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3. http://d.wanfangdata.com.cn/Periodical_wyxk200102002.aspx

4. ZՓ 1983

5. http://d.wanfangdata.com.cn/ExternalResource-wyxk200102002%5e1.aspx¡ gZWՓ 1985

6. ɽ. Ӧѧе﷭ // 뷭. 20091.

7. ƷƵԴ/˹Ries, A.˹(Ries, L) . -2.- ̫ԭɽ磬2010.12

8. http://d.wanfangdata.com.cn/Periodical_yyyfy200901011.aspx

9. http://d.wanfangdata.com.cn/ExternalResource-yyyfy200901011%5e2.aspx ՓgZgĘ˜ [ڿՓ] -Ϻg2005(z1)

10. http://d.wanfangdata.com.cn/ExternalResource-yyyfy200901011%5e3.aspx gZgcЇWg [ڿՓ] -Їg1998(06)

11. http://d.wanfangdata.com.cn/ExternalResource-yyyfy200901011%5e4.aspx PڷgоgZhgӑՓ [ڿՓ] -Їg2004(04)

12. ɽ.ɽά.˹׶ŵ䷭ۻ // ɹũҵѧѧ . 2011135

13. »ֵhttp://xh.5156edu.com

14. http://www.wanfangdata.com.cn

15. ǿ.ٿhttp://wiki.mbalib.com

16. ٶȰٿhttp://baike.baidu.com

17. άٿhttp://zh.wikipedia.org

18. ȸhttp://www.google.com

19. ٶȴʵhttp://dict.baidu.com

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20. // http://www.logodrom.ru/index_gloss.php

21. .ru // http://www.glossary.ru/cgi-bin/gl_sch2.cgi?RBwltk

22. // http://www.gfk.ru/Go/Glossary?l=B

23. Brand Finance - Glossary of Brand Financial Terms & Definitions // http://brandfinance.dda.co.uk/docs/glossary_of_brand_terms.asp

24. Brand Semiotics Glossary // http://www.brandsemiotics.co.uk/semiotics_academic_glossary.html

25. Brand spanking new // http://www.phrases.org.uk/meanings/brand-spanking-new.html

26. Brand trends // http://www.brandtrends.co.uk/glossary.php

27. Brandbuild // http://brandbuild.eu/branding-glossary/

28. Brandchannel.com // http://www.brandchannel.com/education_glossary.asp

29. Branding Articles // http://www.branding-advertising-promotion.com/branding-articles.php

30. Branding Glossary - Brandioso // http://www.brandioso.com/branding-glossary.php

31. MBD Brand Glossary // http://www.montanabranddevelopment.com/Glossary.html

32. MSH Marketing Group // http://www.mshmgi.com/glossary,B,Brand+Building.html

33. New Brand Media // http://www.newbrandmedia.co.uk/new-brand-media-brand-glossary/

34. NHS Brand Guidelines // http://www.nhsidentity.nhs.uk/tools-and-resources/other-resources/glossary

35. The Brand Directory // http://www.brandirectory.com/glossary

36. The Scarcliff Dictionary of Branding // http://www.scarcliffdictionary.com/category/branding-glossary/

37. http://www.qyen.com/online/russian.htm

38. http://wenku.baidu.com/view/2f53d9d9ad51f01dc281f133.html

39. http://www.iciba.com/brand%20gap/

40. http://bbs.catti.china.com.cn/viewthread.php?action=printable&tid=727

41. http://dict.zhuaniao.com/en/brand/

42. http://cn.bab.la/ʵ/Ӣ-/image-representative-of-a-product-or-a-brand?page=1

1. Working Brand

Brands that team with customers to create new value.

Instead of projecting a corporate identity through symbols, slogans and high-level campaigns, working brands roll up their sleeves and make markets happen by directly extending products and customers. They are brands of collaboration rather than brands of persuasion.

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http://fanyi.baidu.com/translate#auto2auto|working%20brand

2. Umberlla Brand

An umbrella brand is a parent brand that appears on a number of products that may each have separate identities.

A strong umbrella brand can help a new product generate revenue because of quality and benefit associations. Individual branding, on the other hand, requires expensive advertising campaigns and extensive brand-building costs.

http://brandbuild.eu/branding-glossary/umbrella-brand/

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3. Tagline

A simple, poignant phrase used to set off a logo/ad.

A statement or descriptor representing an organisation's mission

http://www.newbrandmedia.co.uk/new-brand-media-brand-glossary/

This is a short, distinctive, and easily recognizable phrase that accompanies a brand,conveys its promise and, in a few memorable words, captures the theme of the ador commercial in which it appears. Taglines aid recall, like Avis's We try harder.

http://brandbuild.eu/branding-glossary/tagline-slogan/

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4. Sub-Brand

A product or service brand that had its own name and visual identity to differentiate it from the parent brand.

http://www.brandchannel.com/education_glossary.asp

This is a brand that builds on its association with a masterbrand. Even though it has its own name and visual identity, it is designed to leverage the history and equity of the masterbrand and stretch into a new category, benefit, or target

http://brandbuild.eu/branding-glossary/sub-brand/.

