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essay代写案例-branding research

首先,要特别注意“品牌个性”的定义,可以看出,在本文中,作者将其视为“与品牌相关的人类特征集”。可以看出,品牌个性是品牌形象或意义的组成部分。营销研究能够确定客户/用户与品牌之间的联系,可以帮助探索客户确实从品牌中获得了哪些人类特征,以及他们进一步希望从品牌中感知到什么。毕竟,品牌个性是无形的存在,只有在其客户通过访问和与品牌互动的过程中能够理解它时,它才有意义。市场研究可以专注于互动,深入研究客户对个性的反应。

At first, giving a particular attention to the definition of “brand personality”, it can be seen that in the article, the author regarded it as “the set of human characteristics associated with a brand”. It can be seen brand personality is one integral part of the brand image or meaning. Marketing research, which is able to identify the link between the customers/user and a brand, can help explore what kinds of human characteristics that the customers indeed receive from the brand and what would they further like to perceive from the brand. After all, a brand personality is intangible presence, and it becomes meaningful only when its customers can understand it through the process of getting access to and making interaction with the brand. Marketing researches can focus on the interactions, going deep into the responses from the customers towards the personality.

 当我对印度河谷进行分析时,我可以感觉到作者可能想强调品牌知识的无形方面。 “与美索不达米亚社会并驾齐驱的文明”不仅与物质生产,技术有关,还与生活方式,思维方式和人们追溯到文明时的共同价值有关。我想将其与星巴克联系起来,更具体地讲,就是其储备仓库在纽约,上海等世界各地大城市中创造的“星巴克体验”。当人们接触到该品牌时,他们的注意力就会转移总是超越品牌的实体产品,例如由100%符合道德标准的咖啡豆制成的饮料,并告知他们一种生活方式和价值,其特点是放松,中产阶级,风度翩翩,年轻,外向等。

When I went through the analyses about the Indus Valley, I can feel that the author might want to highlight the intangible aspects of brand knowledge. The civilization “arouse in tandem with Mesopotamian society” is not only about physical productions, technologies, it is also about a lifestyle, a thinking pattern, a shared value when people date back to the civilization. I would like to link it with Starbucks, to be more specific, the “Starbucks experience” created by its Reserve Roasteries in larger and metropolitan cities throughout the world like New York, Shanghai, etc. When people get access to the brand, their attentions always go beyond the brand’s physical offerings like the drinks made of 100% ethical coffee bean, they are told about a kind of lifestyle and value characterized by relaxing, middle class, personable, youthful, outgoing, etc.

 该文章认为,关于品牌的最早已知示例是商家用来“为其商品打品牌”的精美动物印章。实际上,我认为建立品牌意识的时间可能要早得多,当时人们非常重视使自己的产品与竞争对手的产品不同。换句话说,品牌塑造是随着人们对交易的关注和发展而形成的。在我看来,品牌发展的不同速度取决于当地经济的增长以及不同群体之间的相互作用。例如,在中国上山,“祖冠是原型品牌的最好代表”。祖顶使每个祖的产品都不同,具有存储和交付的某些信息。实际上,无论特定人群的原始品牌,还是出于商业目的而创建的标记/符号/标志,品牌演变的方式都是基于人类的行为模式-人类的进步,例如对政治,经济或社会上不同或转变的意识的不断提高是影响品牌呈现形式的决定性因素。

The article considered that the earliest known example about branding is the magnificent seals of animals that merchants used to “brand their wares”. In fact, I think that the development of awareness of building brands might be much earlier – at the time when people attached great significance to making their offerings different from those of competitors. In other words, branding was formed along with human’ focuses on and development of trades. In my point of view, the different speeds that brands evolve are dependent upon the growth of local economies, and the interactions of different groups. For instance, in Shang China, “zu crests are best representative of a proto-brand”. Zu crests have made products of every zu different with certain information stored and delivered. In fact, regardless of proto-brand of a certain group of people, or a marking/symbol/sign created for commercial purpose, the ways that brands evolve are based on the behavior patterns of humans – humans progression, e.g. a growing awareness of being politically, economically or socially different or transformed, are the decisive factors that influence the presenting forms of brands.