Brand Management: Aligning Business, Brand and Behaviour 第 1 周 Glossary
B
Brand equity – the commercial value a brand provides to a firm through its effects on the attitudes and behaviours of its stakeholders.
品牌资产——品牌通过其对利益相关者态度和行为的影响而为企业提供的商业价值。
Brand identity – a name, symbol or design that identifies a product, service or entity from others.
品牌标识——一个名称、符号或设计，从其他人那里识别一个产品、服务或实体。
Brand image – a set of associations attached to a brand identity in the minds of its stakeholders.
品牌形象——在利益相关者心目中，与品牌身份相关的一系列协会。
Brand promise – the customer value proposition or benefits communicated by the brand to the customer and/or consumer.
品牌承诺——品牌向客户和/或消费者传达的客户价值主张或利益。
Brand purpose – this answers the question of why a brand exists with respect to the positive difference it aims to make in people’s lives.
品牌目的——这回答了为什么一个品牌存在于人们生活中的积极意义上。
Brand valuation – the Net Present Value (NPV) of future cash flows stemming from the brand as an intangible (separable) asset, for example, as estimated in the avoided royalty payments through ownership of a trademark and associated intellectual property (e.g., brand guidelines).
品牌估值——品牌作为无形（可分离）资产产生的未来现金流的净现值（NPV），例如，通过拥有商标和相关知识产权（例如，品牌指南）而避免的特许权使用费支付中估计的净现值。
Brand value – the incremental Net Present Value (NPV) of future cash flows stemming from a branded compared an unbranded business and product via its effect on all stakeholders (e.g., customers, employees, suppliers, financiers, channel partners, etc.). In simpler terms, what deploying the brand is worth to management, the bottom line, and shareholders.
品牌价值——通过对所有利益相关者（如客户、员工、供应商、金融家、渠道合作伙伴等）的影响，由品牌与非品牌业务和产品进行比较而产生的未来现金流的增量净现值（NPV）。简单地说，品牌的部署对管理层、底线和股东都是有价值的。
Branding – the creation of names, symbols, characters, and slogans that (1) help identify a product and (2) create unique positive associations that differentiate it from the competition by (3) creating additional meaning (value) in consumers’ minds.
品牌化——创建名称、符号、字符和标语，这些（1）有助于识别产品，以及（2）通过（3）在消费者心中创造附加意义（价值），创建独特的积极关联，使其区别于竞争对手。
C
Consumer – a person or entity that makes use of a good or service.
消费者——利用商品或服务的个人或实体。
Culture – the tone and way in which things are done around the organisation.
文化——在组织内做事的基调和方式。
Customer – a person or entity that purchases goods or services.
客户——购买商品或服务的个人或实体。
Customer-based brand equity – “the differential effect of brand knowledge on consumer response to the marketing of the brand” (Keller, Journal of Marketing, 1993).
基于顾客的品牌资产——“品牌知识对消费者对品牌营销反应的差异效应”（Keller，市场营销杂志，1993）。
Customer/consumer experience – a customer’s and/or consumer’s holistic perception of their interactions with an organization and its products and services over the duration of their relationship.
客户/消费者体验——客户和/或消费者在其关系期间对其与组织及其产品和服务的互动的整体感知。
Consumer/customer journey – the mapping of the customer experience across all touchpoints (in particular those “moments-that-matter”) between the customer and/or consumer.
消费者/客户旅程——客户和/或消费者之间所有接触点（尤其是那些“重要时刻”）的客户体验映射。
Customer value proposition (CVP) – the sum total of benefits which a seller promises a customer will receive in return for the payment or other value-transfer. 客户价值主张（CVP）——卖方承诺客户将获得的总收益，作为付款或其他价值转移的回报。
D
Differentiation – relevant associations or the net value of customer perceptions of a brand, product, or service that sets it apart from the competition.
差异化——相关协会或客户对品牌、产品或服务的感知净值，使其在竞争中脱颖而出。
E
Employee-based brand equity – “the value a brand provides to a firm through its effects on the attitudes and behaviours of its employees” (Tavassoli, Sorescu & Chandy, Journal of Marketing Research, 2014).
