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  3. What is important when...? Fixing brand names - Culture - Product image - -

What is important when...? Fixing brand names - Culture - Product image - -

admin2016-09-23  15
问题 What is important when...?
Fixing brand names
- Culture
- Product image
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选项
答案When fixing your brand name, it’s of great importance to consider cultural elements, especially when you march into the international market. For example, once a Chinese battery producer, whose company was called "Baixiang", translated its name into "white elephant" when it went to the American market. But nobody bought its products. Why? Because in English, "white elephant" means burdensome and useless things. Apart from that, product image is another element you should take into account. It can help people to connect the name with your products. Just like Nike, in Chinese, it means being durable. Lastly, it’s also necessary to consider whether it’s easy for people to identify it. So you should make sure your brand name doesn’t mix up with your rivals.
解析     本题需要发言的主题是“品牌定位”。根据已有的要点1“Culture文化”，可以联想到将文化因素纳入考虑，可以避免引起误会(avoid misunderstanding)。根据已有的要点2“Product image产品形象”，可以联想到分析产品的形象对于了解自身优势(know your advantage)十分必要。另外我们还可以补充一些回答的要点，例如，Pronunciation读音，如果发音便于顾客记住品牌名称(remember thebrand name)会有利于产品销售；再如，Identification辨认，应该注意使名称有别于竞争对手的产品，以避免混淆(prevent confusion)。
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