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Hi everybody, welcome to www.engvid.com, I'm Adam.
大家好，欢迎来到英格威学习网，我是亚当。
In today's video, we're going to have a bit of a business English lesson, and we're going to focus on marketing.
在今天的视频中，我们要学习一些商务英语，我们将会关注市场营销。
But marketing is a very broad area of business.
但市场营销是一个非常广泛的商业领域。
So, we're going to focus more specifically on a couple of things.
所以，我们将更具体地关注几件事。
We're going to look at brand and branding, and we're going to look at little bit at promotion after a couple of minutes.
我们会讲到品牌和品牌创建，几分钟后我们会讲到促销。
So, let's start talking about what is a brand, what is a product, what is the relationship between these things.
那么，让我们开始谈谈什么是品牌，什么是产品，这些东西之间的关系是什么。
What's the relationship between companies and consumers, etc.
公司和消费者之间是什么关系，等等。
So, first of all, what is a brand? For most people, if you ask most marketers,
那么，首先，什么是品牌？对于大多数人，如果你问大多数营销人员，
they will give you very different answers, but all of them work more or less in the same area.
它们会给你非常不同的答案，但它们或多或少都在同一个领域起作用。
A brand is an image or an identity.
品牌是一种形象或身份。
It's the image that a company wants the consumers to have, or it's the image that consumers do have, for better or worse.
这是一个公司想要消费者拥有的形象，或者这是消费者已经拥有的形象，无论好坏。
Sometimes, the image that the company wants the consumers to have is not the image that they actually do have.
有时候，公司想让消费者拥有的形象并不是他们实际拥有的。
In which case, they need to do a lot of work, which is called branding.
在这种情况下，他们需要做很多工作，这被称为品牌创建。
Which we'll talk about in a second.
我们马上就会讲到。
Now, a product is the actual thing that the company is selling.
现在，产品是公司实际销售的东西。
It could be an actual physical thing, like a product directly.
它可以是一个实际的物理东西，比如直接的产品。
It could be a service; it could be a combination of these things.
它可以是一项服务；它可能是这些东西的组合。
And it's very important to understand that brand and product are not the same thing.
要知道品牌和产品不是一回事，这一点非常重要。
So, I'm going to mention a bunch of companies as examples, but let's start with a brand.
我将举一些公司作为例子，但让我们从一个品牌开始。
I think most people know what Porsche is, or Porsche, depending how you want to say it.
我想大多数人都知道保时捷是什么，或者保时捷，取决于你怎么说。
And the most famous product that Porsche sells is the 911, or the Boxer, whatever you want to call it.
保时捷最著名的产品是911，或者叫Boxer，随你怎么叫。
Different times, different names. The 911 is the car.
不同的时代，不同的名字。911就是那辆车。
It's the type - the particular model of car.
这是一种特殊的车型。
But when somebody thinks of Porsche, of course they may think of the 911, but they also might think of other things.
但当人们想到保时捷时，他们当然会想到911，但他们也可能会想到其他东西。
So, the brand is the full identity, in terms of what the company sells - the 911, plus a few other models.
所以，从公司销售的产品来看，品牌就是完整的身份——911，加上其他一些型号。
What the company stands for. So, when people think "Porsche", they think rich people.
公司的宗旨。所以，当人们想到“保时捷”，他们会想到富人。
They think luxury. They think unaffordable to most people, right? So, something that makes you a little bit special.
他们想到奢侈品。他们认为大多数人都负担不起，对吧？所以，它是能让你与众不同的东西。
But that's exactly the image that the company wants you to have, right? That's what their brand is all about.
但这正是公司希望你拥有的形象，对吧？这就是他们的品牌。
And these days, branding is extremely important, especially with the new generations.
如今，品牌非常重要，尤其是对新一代的人来说。
The Millennials and, soon enough, the Gen Zs, who care about different things than the Gen Xers and the Baby Boomers, the older members of society.
千禧一代，以及不久之后的Z世代，他们关心的事情与失落的一代和婴儿潮一代不同，他们是社会上较年长的成员。
So, companies are now struggling to understand the new generation and they're trying to rebrand.
因此，公司现在正在努力了解新一代，他们试图重塑品牌。
So, I'm actually going to put this here.
我要把它写在这里。
Rebrand means change the way the way they brand themselves. They change the image they're trying to portray.
重塑品牌意味着改变他们标榜自己的方式。他们改变了他们试图描绘的形象。
Because young people care more about the environment and climate change.