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5. Parent Brand

A strong brand that can stand alone to represent a core product/service or be used to support allied products/services by sharing its brand identity

The parent is the main brand in a brand family. It is the master, primary brand and it takes on an endorsing function for one or more sub-brands.

http://brandbuild.eu/branding-glossary/parent-brand

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6. Son Brand

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7. Niche Brand

Niche brands are those targeted at individual market segments where a company or product is especially strong.

These segments are typically too small to interest companies with large market shares, but they are profitable and unlikely to attract competitors.

http://brandbuild.eu/branding-glossary/niche-brand/

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8. Mass Brand

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9. True Brand

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10. Super Brand

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11. Nested Brand

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12. Meme

An idea that spreads like a virus from one person to the next.

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13. LoveMarks

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14. Key Elements

The brand mark, clear space, minimum size, colours, typefaces and systems and how to use them.

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15. Individual Brand

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16. Naming

This is the practice of developing brand names for corporations, products, and services.

Most often, the objective of naming is to develop ownable trademarks and trade names that express a brand's promise and provide an easy way for consumers to identify and interact with it. Brand names are valuable economic assets and should be carefully created and protected by their owners.

http://brandbuild.eu/branding-glossary/naming/

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17. Overbranding

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18. Logo

The Corporate Identity element of the brand that visually identifies the product/service for the consumer (visual reflection of the brand).

logo is the graphic element used to identify a company, service, or product. It is a distinctive mark, sign, symbol, or graphic (usually of the company or brand name) that is in continual use and typically trademarked to protect it from other companies. Logos are immediately recognizable and act as brand ambassadors because they become unmistakably identified with a particular organization or brand.

http://brandbuild.eu/branding-glossary/logo/

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19. Guerilla Marketing

The tendency for research subjects to behave uncharacteristically.

A marketing program that uses non-traditional channels to promote.

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20. Global Brand

Any brand that operates internationally. (e.g., Coca-Cola, IBM)

A global brand is one that is available in many nations and, though it may differ from country to country, the local versions have common values and a similar graphic identity. These are branding initiatives that are consistent, yet are tailored to local languages, customs, business practices, and buying behaviors.

http://brandbuild.eu/branding-glossary/global-branding/

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21. Flanker Brand

This is a product introduced by a company into a market in which it is already established

The intent of a flanker brand is to increase overall market share in a particular category and aggressively crowd out the competition.

http://brandbuild.eu/branding-glossary/flanker-brand/

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22. Fighter Brand

The brand-product that is launched along side of a brand's bestseller that fights in the marketplace for customers based on price.

The idea of a fighter brand is for a company to capture back into the franchise, customers who have lost brand loyalty because of price.

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23. Family Brand

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24. Generic Brand

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25. House Brand

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26.Mono brand

A single brand name that is used to "masterbrand" all products or services in a range.

Individual products are nearly always identified by alpha or numeric signifiers. Companies like Mercedes and BMW favor such systems.

http://www.brandchannel.com/education_glossary.asp

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27. Fast Brand

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28. Evolving Brands

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29. Endorsed Brand

Generally a product or service brand name that is supported by a masterbrand - either dominantly e.g. Tesco Metro or lightly e.g. Nestle Kit-Kat.

http://www.brandioso.com/branding-glossary.php#Top

A brand that carries the endorsement of a source brand (the parent company), for example Chips Ahoy! Here, Chips Ahoy! promises a specific taste profile and experience, while Nabisco (the source brand) offers an endorsement of overall quality, heritage, and food expertise. The source brand is leveraged to communicate value or expertise that strengthens the promise of the endorsed brand.

http://brandbuild.eu/branding-glossary/endorsed-brand/

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30. Creative Brief

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A document that assists an organization in their advertising efforts whose purpose is to keep messaging in line with the brand strategy and brand charter.

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31. Creative director

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32.BrandScape

The competitive and consumer environment in which your brand must perform and compete.

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33. Brand Mindset

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34. Branding

The process by which both a brand and a brand identity are developed.

http://www.newbrandmedia.co.uk/new-brand-media-brand-glossary/

This is the strategic and creative practice of creating brands and managing them as valuable assets

http://brandbuild.eu/branding-glossary/branding/

Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling way.

http://www.brandchannel.com/education_glossary.asp

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35. Brand acceptance

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36. Brand affinity

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37. Brand audit

A brand audit verifies performance, internal and external communications, customer experience of a brand. The results identify performance gaps, competitor advantages, and market opportunities. An audit employs quantifiable and qualitative data, based on business and brand strategies.

http://brandbuild.eu/branding-glossary/brand-audit/

A comprehensive and systematic examination of all brand behaviors and collateral (both tangible and intangible) which relates to a brand.

http://www.montanabranddevelopment.com/Glossary.html

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38. Branded House

A centrally focused group of brands that are clearly connected and coherent. A very large Family of Brands.

