求一篇关于《品牌与品牌形象》的英文文章。

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• 德高防水专卖店

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  Your corporate brand is the coherent outward expression or your company's mission statement, business strategy and activities. Basically, in the public mind you are as you act and the most carefully created marketing strategy in the world will not be enough to overcome bad image if the public sees you acting irresponsibly or recklessly. Since the perception of your brand has direct correlation to public confidence and thereby to profits, careful stewardship of the brand image is highly recommended. But if your corporate brand comes from all of these different strands of business activity, how do you create positive brand image? Further, how do you create an image that inspires confidence in your specific consumer group?
  
  The first thing to understand is that you cannot apply corporate brand like a veneer over the top of your organization. The public's perception will come from every interaction your company has, from news stories, from charity events, from sponsorships and from your employee's public behavior. If the brand is simple as a marketing slogan then it will not come through and you will have spent a great deal of money on creating empty words. Your brand is an already existing entity. The employment marketing techniques can simply help you give the brand focus and an easily remembered slogan.
  
  If your corporate brand comes from the already existing paradigms within your company then to ensure that it is positive you will need to review practices and public interactions. What you want when creating a positive brand image is to eliminate the corporate behaviors that lead to bad public perception and amplify those that give positive press. In addition amplifying good behaviors will have the benefit of energizing your employees so that they represent you well in public. Once you have identified the positive traits already existing in your company you can concentrate on adding those features that you think are needed to fill out the positive corporate brand. It is a prime example of how the old adage about beauty only being skin deep applies in the corporate world.
  
  After all the procedures and behaviors are in place and working well it will be an easy matter for your marketing department to 'package' them into a brand statement. When the corporate slogan matches the brand as the public perceives it you will have a successful and positive corporate brand image.
  
  Tony Jacowski is a quality analyst for The MBA Journal. Aveta Solutions - Six Sigma Online ( sixsigmaonline.org ) offers online six sigma training and certification classes for lean six sigma, black belts, green belts, and yellow belts.
  
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  Your corporate brand is, more than anything else, the most significant thing which will define you in the public eye, and therefore the one which will help to ensure your success - or your demise. A strong brand image and name will boost confidence throughout the business, and create a strong, successful impression in the market. So what aspects of your business or product should you bear in mind if you are considering either a rebranding opportunity, or perhaps creating a corporate brand from scratch for a new business?
  
  One of the first things that should be considered is longevity. There is no gain at all to be had from planning a branding strategy for the immediate future only. With a short-term brand image, you will be losing out on one of the most significant aspects of branding, and that is the benefit which can be gained from having a brand that lasts, that survives the storms and comes out floating beautifully, if you'll pardon the metaphor.
  
  Most brand images only tend to be truly successful once they have been weathered a bit. A new name, a new logo, a new image might attract some attention initially simply because of its novelty. However, novelty, like fashion, becomes tired and yesterday's news. What comes after novelty? Not a great deal, unless you've planned for the longer journey. Plan your corporate brand with a view to making it last beyond the immediate future, and see it as a means of taking your business well into the future.
  
  Another aspect of a corporate branding strategy which should be considered very seriously is consistency. People appreciate a brand image that is consistent wherever that business happens to be featured. This includes everything from your letter headed notepaper to your storefront, from your portfolio leaflets to your website, and from your business card to your trade show stands.
  
  What is the best known brand world-wide? It involves yellow arches - that is all that is needed for the name to jump into your mind. The branding is ubiquitous, which exemplifies the need for consistency, and which also emphasises the importance of design. A brand logo should be as suitable to be printed on letter headings as for visibility on a large scale, such as from motorways or from the air.
  
  This means, if you are considering your brand image from a starting position that you need to think carefully about what will work across all of the advertising media and yet not look out of place at the entrance to your office building. This can be quite difficult, since what works well in one form doesn't always translate well to others.
  
  Consider a website for example, where your banner image can be 800 pixels wide, and a couple of hundred or more high - plenty of room for a long name, a long slogan and a few images. But what of your business cards? Can you achieve the same impact and immediate brand recognition within a space just a few centimeters square?
  
  A good plan when it comes to creating a successful corporate brand is to consider not only the market place, but also your competitors. What makes your competitors' brand images stand out? What is it about their brand image, brand name, logo or color theme which gets them remembered? Think about the slogans or tag lines they use, and how these are perceived by customers.
  
  Of course, this is not so that you can copy the ideas or principles, attempting to piggy-back on the success of other businesses. There are very few examples where this works at all, let alone successfully. However, having an understanding of what is already out there in the marketplace, working successfully, gives you a much ter idea, not only of what you are up against, but of how you can stand out against it.
  
  What is it that makes your business different? You will undoubtedly have an edge of one kind or another. If you are much smaller than your competition, then you can be more personal. If you are much bigger, you're likely to be more competitive. If you are a merger of companies, you have more breadth to your experience, and if you are new then you can offer a breath of fresh air and a novel approach.
  
  Once you understand the edge that your business has over other businesses, and understand not only what makes your business stand out, but also what you would like your business to be known for, then you can start to perceive ways in which that can be communicated and expressed through your corporate brand image.
  
