Name: 行銷必學單字 VV19 - 品牌建立 (二)！ (English for Marketing Vocabulary VV19 - Branding (Part 2))
Uploaded: 2026-01-22T17:04:11.000Z
Duration: 10 min 33 s

Video Vocab is now available on a new website, www.vadorocab.tv.

Video Vocab 現在在一個新網站 www.vadorocab.tv 上線囉。

click the link below to subscribe in itunes and get a free transcript for today's lesson.

點擊下面的連結，在 iTunes 訂閱，就能免費拿到今天課程的講稿。

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

今天的這一集，是我們關於行銷和品牌塑造相關商業詞彙兩集系列中的第二集。

In the last episode, we focused on developing a brand.

上一集的內容，我們著重在建立品牌。

Today we'll look at ways to make it successful.

今天我們要來看看如何讓品牌成功。

To be successful, a brand needs to be managed.

Brand equity, its marketing strength and differentiation.

品牌資產、它的行銷實力以及差異化。

How it is different from competitors need to be considered when developing a brand strategy or long term marketing plan.

它與競爭對手有什麼不同，在制定品牌策略或長期行銷計畫時，都需要被考慮進去。

As always, customers are the key ingredient.

他們將會接收到你的行銷訊息。

That question is answered by its positioning.

這個問題的答案就在於它的定位。

顧客會不會一再回購這個品牌？

Once the brand is established, there are ways to take it further.

品牌建立起來之後，還有很多方法可以讓它更上一層樓。

Niche marketing can help you reach more specific groups of customers.

利基市場行銷可以幫助你接觸到更特定的顧客群。

Rebranding, co branding and brand stretching are all ways to adapt your brand in response to changing tastes and values.

品牌重塑、聯合品牌和品牌延伸，都是為了因應不斷變化的品味和價值觀來調整品牌的方法。

In the end, a successful brand will help your company become a market leader.

最終，一個成功的品牌將能幫助你的公司成為市場領導者。

Now let's look at these concepts in more detail with some definitions and examples.

現在，我們就用一些定義和例子來更詳細地探討這些概念。

Brand Management Brand Management Brand management means overseeing all aspects of a brand such as advertising, price and customer satisfaction so that the brand remains in a positive light, making it more profitable.

品牌管理 品牌管理 品牌管理是指負責品牌的所有面向，像是廣告、價格和顧客滿意度，讓品牌能維持良好的形象，進而提升獲利。

Building trust with consumers is the ultimate aim of brand management.

與消費者建立信任是品牌管理的最終目標。

Brand Equity Brand Equity Brand equity is related to the marketing power of a brand.

品牌資產 品牌資產 品牌資產與品牌的行銷力量有關。

If a brand is well received and popular, its power to generate sales and income is increased.

如果一個品牌受到歡迎且廣受好評，它創造銷售和收入的能力就會增強。

Recent safety recalls have severely affected Toyota's brand equity.

近期的安全召回事件嚴重影響了 Toyota 的品牌資產。

Differentiation Differentiation Differentiation is the way companies show that their brands or products are different from those of their competitors.

差異化 差異化 差異化是公司展現其品牌或產品與競爭對手不同之處的方式。

Some automakers are promoting technology as a differentiation strategy.

有些汽車製造商正推廣科技作為一種差異化策略。

Brand Strategy Brand Strategy Brand strategy is a long term marketing plan for a brand.

品牌策略 品牌策略 品牌策略是品牌長期的行銷計畫。

All members of an organization are involved with implementing this strategy.

組織中的所有成員都參與執行這項策略。

To compete with Coca Cola, a company that has existed for over 100 years, Pepsi adopted a brand strategy that targets younger consumers.

為了與 Coca Cola 這家擁有百年歷史的公司競爭，Pepsi 採取了針對年輕消費者的品牌策略。

Market Segment Market Segment A market segment is a group of customers that tends to share values, needs and purchasing habits.

市場區隔 市場區隔 市場區隔是指一群價值觀、需求和購買習慣相似的顧客群。

Companies often direct their advertising toward particular market segments.

公司通常會針對特定的市場區隔來進行廣告宣傳。

Teenagers are one of the main market segments for Virgin Megastores.

青少年是 Virgin Megastores 的主要市場區隔之一。

Positioning Positioning Positioning is the place a brand holds in the consumer's view in comparison to other brands.

定位 定位 定位是品牌在消費者心中相較於其他品牌所佔據的位置。

The core concept behind Volvo's positioning is safety.

Brand Loyalty Brand Loyalty when customers consistently choose one brand over another, they are showing brand loyalty.

品牌忠誠度 品牌忠誠度 當顧客持續選擇某個品牌而非其他品牌時，他們就是在展現品牌忠誠度。

Automakers are rewarding brand loyalty by offering discounts to repeat customers.

