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Term |
Definition |
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Co-branding Strategy 品牌联合战略 |
The corporate and integration between different
brands. It refers to the some characteristic or factors of two brands appear
in the same product or service. Co-branding strategy are usually used to
improve revenue, market share, awareness with the lower cost (cost and
traffic sharing)
不同品牌之间的企业化和整合。 它是指两个品牌的某些特征或因素出现在同一产品或服务中。 联合品牌战略通常用于以较低的成本（成本和流量共享）提高收入、市场份额、知名度
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How to manage post purchase |
Feedback and review colleting 反馈和审查收集 Loyalty Rewarding programs 忠诚度奖励计划 User guidance 用户指南 Recommend relevant product 推荐相关产品 Effective communication 有效沟通 Customer community 用户社区
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Secondary sources of brand knowledge |
People人们 For common consumer, a user sample is always
important for them. In this case, the most effective method usually will be
the influencer and celebrity endorsement. Based on the degree of social
attention of the spokesperson itself, will determine the effectiveness of the
sales, image, impression of the brand or product itself.
对于普通消费者来说，用户样本对他们来说总是很重要。 在这种情况下，最有效的方法通常是网红和名人代言。 根据代言人本身的社会关注程度，将决定品牌或产品本身的销售效果、形象、印象。
Thing事物 Thing are a little bit blurring the concept, due to
the brand itself also the thing. However, Thing here are refer to the link
between the brand and the event, cause, activity such as customer
relationship management and marketing.
东西有点模糊这个概念，因为品牌本身也是这个东西。 但是，这里的事物是指品牌与事件，原因，活动之间的联系，例如客户关系管理和营销。
Places地方 Refer to the link between the brand and the
locations related element. It could be explained in different way. The brand
origin country, distribution channel location and so on. According to
investigation, the places relate with brand bring huge impact to the product
selling. Especially the origin and manufacturer country usually directly
affect the impression of he brand and product. For example, consumer think it
was low quality while product label with make in China.
指参阅品牌和位置相关元素之间的链接。 可以用不同的方式来解释。 品牌原产国、分销渠道位置等。 据调查，与品牌相关的场所对产品的销售影响巨大。 尤其是产地和生产国通常直接影响品牌和产品的印象。 例如，消费者认为它是低质量的，而产品标签是中国制造的。
Other brands其他品牌 Refers to the synergistic and complementary
relationship between brands. It was purposely making use of the pros and cons
of the respective brands and other factors to achieve brand extension, complementarity,
and brand value enhancement. Forming of the suitable brand portfolio or
hierarchy arrange is always the focus issues of brands management such as the
co-brands, corporate brand, sub brand and etc. For example, the Huawei mate
40 RS which is the product born from brand joint of Huawei and Porsche.
指品牌之间的协同互补关系。 有目的地利用各品牌的优劣等因素，实现品牌延伸、互补、品牌价值提升。 形成合适的品牌组合或层次排列一直是品牌管理的重点问题，如联合品牌、企业品牌、子品牌等。例如，华为品牌联合诞生的产品华为mate 40 RS 和保时捷。
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Effect
on Existing Brand Knowledge while linking the brand to some entity (leverage
process)
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Awareness and knowledge of the entity Awareness and knowledge about the brand could be define as the
first impression and attractiveness of the brand. Without it, consumer is
impossible to know your brand and refuse to purchase or give it a try. 关于品牌的意识和知识可以定义为品牌的第一印象和吸引力。 没有它，消费者不可能知道你的品牌并拒绝购买或尝试。
Meaningfulness of the knowledge of the entity: Generate the resonance, feeling and association between consumer
and entity to provide meaning of the entity itself to the consumer. It was
high dependent on brand and entity itself. It could be the entity background,
context, brand history to create connection with consumer. 产生消费者与实体之间的共鸣、感受和联想，为消费者提供实体本身的意义。 它高度依赖品牌和实体本身。 可以是实体背景、背景、品牌历史来与消费者建立联系。
Transferability of the knowledge of the entity If he asset of the entity such as the images,
reputation, association, feeling and other more could be transfer to the
brand itself. It could actually bring advantages to both entity and brand to
create win-win situation as well to strengthen the relationship. 如果实体的形象、声誉、联想、感觉等资产可以转移到品牌本身。 它实际上可以为实体和品牌带来优势，创造双赢局面，加强关系。
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Co-branding 联合品牌 |
A type of branding strategy that appear between two or
more company. It refers to two or more different brand appear on the one same
product which show up the cooperation between two company It could be inform
of multiple sponsor co-branding, ingredient co-branding and so on. 一种出现在两个或多个公司之间的品牌战略。 是指两个或多个不同的品牌出现在同一个产品上，显示出两家公司的合作。可以是多个赞助商联名、成分联名等。
For example, Uber and Spotify. The event name as “a
soundtrack for your ride”. It allows the user to choose the music for
listening while waiting for the uber, even become the DJ in their trip.
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