌和品牌，我們要看一點推廣的問題。

after a couple of minutes.

幾分鐘後。

So, let's start talking about what is a brand, what is a product, what is the relationship

那麼，我們就開始說說什麼是品牌，什麼是產品，什麼是關係吧

between these things.

這些東西之間。

What's the relationship between companies and consumers, etc.

企業和消費者之間是什麼關係等等。

So, first of all, what is a brand?

那麼，首先，什麼是品牌？

For most people, if you ask most marketers, they will give you very different answers,

對於大多數人來說，如果你問大多數營銷人員，他們會給你非常不同的答案。

but all of them work more or less in the same area.

但所有的人都或多或少地在同一個領域工作。

A brand is an image or an identity.

品牌是一種形象或標識。

It's the image that a company wants the consumers to have, or it's the image that consumers

是企業希望消費者擁有的形象，或者說是消費者的形象。

do have, for better or worse.

確實有，無論好壞。

Sometimes, the image that the company wants the consumers to have is not the image that

有時，企業希望消費者擁有的形象並不是企業的形象。

they actually do have.

他們其實是有的。

In which case, they need to do a lot of work, which is called branding.

在這種情況下，他們需要做很多工作，這就是所謂的品牌。

Which we'll talk about in a second.

我們馬上就會說到的。

Now, a product is the actual thing that the company is selling.

現在，產品就是公司實際銷售的東西。

It could be an actual physical thing, like a product directly.

它可能是一個實際的實物，比如直接是一個產品。

It could be a service; it could be a combination of these things.

它可能是一種服務；它可能是這些東西的組合。

And it's very important to understand that brand and product are not the same thing.

而且要明白，品牌和產品不是一回事，這是非常重要的。

So, I'm going to mention a bunch of companies as examples, but let's start with a brand.

所以，我要舉一堆公司的例子，但我們先說一個品牌。

I think most people know what Porsche is, or Porsche, depending how you want to say

我想大多數人都知道保時捷是什麼，或者說保時捷，就看你想怎麼說了。

it.

它。

And the most famous product that Porsche sells is the 911, or the Boxer, whatever you want

而保時捷最著名的產品就是911，或者Boxer，隨便你怎麼說。

to call it.

來稱呼它。

Different times, different names.

不同的時代，不同的名字。

The 911 is the car.

911是汽車。

It's the type - the particular model of car.

是類型--汽車的特殊型號。

But when somebody thinks of Porsche, of course they may think of the 911, but they also might

但當有人想到保時捷時，他們當然會想到911，但他們也可能會想到

think of other things.

想想其他事情。

So, the brand is the full identity, in terms of what the company sells - the 911, plus

所以，從公司銷售的產品--911來看，品牌是完整的身份，再加上。

a few other models.

其他幾款。

What the company stands for.

公司代表著什麼。

So, when people think "Porsche", they think rich people.

所以，人們一想到 "保時捷"，就會想到有錢人。

They think luxury.

他們認為奢侈。

They think unaffordable to most people, right?

他們認為大多數人負擔不起，對嗎？

So, something that makes you a little bit special.

所以，有些東西，讓你有點特別。

But that's exactly the image that the company wants you to have, right?

但這正是公司希望你有的形象吧？

That's what their brand is all about.

這就是他們的品牌。

And these days, branding is extremely important, especially with the new generations.

而如今，品牌建設極為重要，尤其是新生代。

The Millennials and, soon enough, the Gen Zs, who care about different things than the

千禧一代和很快的Z世代，他們關心的事情與他們不同。

Gen Xers and the Baby Boomers, the older members of society.

X一代和嬰兒潮一代，是社會的老一輩。

So, companies are now struggling to understand the new generation and they're trying to rebrand.

所以，現在的企業都在努力瞭解新生代，他們試圖重塑品牌。

So, I'm actually going to put this here.

所以，我其實要把這個放在這裡。

Rebrand means change the way the way they brand themselves.

重塑品牌意味著改變自己的品牌方式。

They change the image they're trying to portray.

他們改變了他們想要塑造的形象。

Because young people care more about the environment and climate change.

因為年輕人更關心環境和氣候變化。

And they care more about ethical business practices.

而且他們更關心商業道德行為。

And they care more about sharing the wealth and things like that.

而他們更關心的是分享財富之類的事情。

They don't want luxury items.

他們不想要奢侈品。

They don't want diamonds, they don't want Porsches.

他們不想要鑽石，不想要保時捷。

They want everybody to be happy and health and peaceful.

他們希望每個人都能快樂、健康、平安。

Which is a good thing.

這是件好事

Not so good for companies that are trying to sell a particular product.

對於那些試圖銷售某種產品的公司來說，就不是很好了。

So, brand and product, two different things.