因为年轻人更关心环境和气候变化。
And they care more about ethical business practices.
他们更关心道德商业行为。
And they care more about sharing the wealth and things like that.
他们更关心财富分享之类的事情。
They don't want luxury items. They don't want diamonds, they don't want Porsches.
他们不想要奢侈品。他们不想要钻石，不想要保时捷。
They want everybody to be happy and health and peaceful. Which is a good thing.
他们希望每个人都幸福、健康、安宁。这是一件好事。
Not so good for companies that are trying to sell a particular product.
对于那些试图销售某种特定产品的公司来说，情况就不是那么好了。
So, brand and product, two different things.
所以，品牌和产品，是两个不同的东西。
Think of another example. Let's think about McDonald's.
再想想另一个例子。让我们想想麦当劳。
McDonald's is a brand, and Big Mac is a product.
麦当劳是品牌，巨无霸是产品。
When I think - or when most people think of McDonald's, everybody will have a different idea.
当我想到——或者大多数人想到麦当劳时，每个人都会有不同的想法。
And when they think of products, everybody will choose a different product.
当他们想到产品时，每个人都会选择不同的产品。
So, some people will think "Big Mac", some people will think "McChicken",
所以，有些人会想到“巨无霸”，有些人会想到“麦香鸡”，
some people will think the sundae, the ice cream sundae that they sell.
有些人会想到圣代，即他们卖的冰淇淋圣代。
Everybody has a different favorite product, but most people will have a very similar idea of McDonald's itself.
每个人喜欢的产品都不一样，但大多数人对麦当劳本身的看法非常相似。
Fast food, hot, cheap, delicious, or disgusting. There's really not much of a middle ground.
快餐，热的，便宜的，美味的，或恶心的。真的没有什么中间地带。
Some people will think of Ronald McDonald, you know, the clown that is the mascot of McDonald's.
有些人会想到麦当劳叔叔，麦当劳的吉祥物小丑。
Because Ronald McDonald houses, at least in Canada, they do a lot of charity work.
因为麦当劳叔叔之家，至少在加拿大，他们做了很多慈善工作。
So, people have a very good image of McDonald's here.
所以，这里的人们对麦当劳的印象很好。
Of course, they make a lot of money, but they also help people with that money.
当然，他们赚了很多钱，但他们也用这些钱帮助人们。
And they provide jobs, etc. So, brand and product.
他们提供了工作机会，等等。所以，品牌和产品。
Now, branding means thinking a lot about how to create that image.
现在，品牌创建意味着要认真考虑如何创造这种形象。
So, one of the things they need to think about is the logo,
所以，他们需要考虑的一件事就是商标，
because the first association that people make with a company is the logo.
因为人们与公司的第一个联系就是公司的标志。
So, if you think of McDonald's, the first thing you think of is the golden arches.
所以，如果你想到麦当劳，你首先想到的是金色的拱门。
Or, as you're driving along the street and you're a little bit hungry
或者，当你在街上开车的时候，你有点饿了，
and you see the two arches, the golden arches, right away you know there's' food there.
你看到两个拱形，金色的拱形，你马上就知道那里有食物。
There's McDonald's, there's hamburgers or whatever else you like. Starbucks.
有麦当劳，有汉堡或者你喜欢的任何东西。星巴克。
When you think of Starbucks, you think of that green circle with the lady inside and the weird fish hair.
当你想到星巴克的时候，你会想到里面有一位女士的绿色圆圈和奇怪的鱼毛。
But then you think of Exxon. Exxon, again, I'm not sure everybody knows this company. It's a big oil company.
但说到埃克森。埃克森，我不确定每个人都知道这家公司。这是一家大型石油公司。
But in North America, when people think "Exxon", they don't necessarily have a very good image.
但在北美，当人们想到“埃克森”的时候，他们的形象不一定很好。
Why? Because however many years ago, there was a big accident.
为什么？因为很多年前，他们发生了一起大事故。
One of the tankers carrying their oil crashed into an iceberg and spilled all the oil in the ocean.
其中一艘载着石油的油轮撞上了一座冰山，所有的石油都泄漏到海里。
So, people might think that Exxon is an irresponsible company, or that it - they just care about money.
所以，人们可能会认为埃克森是一个不负责任的公司，或者它——他们只关心钱。
They don't care about nature or the animals or whatever, right? So, branding is very important.
他们不关心自然或者动物，对吧？所以品牌创建是非常重要的。
Obviously, the name is very important.
显然，名字是非常重要的。
