Click the link below to subscribe the video camp in iTunes.

點擊下面的鏈接，在iTunes中訂閱視頻營。

Today's episode is the first of a two part Siris on business vocabulary related to marketing and branding.

今天的節目是兩部分Siris中的第一部分，內容是與營銷和品牌相關的商業詞彙。

In Part one will focus on the essential elements of establishing a successful brand.

在第一部分將重點介紹建立一個成功品牌的基本要素。

What is a brand Brands are what make companies and products stand out from the crowd.

什麼是品牌 品牌是企業和產品在人群中脫穎而出的原因。

They have, in essence or spirit and values that make them worthwhile to the customer.

它們在本質上或精神上和價值上，使它們對顧客有價值。

To develop a successful brand, you need to know about your demographics on the tangible on intangible benefits your products bring to your customers.

為了發展一個成功的品牌，你需要了解你的人口統計學，瞭解你的產品給客戶帶來的有形無形的好處。

Need to know how well your brand is being received.

需要知道你的品牌被接受的程度。

Focus.

焦點。

Groups of consumers can give information on brand awareness on brand recognition.

消費者群體可以提供品牌知名度對品牌認知度的資訊。

It's also important to think about how your company and brand will be presented visually, so you need to think about your brand trademark or logo.

同樣重要的是要考慮如何以視覺方式展示你的公司和品牌，所以你需要考慮你的品牌商標或標誌。

The symbols that represent the brand.

代表品牌的符號。

Similarly, think about corporate identity and brand identity, two factors that help your customers see you and your products.

同樣，思考企業形象和品牌形象，這兩個因素有助於客戶看到你和你的產品。

Now let's look at the vocabulary in more detail with some definitions and examples Brand brand A brand is what sets a company or its products and services apart from its competition.

現在讓我們用一些定義和例子來更詳細地看一下這些詞彙品牌品牌是指使一家公司或其產品和服務與競爭者相區別的東西。

This includes the way it's presented to the public customers, expectations and experiences with the brand and the way it's perceived by others.

這包括向公眾客戶展示的方式，對品牌的期望和體驗，以及他人對品牌的看法。

McDonald's brand incorporates the concepts of fast food, fun, convenience and variety.

麥當勞品牌融入了快餐、趣味、方便、多樣的概念。

Brand essence brand essence, often called a brand's heart and soul brand Essence refers to the fundamental spirit of the brand what connects a brand to customers expressed in a simple, concise phrase.

品牌精髓品牌精髓，通常被稱為品牌的核心和靈魂品牌精髓指的是品牌的基本精神是什麼將品牌與顧客聯繫在一起用一句簡單、簡潔的話表達出來。

Hallmark produces greeting cards and gifts.

Hallmark公司生產賀卡和禮品。

It's brand essence is carrying shared brand values.

它的品牌精髓是承載共同的品牌價值。

Brand values.

品牌價值。

Brand values are the aspects of a brand that bring value to the customer.

品牌價值是指品牌給顧客帶來價值的方面。

This value is why the customer chooses the brand.

這種價值是顧客選擇品牌的原因。

Driving a BMW could make someone feel successful and luxurious.

開寶馬可以讓人感覺到成功和豪華。

These feelings are part of the brands value, demographics, demographics, Demographics refers to information about customers such as their age, education level and where they live.

這些感受是品牌價值的一部分，人口統計學，Demographics，人口統計學是指客戶的年齡、教育程度和居住地等資訊。

Demographic is the adjective form.

人口學是形容詞形式。

In October 2009, inside, facebook dot com reported demographic information about Facebook users.

2009年10月，裡面，facebook dot com報道了facebook用戶的人口統計資訊。

29% of users were between the ages of 18 and 25.

29%的用戶年齡在18至25歲之間。

Tangible, tangible something is tangible if it has a physical form, something that can be perceived through one of the five senses in marketing.

有形，有形的東西如果有實物形態，是營銷中可以通過五官之一感知的東西，就是有形的。

Tangible often refers to direct benefits customers can receive from a brand.

有形的往往是指顧客能從品牌中獲得的直接利益。

Starbucks Customers who participate in its Rewards program can receive tangible benefits like free coffee drinks and WiFi access.

參加星巴克獎勵計劃的顧客可以獲得免費咖啡飲料和WiFi接入等實實在在的好處。

Intangible intangible, something that is intangible does not have a physical form that could be perceived through the senses.

無形無形，無形的東西不具備可以通過感官感知的物理形態。

Intangible benefits are more conceptual, like a certain feeling you get when buying a product or using a service.

無形的利益更多的是概念性的，比如你在購買產品或使用服務時的某種感覺。

The peace of mind that comes from driving a Volvo is one of the intangible benefits of the brand.

