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  • What is a brand?

    品牌是什麼?

  • A brand is the difference between a pair of running shoes and a pair of Nikes.

    品牌是一雙慢跑鞋和一雙 Nike 之間的差別。

  • A brand is what people feel about you, your product, the service you provide, or your organization.

    品牌是人們對你、你的產品、你的服務、你的組織的感覺。

  • It's part rational, but mostly emotional.

    人們在面對品牌時有部分是理性的感受,但是大部分是感性的。

  • People will forgive a strong brand if it makes a mistake.

    如果一個強大的品牌犯錯,人們會原諒它。

  • Remember NEW! Coke?

    還記得 NEW!Coke 嗎?

  • Likewise, people won't forgive a weak brand if it makes a mistake.

    同理的,如果一個弱小的品牌犯錯,人們不會原諒它。

  • Remember Gateway computers?

    還記得 Gateway 電腦嗎?

  • We thought so.

    我們就知道。

  • So, what is the secret of a strong brand?

    那麼,強大品牌的祕密是什麼呢?

  • The answer is surprisingly simple.

    答案簡單得不可思議。

  • FOCUS.

    聚焦。

  • I'll say it again, FOCUS.

    讓我再重述一次,聚焦。

  • Great brands stand for something, not a lot of things.

    強大的品牌背後總有想表達的某個意義,而不是概括的一堆概念。

  • ONE THING.

    只需一個意義。

  • For decades, Swedish car maker VOLVO define their brand with a single word - safety.

    數十年來,瑞士的汽車製造商 VOLVO 將自己的品牌定義為一個簡單的單字-安全。

  • Well, it seemed to work for them.

    這個策略對他們來說似乎是成功了。

  • Sometimes you have to think beyond the category to know what you stand for.

    有時候你必須跳脫思維侷限,才能找到自己品牌所代表的意義。

  • HARLEY-DAVIDSON makes motorcycles.

    哈雷是摩托車製造商。

  • Want to guess what they stand for?

    想要猜猜看它的品牌所代表的是什麼嗎?

  • FREEDOM.

    自由。

  • Not a more powerful engine, not a more reliable bike, or a smoother ride. Freedom.

    不是更為有力的引擎、更為可靠的摩托車、或更為順暢的騎乘體驗,而是自由。

  • Brands are experiential.

    品牌是體驗性的。

  • Take Starbucks, they differentiate themselves in many ways, and offer a consistent brand experience in every Starbucks you visit.

    以星巴克為例,他們在許多方面塑造出與其他咖啡店不同的區隔,並在每一間星巴克提供了一致的品牌體驗。

  • They even have their own language.

    他們甚至有自己的語言。

  • Starbucks is created in a unique community of coffee lovers that speak Starbucksease, and are true brand ambassadors.

    星巴克是創立於一個特殊的咖啡愛好者社群,他們講星巴克語,並是真正的品牌大使。

  • It doesn't get any better than that.

    沒有什麼比這更棒了。

  • Starbucks have realised they weren't in a business of serving coffee.

    星巴克瞭解到他們不是提供咖啡的行業。

  • They were in the business of serving people.

    而是服務客人的行業。

  • So, can you put a monetary value on a brand?

    那麼,你可以用金錢衡量一個品牌嗎?

  • The people at Interbrand research can.

    Interbrand 研究公司認為可以。

  • Remember the fine folks at Coca-Cola we mentioned earlier?

    還記得先前提到的可口可樂嗎?

  • Care to guess what their brand is worth?

    猜猜看他們的品牌價值吧?

  • That's right, according to Interbrand, about 61% of the value of the Coca-Cola corporation is brand.

    沒錯,根據 Interbrand 研究,可口可樂有 61% 的價值在於品牌本身。

  • That's a lot of cash.

    這可是很大的一筆錢。

  • Here's the monetary value of some other brands you will be familiar with.

    這裡呈現的是一些你可能已耳熟能詳的品牌的金錢價值。

  • So, a brand is worth protecting and nurturing.

    因此,一個品牌是值得保護和培育的。

  • But how?

    但是該如何做到呢?

  • Here are a few key points to help maintain or even grow your brand.

    這裡有幾點策略來幫你維護,甚至成長你的品牌。

  • One, be different.

    首先,和別人不同。

  • The world is filled with parody products and services.

    世界上充滿了相似的產品和服務。

  • Make yours stand out.

    讓自己與眾不同。

  • Two, be vigilant.

    其次,隨時保持警惕。

  • Don't allow your brand to do things it shouldn't.

    別允許自己的品牌犯下不應該的錯誤。

  • Don't be the Gateway computers of your category.

    別成為你領域中的 Gateway 電腦。

  • Three, be relevant.

    最後,保持和市場的相關性。

  • The market place changes constantly, make sure your brand keeps up.

    市場是個變化快速的地方。要確保你的品牌跟上潮流。

  • So, who really owns a brand?

    那麼,究竟誰擁有品牌?

  • The brand manager? The VP marketing?

    品牌經理?行銷副理?

  • Brands are owned by the people.

    大眾擁有著品牌。

  • It used to be, a company would tell people about their brand.

    過去,公司告訴大眾關於品牌的資訊。

  • It was pretty much a one-way thing.

    幾乎是一個單向的形式。

  • Now, it is much more of a conversation.

    現今則偏向一個對話形式。

  • But don't worry.

    別擔心。

  • This instant feedback can be very useful.

    如此快速的回饋其實是相當有用的。

  • It gives you a glimpse into what's in the hearts and minds of your customers, and allows you to take action when you need to.

    它能讓你知道消費者的心裏和腦袋在想什麼,並允許你在需要的時候採取行動。

  • It can also help you stay focused, and that's a good thing.

    它也可以讓你聚焦,而這是一件好事。

  • So let's recap.

    好,那讓我們複習一次吧!

  • A brand is much more than your logo, or the color of your truck fleet. It's something intangible.

    一個品牌不僅是你的標誌、運送車隊的顏色,而是無形的東西。

  • It's what people think of you, but mostly on an emotional level.

    品牌是人們如何看待你的方式,尤其多在情感層面上。

  • Great brands are focused, they stand for something.

    好的品牌是聚焦的,它們背後有要代表的意義。

  • Great brands are not just seen and heard, they are experienced, and in a way that is uniquely theirs.

    好的品牌不僅僅是聽覺和視覺的,它們是體驗性的,並且是獨一無二的。

  • A brand can have tremendous value, and should be treated that way.

    一個品牌可以有巨大的價值,而它也該被審慎對待。

  • Keep your brand healthy by being different, vigilant, and relevant.

    讓你的品牌保持獨特、警惕性、和跟上市場。

  • And finally, never forget that people, your customers, own your brand.

    最後,不要忘記你的顧客擁有你的品牌。

  • Listen to them, respect them.

    傾聽它們並尊重他們。

  • Most of all, earn their trust.

    最重要的,贏得他們的信任。

What is a brand?

品牌是什麼?

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A2 初級 中文 美國腔 品牌 星巴克 價值 可口可樂 意義 摩托車

到底品牌是什麼?(What is a brand?)

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    Leslie Li 發佈於 2021 年 07 月 07 日
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