  A successful brand image will be one which is remembered easily, is recognized quickly and which has something to say, says it succinctly and says it effectively. It is not often successful if it makes people think for too long, tries to be too clever, denigrates the competition or is too easily dated. Try to avoid these clichés and you are already likely to be sailing on waters more likely to see you heading out for a successful, long voyage.
  
  Ultimately, once you have chosen your corporate brand you will need to promote it, back it, and ensure that all of your employees and representatives support it, which they are more likely to do if they believe in it and are confident with it.
  
  Surge Design is based in Atlanta Georgia. Contact Surge Design today to talk about corporate brand atlanta georgia as well as their other services which include: Catalog Design, Corporate Identity, Name Development Messaging, Name Positioning, Stationary Systems, Marketing Collateral, Corporate Presentations, Corporate Promotional Campaigns, Corporate Press Kits, Business Advertising, Restaurant Menu design, Corporate Packaging, Business Event Graphics, Tradeshow Graphics, Business Signage, Direct Mail Campaigns, HTML Email Campaigns, Website Design and Interactive Advertising.
  
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  What do Coca-Cola(TM), Microsoft(TM) and IBM(TM) have in common? These companies topped BusinessWeek and Interbrand's annual study of "100 Best Global Brands" in 2005. With an accumulated 180 billion US dollars worth of brand value, there are many lessons to be learnt from these corporate giants that are applicable to your business.
  
  Giagantic numbers aside, the value of your brand is accumulated through the creation of brand knowledge. This consists of two consumer-driven aspects of a brand... brand image and brand awareness. Brand image refers to the psychological associations formed by consumers with the brand, while brand awareness refers to the strength of those assocations. In general terms, greater brand awareness would mean stronger mental associations involved with the brand, resulting in greater ability in recalling the brand at a later time.
  
  Although to some extent, businesses and corporations are able to exert some influence on brand image and awareness, it is the consumers who ultimately determine brand equity and value. Generally, brand equity is calculated as a difference ween the expected future revenue from the brand and the future revenue from an equivalent non-branded product or service.
  
  In developing your brand, Debbie Allen, an award-winning author, suggests that businesses should asks themselves seven key questions.
  
  * What is my business and why is it different from my competitors?
  * Why are my products and services different and/or innovative?
  * How is my business unique and shamelessly special?
  * What is the Unique Selling Point (USP) that sets me apart from my competition?
  * How can I demonstrate that my business is the best place to do business?
  * How can I build customer loyalty ter than my competition?
  * Does my business have an identifiable logo and tag line that customers recognise?
  
  It is therefore important for businesses to embark on their marketing strategies knowing exactly who their targetted market segments are, and what motivates them. Being able to set apart from your competitors, and cultivating an easy to recall brand affects your brand image and awareness, and ultimately your brand equity.
  
  by Raffi Ismail
  
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  Business is the most important and significant aspect of life and it has a lot of value in daily life. The world of business is also becoming competitive and it is a lot more difficult to survive, maintain a steady progress and get success. There are so many effective ways that can be adopted and effectively used for the announcement and classified ad of business and industry. Advertisement is the best and most efficient method to increase the value and recognition of business. Most companies and businesses use this tool to promote their new products to their potential customers. There are many different ways and methods that can be used for this purpose such as radio along with the facility of print and television media as well. Most of the companies achieve this purpose by just allotting fliers and some of them use the option of offering discounts on their products, some companies even adopt the strategy of giving coupons to their customers. The internet is also effectively and efficiently used as a source of marketing and advertisement.
  
  Promotional gifts are one of the most proficient and effective advertisement methods/tools. In order to increase the level of sales, this method is the best of the lot to create and increase brand awareness amongst the public and most importantly amongst potential customers. The distribution of these types of products can really prop up the company image in the market. A ter and positive image of a company is essential to get, increase and maintain success in the competitive business world. It is obvious and in fact a reality that people or customers only wish to do business and use the products of their liked and trusted companies due to their positive image and success. Therefore, it is very important and necessary for companies to regularly distribute these types of giveaways products to their customers because this will keep the customers intact and most importantly loyal to the company. The loyalty of the customers plays a very crucial role in the advertisement of a company and products because the loyal customers introduce some new customers by just speaking positively and by referring the products to their family members, friends and other people. This process is the base of increasing and maintaining a high level of sales.
  
  Promotional gifts are not only meant for current customers, these could be effectively used and distributed to the company employees. The allocation of these to the employees could actually boost the moral of the employees and this can really help the position of the company. A happy, faithful, trusty as well as a reliable and diligent employee plays a very crucial and important role to the accomplishment and terment of business. By doing all this, an employer can easily help its employees to focus on their jobs. Gifting these types of useful everyday items is the most efficient and successful source of advertisement than any other source or tool because they not only catch the intention of potential customers but also develop a much warmer and strong relationship ween the customers and company. There is a huge range and variety of so many different things and products that can be used just take a look on the internet and you will be amazed at what you can find available. Do not forget to have your brand and contact details printed on your gift, this will help your customers and potential customers have your details easily to hand when they need you.
  
  Lottie Carrot works in the promotional gifts industry for Argon Promotions, the leading company in terms of innovative business gift ideas. Lottie works closely with businesses to help market their products and services by providing information and help in the selection of suitable promotional gifts for their advertising campaigns.

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