所以，品牌和產品，是兩碼事。

Think of another example.

再想一個例子。

Let's think about McDonald's.

讓我們想想麥當勞。

McDonald's is a brand, and Big Mac is a product.

麥當勞是一個品牌，巨無霸是一個產品。

When I think - or when most people think of McDonald's, everybody will have a different

當我想到--或者說當大多數人想到麥當勞的時候，每個人都會有不同的想法。

idea.

觀念。

And when they think of products, everybody will choose a different product.

而當他們想到產品的時候，每個人都會選擇不同的產品。

So, some people will think "Big Mac", some people will think "McChicken", some people

所以，有的人會想到 "巨無霸"，有的人會想到 "麥雞"，有的人... ...

will think the sundae, the ice cream sundae that they sell.

會認為聖代，他們賣的冰淇淋聖代。

Everybody has a different favorite product, but most people will have a very similar idea

每個人都有不同的喜歡的產品，但大多數人都會有非常相似的想法。

of McDonald's itself.

的麥當勞本身。

Fast food, hot, cheap, delicious, or disgusting.

快餐，熱的，便宜的，好吃的，或者噁心的。

There's really not much of a middle ground.

真的沒有什麼中間地帶。

Some people will think of Ronald McDonald, you know, the clown that is the mascot of

有些人會想到麥當勞叔叔，你知道，小丑是吉祥物的

McDonald's.

麥當勞。

Because Ronald McDonald houses, at least in Canada, they do a lot of charity work.

因為麥當勞叔叔家，至少在加拿大，他們做了很多慈善工作。

So, people have a very good image of McDonald's here.

所以，人們在這裡對麥當勞的印象非常好。

Of course, they make a lot of money, but they also help people with that money.

當然，他們賺了很多錢，但他們也用這些錢幫助人們。

And they provide jobs, etc.

而且他們提供了工作崗位等。

So, brand and product.

所以，品牌和產品。

Now, branding means thinking a lot about how to create that image.

現在，品牌建設意味著要考慮很多如何創造這種形象。

So, one of the things they need to think about is the logo, because the first association

所以，他們需要考慮的一件事就是商標，因為第一個聯想到的是

that people make with a company is the logo.

人們對一個公司做出的是標誌。

So, if you think of McDonald's, the first thing you think of is the golden arches.

所以，如果你想到麥當勞，首先想到的是金拱門。

Or, as you're driving along the street and you're a little bit hungry and you see the

或者，當你在街上開車時，你有點餓了，你看到的是

two arches, the golden arches, right away you know there's' food there.

兩個拱門，金色的拱門，你馬上就知道那裡有食物。

There's McDonald's, there's hamburgers or whatever else you like.

有麥當勞，有漢堡包或者其他你喜歡的東西。

Starbucks.

星巴克。

When you think of Starbucks, you think of that green circle with the lady inside and

當你想到星巴克的時候，你會想到那個綠色的圓圈，裡面有一位女士，還有。

the weird fish hair.

詭異的魚毛。

But then you think of Exxon.

但你會想到埃克森。

Exxon, again, I'm not sure everybody knows this company.

埃克森，同樣，我不知道大家是否瞭解這家公司。

It's a big oil company.

這是一家大石油公司。

But in North America, when people think "Exxon", they don't necessarily have a very good image.

但在北美，當人們想到 "埃克森 "時，他們的形象不一定很好。

Why?

為什麼？

Because however many years ago, there was a big accident.

因為無論多少年前，都發生過一次大事故。

One of the tankers carrying their oil crashed into an iceberg and spilled all the oil in

其中一艘運載石油的油輪撞上了冰山，所有的石油都灑在了冰山上。

the ocean.

大海。

So, people might think that Exxon is an irresponsible company, or that it - they just care about

所以，人們可能會認為埃克森是一家不負責任的公司，或者說它--他們只關心的是

money.

錢。

They don't care about nature or the animals or whatever, right?

他們不關心自然，不關心動物什麼的，對吧？

So, branding is very important.

所以，品牌建設是非常重要的。

Obviously, the name is very important.

顯然，名字是非常重要的。

McDonald's, this was the family name of the two brothers who started the company and it

麥當勞，這是兩兄弟創辦公司的姓氏，它是

just grew and stayed.

只是增長和停留。

Starbucks - very deliberate thinking.

星巴克--很慎重的思考。

Exxon - very deliberate thinking.

埃克森--非常慎重的思考。

The name is what's going to stick in the mind.

名字才會讓人記憶深刻。

It has to roll off the tongue, so very, very important.

它必須從舌頭上滾下來，所以非常非常重要。

Colors.

顏色：

Certain colors are associated with certain emotions or reactions, right?