駕駛沃爾沃的安心是品牌的無形優勢之一。

Focus group Focus Group, a focus group, is a small group of people that represents a target demographic.

焦點小組焦點小組，是指代表目標人群的小團體。

The group discusses products and services so that companies can learn Maura about what their customers think of the brand or product.

小組討論產品和服務，這樣企業就可以瞭解毛拉客戶對品牌或產品的看法。

The company used data from focus groups to decide the name of their new product brand awareness brand awareness.

該公司利用焦點小組的數據來決定其新產品的品牌知名度品牌名稱。

When customers recognize a brand and connected with the company's products, they're showing brand awareness because it is new to the United States.

當顧客認識到一個品牌，並與該公司的產品聯繫在一起時，他們就會表現出品牌意識，因為它是美國的新品牌。

The Chinese sportswear company, leaning is still developing brand awareness among Americans brand recognition brand recognition.

中國的運動服裝企業，精益求精，仍在培養美國人的品牌認知度品牌認知度。

When customers show that they know about a brand when asked specifically about it, they're showing brand recognition.

當顧客在被特別問及某品牌時，表現出對該品牌的瞭解，就表示出對品牌的認可。

Toblerone is unique packaging and strong promotion in duty free shops add to its brand recognition trademark or logo.

Toblerone獨特的包裝和在免稅店的大力推廣，為其品牌識別度增加了商標或標誌。

Trademark logo.

商標標識。

A trademark or logo is a graphic symbol that represents the brand.

商標或標誌是代表品牌的圖形符號。

Words.

字。

Phrases and sounds can also be trademarks.

短語和聲音也可以成為商標。

The swoosh is a trademark of Nike.

暈標是耐克的商標。

Apple's logo is an apple with a bite taken out of it.

蘋果的標誌是一個被咬了一口的蘋果。

Corporate identity, corporate identity.

企業形象，企業形象。

A company's corporate identity is the way it presents itself visually to the public.

公司的企業形象是公司向公眾直觀展示自己的方式。

These visual elements can include color schemes, logos, words, building architecture, interior design uniforms and printed materials.

這些視覺元素可以包括配色方案、標誌、文字、建築結構、室內設計制服和印刷材料。

To show its corporate identity, Mobil Oil consistently displays the word mobile in the same text and colors on all of its signs and uniforms.

為了彰顯企業形象，美孚石油公司在所有的標誌和制服上，始終以相同的文字和顏色顯示移動字樣。

Now it's your turn to practice Some of the words we have studied in this episode you'll hear a Siris of sentences with the word replaced with a beep.

現在輪到你來練習一些我們已經研究過的單詞，在這一集中，你會聽到一個Siris的句子，用嗶嗶聲替換單詞。

Repeat the whole sentence, but say the missing word.

重複整個句子，但要說出缺失的單詞。

For example, if you here we don't have many stores in Asia, so we have little brand there you will say we don't have many stores in Asia, so we have little brand awareness there.

比如說你在這裡我們在亞洲的門店不多，所以我們在那裡的品牌不多你會說我們在亞洲的門店不多，所以我們在那裡的品牌知名度不高。

We'll play an example.

我們來舉個例子。

Answer after each question.

每道題後回答。

Ready?

準備好了嗎？

Let's begin.

我們開始吧

Taco Bell uses a picture of a bell.

塔可鍾使用了一張鐘的圖片。

In its answer, Taco Bell uses a picture of a bell in its logo.

在答案中，塔可鍾在其標誌中使用了一張鐘的圖片。

We learned a lot about our customers.

我們瞭解了很多客戶的情況。

Tastes from focus.

味道從重點。

Answer.

回答：

We learned a lot about our customers.

我們瞭解了很多客戶的情況。

Taste from focus groups.

從焦點小組的味道。

One of our target.

我們的目標之一。

His men over age 65.

他的男人超過65歲。

Answer.

回答：

One of our target demographics is men over.

我們的目標人群之一是年過半百的男性。

Age 65.

65歲

We're going to test our brand among college students.

我們要在大學生中測試我們的品牌。

Answer.

回答：

We're going to test our brand recognition among college students.

我們要測試一下我們在大學生中的品牌認知度。

That's all for this video vocab episode, the first of a two part Siris on marketing and branding.

這期視頻詞彙集就到這裡，這是兩部分Siris中關於營銷和品牌的第一部分。

Thanks for watching and see you again soon.

謝謝你的觀看，再見。

Video cap is now available on a new website.

錄像帽現身新網站。

W w w dot video vocab dot tv.

W w w點視頻詞彙點電視。

Click the link below to subscribe the video camp in iTunes.

點擊下面的鏈接，在iTunes中訂閱視頻營。