基于员工的品牌资产——“品牌通过其对员工态度和行为的影响为公司提供的价值”（Tavassoli，Sorescu&Chandy，市场研究杂志，2014年）。
Employee branding – the process by which employees learn about, commit to and are are motivated and enabled to deliver the proised brand experience to customers and consumers.
员工品牌化——员工学习、致力于并被激励并能够向客户和消费者提供按比例分配的品牌体验的过程。
Employee Value Proposition (EVP) – the benefits promised by an organisation in return for the talent, experience and engagement employees bring to the organisation.
员工价值主张（EVP）——一个组织承诺的福利，以回报员工为组织带来的人才、经验和敬业度。
Employer brand – the image of an organisation as a great place to work in the minds of potential and current employees.
雇主品牌——一个组织在潜在员工和现有员工心目中的良好工作场所形象。
Experience – the perceptions of an event, episode or encounter that leave an impression. 体验——对一个事件、事件或遭遇留下印象的感知。
I
Intangible asset – a non-physical asset such as a patent, trademark, or goodwill recognized in business combination.
无形资产——在企业合并中确认的非有形资产，如专利、商标或商誉。
M
Mission statement – a simply written statement of the current business purpose to provide direction and guide decision making: what business are we in, i.e., what do we aim to provide for our customers and other stakeholders?
使命声明——一份简单的书面声明，说明当前的业务目标，为决策提供指导和指导：我们从事什么业务，即我们的目标是为客户和其他利益相关者提供什么？
N
Net Present Value (NPV) –the future cash receipts associated with an investment, discounted by a specified rate of return.
净现值（NPV）——与投资相关的未来现金收入，按规定的回报率贴现。
P
Positioning – the strategic intent (aim) or design for a differentiated brand image within a specific target audience.
定位——在特定目标受众中，为差异化品牌形象的战略意图（目标）或设计。
R
Royalties – rent-like payments made to the legal owner of a brand (or other asset) by those who wish to make use of it, for example, to generate revenue.
特许权使用费——例如，那些希望利用某个品牌（或其他资产）来创造收入的人向该品牌（或其他资产）的合法所有者支付的类似租金的款项。
S
Sales funnel – the visual representation, in the form of an inverted funnel or pyramid, of the customer relationship with a brand, product or service ranging from “customer states” such as awareness, to consideration, to trial, to repeat purchase, to adoption (e.g., habit or loyalty), or other sales outcomes such as up-selling and cross-selling.
销售漏斗——以倒漏斗或金字塔的形式直观地表示客户与品牌、产品或服务的关系，包括“客户状态”，如意识、考虑、试验、重复购买、采用（如习惯或忠诚），或其他销售成果，如追加销售和交叉销售。
T
Trademark – a distinctive mark or feature particularly characteristic of or identified with a person or thing.
商标——一种特殊的标志或特征，特别是人或物的特征或与之相一致的特征。
V
Values – these describe your desired culture and can be “who values” that describe the organisation’s character or spirit, often anchored in its heritage; what or “end” values that link to the organisational purpose; and how or “means” values that are a code of behaviour that defines the manner in which the organisation intends to accomplish its aims, the emphasised norms, principles, or common set of beliefs.
价值观——这些价值观描述了你所期望的文化，可以是“谁的价值观”，描述了组织的性格或精神，通常根植于组织的传统中；与组织宗旨相关的“什么”或“目的”价值观；以及如何或“意味着”价值观，这些价值观是定义组织意图的行为准则完成它的目标，强调的准则、原则或共同的信仰。
Vision statement – based on the organisational purposes, this describes why a business is doing what it is doing and where a well-executed mission will take them. Best done as an inspiring image of a possible and desirable future state, in order to unite and inspire all stakeholders.
愿景声明——基于组织目标，描述了企业为什么要做它正在做的事情，以及一个执行良好的任务将把他们带到哪里。最好是作为一个可能和可取的未来国家的鼓舞人心的形象，以便团结和激励所有利益相关者。
