Brand is not

所謂的品牌，並不是

A logo, corporation Identity, advertising, marketing.

一個商標、企業識別、廣告、行銷

Brand is confidence.

品牌是信任

Passion.

熱情

Belonging.

歸屬

Action.

行動

Security.

安全

A set of unique values.

一系列地獨特價值

Originally, 1650s onwards

原來，17世紀50年代起

Branding was for Cattle.

品牌是給畜生類專用的

A stamp of ownership.

所有權的印記。

Later on

接著

Brands are burned on WOODEN CASES.

品牌標識被燒燙在木箱上

A guarantee of wine.

為葡萄酒做保證。

Good source. Good quality.

是良好來源、良好品質。

Brands, are big business.

品牌，是大生意。

In 2010, Coca-cola was valued at $70,452,000,000.

在2010年，可口可樂的價值為704.52億

That is more than the total GDP of Bolivia, Kenya, Bahrain combined.

這是勝過於玻利維亞、肯尼亞、巴林的國內生產總值結合相比之下的結果

In 1886, 9 coke bottles were sold.

1886年，售出 9罐可樂瓶。

In 2010, 1,600,000,000 were sold.

在2010年，已售出16 億瓶可樂。

Enough for every person in London to drink 206 bottles of coke each day.

足以讓每個人在倫敦每天喝206瓶可樂。

Many things can be branded.

很多東西都可以成為品牌

Products, services, people, places, religions.

產品、服務、人群、地點、宗教

Brands can take your company and your customers to new places.

品牌可以把你的公司和你的客戶帶到嶄新的地方

Even space.

甚至是空間

When people use your Brand as a Verb, that is remarkable!

當人們把你的品牌視為一個動詞，那真的非常了不起！

Google it! Skype your family, photoshop that picture, hoover the carpet.

搜尋吧、和家人視訊、做一張完美的圖（註：此為各大品牌slogan）

Brands guarantee quality, evoke desire, help us belong.

品牌保證了品質、喚起慾望，也幫助我們尋找到歸屬。

But now, brands work in a different way.

但現在，品牌以不同的方式工作。

Brands are finding(Google) information, sharing(YouTube) films, selling(ebay) stuff, making(facebook) friends, adding to knowledge(Wikipedia).

品牌是發現（谷歌）資料、分享（YouTube）影片，賣（EBAY）東西，使得（臉書）朋友、增加知識（維基百科）。

In ways we never could before.

在任何方面都無法與從前相比

These brands say (YouTube, Google, ebay, facebook, Wikipedia)

這些品牌說(YouTube, Google, ebay, facebook, Wikipedia)

USE ME!

請使用我！

SO...

所以

Brands are now yours!

品牌現在已經是你的了！

You make them, you unmake them.

你創造了他們，你也丟掉了他們

They mean what you say they mean.

他們的意思是你說什麼他們就像什麼

Brands have belonged to...

品牌是屬於

Farmers, manufactures, advertisers, organisations.

農民、製造商、廣告商和組織。

And now, you

而現在，你

1. The number of Brand Leadership Masters courses in the world.

世界上數一數二的品牌領導力課程

UEA (University of East Anglia.)

UEA