汽車製造商正透過提供折扣給重複購買的顧客來獎勵品牌忠誠度。

Niche Marketing Niche Marketing Niche marketing is focused on a small portion of a market segment.

利基市場行銷 利基市場行銷 利基市場行銷是專注於市場區隔中的一小部分。

So while the market for automobiles is huge, the luxury market for four wheel drive vehicles is considered a niche market as it is relatively small.

所以，雖然汽車市場很大，但四輪驅動車的豪華市場被視為利基市場，因為它相對較小。

The Mont Blanc use niche marketing techniques to reach left handed consumers.

萬寶龍運用利基市場行銷技巧來觸及左撇子消費者。

Rebranding Rebranding Rebranding is the process of updating or changing a brand to make it more appealing to its target audience.

品牌重塑 品牌重塑 品牌重塑是更新或改變品牌以使其對目標受眾更具吸引力的過程。

Abercrombie and Fetch was originally branded as a sporting goods company, but

Abercrombie and Fitch 最初是以運動用品公司進行品牌塑造，但

in the late 1980s they rebranded as a luxury apparel retailer.

在 1980 年代末，他們重新品牌化為奢侈服飾零售商。

Co Branding Co Branding Co branding is when two or more companies join together and use their brands to promote one product.

聯合品牌 聯合品牌 聯合品牌是指兩家或多家公司聯手，並利用其品牌來推廣單一產品。

For the Barbie doll's 50th anniversary, Mattel and Fiat Co branded to produce the Barbie 500, a pink toy car.

為了慶祝芭比娃娃 50 週年，美泰兒 (Mattel) 和飛雅特 (Fiat) 進行聯合品牌，推出了芭比 500，一款粉紅色的玩具車。

Brand Stretching Brand Stretching like elastic, a brand can be stretched when new.

品牌延伸 品牌延伸 就像彈性一樣，品牌可以延伸到新的。

Sometimes unrelated products are added to a brand.

有時會將不相關的產品加入品牌。

這就是品牌隨著時間的推移而延伸。

Yamaha has stretched its brand from musical instruments to motorcycles to sports equipment.

Yamaha 已將其品牌從樂器延伸到摩托車再到運動器材。

Market Leader Market Leader A market leader is a company or brand that has the largest percentage of sales and revenues.

市場領導者 市場領導者 市場領導者是指銷售額和收入佔比最大的公司或品牌。

Our goal is to become the market leader in tennis equipment.

我們的目標是成為網球器材的市場領導者。

Now it's your turn to practise some of the words we have studied.

現在換你們練習我們學過的單字了。

In this episode, you'll hear a series of sentences with a word replaced with a beep.

在本集節目中，你會聽到一連串句子，其中一個單字會被嗶聲取代。

Repeat the whole sentence but say the missing word.

請重複整個句子，但說出漏掉的那個字。

For example, if you hear Our company is cooperating with Microsoft to develop a co computer mouse, you will say Our company is cooperating with Microsoft to develop a co branded computer mouse.

例如，如果你聽到 Our company is cooperating with Microsoft to develop a co computer mouse，你應該說 Our company is cooperating with Microsoft to develop a co branded computer mouse。

We'll play an example answer after each exercise.

我們會在每次練習後播放一個範例答案。

To build our sales among tall business women, we need to try marketing.

為了提高我們在高挑的職業女性中的銷售額，我們需要嘗試行銷。

To build our sales among tall business women, we need to try niche marketing.

為了提高我們在高挑的職業女性中的銷售額，我們需要嘗試利基市場行銷。

My sister always buys Honda cars, she's showing brand.

我姊姊總是買 Honda 車，她展現了品牌。

My sister always buys Honda cars, She's showing brand loyalty.

我姊姊總是買 Honda 車，她展現了品牌忠誠度。

Our excellent reputation for quality adds to our brand.

我們優良的品質聲譽，增加了我們的品牌。

Our excellent reputation for quality adds to our brand equity.

我們優良的品質聲譽，增加了我們的品牌資產。

Business travelers are our largest market.

Business travelers are our largest market segment.

商務旅客是我們最大的市場區隔。

That's all for this video Vocab episode, the second of a two part series on marketing and branding.

這就是這集 Video Vocab 的全部內容，這是關於行銷與品牌塑造系列兩集中的第二集。

Video Vocab is now available on a new website, www.videovocab tv.

Video Vocab 現在可以在一個新網站上找到，www.videovocab tv。

Click the link below to subscribe in itunes and get a free transcript for today's lesson.

點擊下方的連結在 iTunes 訂閱，並取得今天課程的免費逐字稿。