某些顏色與某些情緒或反應有關，對嗎？

For example, red - again, this is also very cultural.

比如，紅色--同樣，這也是很有文化的。

Red, in some cultures, is a very good color for business.

紅色，在一些文化中，是非常好的商業色彩。

In some cultures, it's a very bad color.

在一些文化中，這是一個非常糟糕的顏色。

Green - very like, nature and calm and clean.

綠色--很喜歡，自然而然，平靜而乾淨。

All these things are very important.

這些東西都是非常重要的。

And of course, juxtapositions.

當然，還有並列關係。

Juxtaposition means how you place items next to each other.

並置指的是如何將物品放在旁邊。

Do you put the name on the top, on the bottom, on the side?

你把名字放在上面，放在下面，放在側面？

Do you put the two images facing each other, if that's what you have?

如果是這樣的話，你會把兩幅圖對著放嗎？

Do they look up and down?

他們會不會抬頭不見低頭見？

How you place things in your logo, in your brochures, in your advertising things, all

你如何把東西放在你的logo裡，放在你的宣傳冊裡，放在你的廣告東西里，都是

of these things are very, very important in terms of branding.

這些東西在品牌建設方面是非常非常重要的。

Now, what you want to create is brand loyalty.

現在，你要創造的是品牌忠誠度。

So, not only do you want brand recognition, which is what branding does.

所以，你不僅要有品牌知名度，這也是品牌的作用。

It makes it easy to recognize - I'll just do it like that, a little bit mixed caps,

這樣就容易辨認了--我就這樣做了，有點混合大寫的意思。

but that's okay.

但這沒關係。

They want you not only to recognize the company, but they want you to stay with that company.

他們不僅希望你認可這家公司，還希望你能留在這家公司。

They want you to like the company and, of course, the product.

他們希望你喜歡這家公司，當然也喜歡產品。

So, brand loyalty.

所以，品牌忠誠度。

The best way to measure brand loyalty is word of mouth.

衡量品牌忠誠度的最好方法就是口碑。

How many people are telling their friends about this company?

有多少人在向他們的朋友介紹這家公司？

And they're telling their friends, and their friends.

他們會告訴他們的朋友，還有他們的朋友。

Not only is word of mouth the best advertising, it's also the best measure of brand loyalty.

口碑不僅是最好的廣告，也是衡量品牌忠誠度的最佳標準。

It means also that the customer or consumer is not going to the competition.

這也意味著，客戶或消費者是不會去競爭的。

They come back to the same brand every time.

他們每次都會回到同一個品牌。

This is especially common in food items.

這在食品中尤為常見。

Like, if you go to a supermarket, you can go to the shelf and you want milk, let's say.

比如說，你去超市，你可以去貨架上，你想喝牛奶，比方說。

If you go to a Canadian supermarket, for example, you will see six different brands, six different

比如你去加拿大的超市，你會看到六個不同的品牌，六個不同的。

companies selling milk.

賣牛奶的公司。

Most people will buy the exact same one every single time.

大多數人每次都會買一模一樣的。

Because they like the milk, and they like the company.

因為他們喜歡牛奶，也喜歡公司。

They trust the company.

他們信任公司。

And that's what brand loyalty is mostly about - trust.

而這也是品牌忠誠度的主要內容--信任。

Then, you also have to think about positioning.

然後，你還得考慮定位問題。

So, part of branding is actually positioning.

所以，品牌的一部分其實就是定位。

Where - which part of the market do you want your company to be associated with?

在哪裡--你希望你的公司與市場的哪一部分聯繫在一起？

Or your product associated with?

或者您的產品與之相關？

Do you want people to think of your company or your product as budget items?

你希望人們把你的公司或你的產品當作預算項目嗎？

Or do you want them to think of them as luxury items?

還是希望他們把它們當成奢侈品？

So, let's look at Louis Vuitton, for example.

所以，我們以路易威登為例。

I can go and buy a bag anywhere, even a leather bag, for $20, let's say.

我可以去任何地方買一個包，哪怕是一個皮包，20塊錢吧。

But, if I go to Louis Vuitton, I can spend maybe $2000 on a bag.

但是，如果我去路易威登，我大概可以花2000元買一個包。

But if I'm thinking of Louis Vuitton bag as a luxury item that I can be proud of and walk

但是，如果我把路易威登包包當成一件奢侈品，可以引以為傲，走在路上。

in the street and people will look at me, maybe I will spend that money.

在街上，人們會看著我，也許我會花這些錢。

If all I need is something to carry my groceries home from the supermarket, then budget is

如果我需要的只是一個從超市提著菜回家的東西，那麼預算就是...。

all I need.

我所需要的。

So, what do you want your product to represent?

那麼，你想讓你的產品代表什麼？

What do you want your company to represent?

