Learning English on VoiceTube Day 3 ( 品牌是什麼? What is a brand? )

What is a brand?
品牌是什麼?

A brand is the differance 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
這是部分理性，但是大部分感性的

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?
還記得新可樂事件

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? We thought so
還記得Gateway電腦? 我們也如此認為

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
答案簡單地不可思議

FOCUS! I'll say it again, FOCUS
聚焦! 讓我再重述一次，聚焦

Great brands stand for something, not a lot of things
強大的品牌代表一些東西，但不是所有東西

For decades, Swedish car maker VOLVO define their brand with a single word-safety
長期以來，瑞士的製車廠VOLVO將自己定位為一個簡單的單字－安全

Well, it seems to work for them
這對於他們似乎是有效的

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 才能找到自己代表的意義

HARLEY-DAVIDSON makes motorcycles
哈雷製造摩托車

Want to guess what they stand for? FREEDOM
想要猜猜看它所代表的是什麼嘛? 自由

Not a more powerful engine, not a more reliable bike, or a smoother ride, freedom
不是一個更為有力的引擎、更為可靠的摩托車、或更為順暢的騎乘，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 Starsucks you visit
以星巴克為例，他們在許多方面與眾不同，並在每一間星巴克提供一致性的品牌經驗

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
星巴克是創立於一個特殊的咖啡愛好者社群

They speak Starbucksease, and are true brand ambassadors
他們講星巴克語，並是真正的品牌大使

It does not get any better than that
這是最好的事情了

Starbucks have realised they weren't in a business of serving coffee, they were in the business of serving people
星巴克了解到他們不是在提供咖啡的行業，而是在服務客人的行業

So, can you put a monetary value on a brand?
那麼，你可以用金錢衡量一個品牌嘛？

The people at interbrand research can, remember the fine folks at Coca-Cola we mentioned earlier?
在品牌交叉分析的人可以，還記得先前提到的可口可樂嘛？

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
答對了，根據品牌交叉分析大約61%的可口可樂的價值在於品牌

That's a lot of cash
這是很大的一筆現金

Here's the monetary value of some other brands you will be familiar with
這裏呈現的是一些你可能熟悉的品牌之價值

So, a brand is worth protecting and nurturing
因此，一個品牌是值得保護和培育的

Here are a few key points to help maintain or even grow your brand
這裏有幾點策略來幫你維護甚至成長你的品牌

One, be different, the world is filled with parity products and services
首先，和別人不同，世界上充滿了相似的產品和服務

Make yours stand out
讓自己的與眾不同

Two, be vigilant, Don't allow your brand to do things it shouldn't
其次，隨時保持警惕，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?

Three, be relevant
最後，保持和市場的相關性

The market place changes constantly
市場是個變化快速的地方

Make sure your brand keeps up
確保你的品牌跟上

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
人們擁有品牌

It used to be, the company would tell people about their brand
過去，公司告訴人們關於品牌的資訊

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 it allows you to take action when you need to
它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 colur of your truck lid, it's something intangible
一個品牌不僅是你的標誌、車子的顏色，而是無形的東西

It's what people think of you, but mostly on an emotional level
是人們如何看待你，在情感層次上

Great brands are focused, they stand for something
好的品牌是聚焦的，它們代表著一些東西

Great brands are not just seeing 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，並且是獨屬的

A brand can have tremendous value, and should be treated that way
一個品牌可以有巨大的價值，而它也該被如此對待

Keep your brand healthy by being different, vigilant, and relevant and finally, never forget that people, your customers, own your brand
讓你的品牌保持不一樣、警惕性、和跟上市場，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


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