你希望你的公司能代表什麼？

That's positioning.

這就是定位。

You can be premium.

你可以是溢價。

Premium means like, a little bit better quality.

高級的意思是喜歡，一點點更好的品質。

So, people automatically think "better quality".

所以，人們自動認為 "品質更好"。

You can be niche, so this pronunciation "niche", like "ee" sound.

你可以小眾，所以這個發音 "小眾"，像 "咿 "的聲音。

Niche means very, very specialized, right?

小眾是指非常非常專業的意思，對吧？

So, you have a very particular part of the market that not many people are filling.

所以，你有一個非常特殊的市場部分，沒有多少人去填補。

Not many companies are trying to be there.

沒有多少公司想在那裡。

So, you have very little competition.

所以，你的競爭很小。

And you can be exclusive.

而且你可以獨佔。

To position yourself as being exclusive means that not everybody can have your product.

把自己定位為專一，就意味著不是所有人都能擁有你的產品。

Either it's too expensive or it's just not accessible.

要麼太貴，要麼就是進不去。

Very, very few people have it and those people somehow feel proud because they were able

極少數人有這種病，而這些人卻因為能夠獲得這種病而感到自豪。

to buy this product, right?

要買這個產品，對吧？

And then they will come back and buy more of this product.

然後他們會再來購買更多的這個產品。

Again, they can show off to other people.

又可以向別人炫耀。

And especially in the day of the internet and social media, people like to show the

而特別是在互聯網和社交媒體的今天，人們喜歡在互聯網和社交媒體上顯示出

things they buy.

他們買的東西。

It's just things, but it has a certain image and it creates a certain image of a person.

它只是事物，但它有一定的形象，它創造了一定的人的形象。

And the companies understand this, and they want the person to feel that they're exclusive,

而公司也明白這一點，他們要讓人覺得自己是獨佔的。

that they're in the luxury market.

他們在奢侈品市場。

And they manufacture or they promote their products as such.

而他們製造或推廣自己的產品也是如此。

Okay?

好嗎？

So, these are just some of the things we're going to look at.

所以，這些只是我們要看的一些東西。

And now, we're going to think about how these companies promote themselves and their products.

而現在，我們要思考的是這些公司是如何推廣自己和產品的。

Okay, so now, we're going to look a little bit more at how they promote, how companies

好了，現在，我們再來看看他們是如何推廣的，公司是怎麼

promote themselves in order to build a brand image and, of course, make money.

宣傳自己，以樹立品牌形象，當然，也是為了賺錢。

That's what it's all about.

這就是它的意義所在。

So, the first thing they need to do is do some market research.

所以，他們首先要做的就是做一些市場調查。

They need to study the demographics of an area.

他們需要研究一個地區的人口結構。

Now, demographics is a measure of the types of people in a particular area, including

現在，人口統計學是衡量一個特定地區的人口類型，包括

race, ethnicity, nationalities if there's a lot of immigrants.

種族、民族、國籍，如果有很多移民。

They need to think about ages, what's the most common age?

他們需要考慮年齡問題，最常見的年齡是多少？

What's the mobility?

什麼是流動性？

Are they people moving in, are people moving out?

他們是人搬進來的，是人搬出去的嗎？

They need to think about the median income.

他們需要考慮收入中位數的問題。

What is the average person in this area make, in terms of salary or income?

這個地區的人平均工資或收入是多少？

And how much disposable income do they have?

他們的可支配收入又有多少呢？

So, disposable income is the income that is left after you've paid all of your bills.

所以，可支配收入是指你付完所有賬單後剩下的收入。

So, you get a certain amount of money every month from your employer.

所以，你每個月都能從僱主那裡拿到一定的錢。

You have to pay your mortgage or your rent.

你必須支付你的抵押貸款或你的租金。

Buy some food, pay for electricity, internet, all these things.

買點吃的，交點電費、網費，這些東西。

And then you have a little bit of money left over.

然後你就會有一點剩餘的錢。

That money you can buy things with.

你可以用這些錢買東西。

You can dispose of, so that's why it's called disposable income.

你可以處置，所以這才叫可支配收入。

So, all of this makes up your target audience.

所以，這些都構成了你的目標閱聽人。

The company needs to decide who do they want to target.

公司需要決定他們要針對誰。

Who do they want to try to sell to, and whether that fits within the demographics of an area.

他們想嘗試向誰銷售，是否符合一個地區的人口結構。

So, that's your market research.

所以，這就是你的市場調查。

Then, you have to basically start or figure out how to get market penetration.

然後，你要基本開始或想辦法獲得市場滲透率。

This is especially if you're going into a place where you don't already have basically

尤其是當你要去的地方，你基本上還沒有