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39. Brand Weight

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40. Brand wheel

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41.Brand Voice

The manner in which we present the key elements to create varying tones of voice, so as to communicate most effectively

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43. Brand Switching

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43. Brand stretch

Refers to the ability of a brand to stretch within its category and into adjacent or distant categories

Brand extensions that stretch within the same category (toothpaste) are prevalent. So too are brands that move into adjacent categories, like cleansers. Less common are brands that stretch across multiple categories, although Virgin has demonstrated that it can achieve success across a wide variety.

http://brandbuild.eu/branding-glossary/brand-stretch/

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44. Brand Strength

A detailed assessment to decide if the brand's forecast earnings will be realized. A discount rate is determined based on the risk premium for the brand. This results in the net present value of brand earnings.

http://brandbuild.eu/branding-glossary/brand-strength/

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45. Brand Strategy

The plan of execution conducted for a brand in order to increase the brand's market share and optimize brand functioning

The ``big picture'' plans and tactics deployed by an organization/brand owner to create brand equity.

http://www.montanabranddevelopment.com/Glossary.html

A plan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand's vision and driven by the principles of differentiation and sustained consumer appeal. The brand strategy should influence the total operation of a business to ensure consistent brand behaviors and brand experiences..

http://www.brandioso.com/branding-glossary.php#Top

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46. Brand Story

The personal history, story or legend behind the brand.

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47. Brand Share

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48. Brand Selection

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49. Brand Revival

Resurrection of a brand that is being harvested or which has been eliminated.

http://www.newbrandmedia.co.uk/new-brand-media-brand-glossary/

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50. Brand Repositioning

Developing and operationalizing a new strategy to move a brand to a new market position by influencing new consumers to consider, prefer and ultimately purchase the brand offering, or by influencing existing consumers to assign greater value to the brand.

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51. Brand Relevance

Brand relevance is the alignment of a brand, its brand attributes, brand identity and brand personality with the primary needs and wants of the target audience.

http://www.montanabranddevelopment.com/Glossary.html

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52. Brand Reinforcement

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53. Brand Recognition

Brand recognition is the customers' ability to confirm prior exposure/knowledge of a brand when shown or asked explicitly about the brand (also referred to as aided or prompted awareness).

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54. Brand Recall

Brand recall is the customers' ability to retrieve a brand from memory when given the product category but not mentioning of the brand (also referred to as spontaneous or unaided awareness).

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55. Brand Rationalisation

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56. Brand Royalty

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57. Brand Protection

Brand protection refers to the legal steps taken to register the uniqueness of a brand and protect it as an asset.

Pepsi-Cola has registered its product formulas, packaging shapes and designs, website addresses, advertising slogans, and so on, to ensure that it protects all Pepsi's associated distinctiveness.

http://brandbuild.eu/branding-glossary/brand-protection/

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58. Brand Properties

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59. Brand Promise

Brand experience should always be consistent with the brand values promised.

http://www.newbrandmedia.co.uk/new-brand-media-brand-glossary/

The spoken or unspoken expression of the continuing, important and specific benefits clients connect with a firm, service or product.

The unique pledged customer experience. Ideally the promise will be expressed in the Tagline

http://www.montanabranddevelopment.com/Glossary.html

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60. Brand Proliferation

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61. Brand Preference

The degree of brand loyalty in which a customer prefers one brand over competitive offerings.

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62. Brand Power

A measure of the ability of the brand to dominate its product category.

Brand Power" is our emerging core theme, driving the brand's market performance, and its contribution to the overall business value. It particularly matters to us

http://brandirectory.com/glossary/definition/brand_power

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63. Brand Platform

The differentiating factors which frame the brand's scope of influence, Promise and the core brand signals that consumers will equate to the brand. The brand platform is driven by the organization's view of the future, goals and objectives. This core concept acts as a benchmark to measure behaviors and performance.

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64. Brand Planning

Processive steps toward Brand development and further brand implementation.

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65. Brand Personality

Brand image or identity expressed in terms of human characteristics. Distinguishing and identifiable characteristics which offer consistent, enduring and predictable messages and perceptions. What people associate the brand with.

http://www.montanabranddevelopment.com/Glossary.html

The attribution of human personality traits (seriousness, warmth, imagination, etc.) to a brand as a way to achieve differentiation. Usually done through long-term above-the-line advertising and appropriate packaging and graphics. These traits inform brand behavior through both prepared communication/packaging, etc., and through the people who represent the brand - its employees.

http://www.brandioso.com/branding-glossary.php#Top

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67. Brand Mission

An aspirational purpose for the brand to exist

The brand mission can be refined to a simple, three-part directive: Grow the customer, grow the brand, grow the business. That's what brand builders do. Their job is to grow their customers beyond the reach of competitors.

http://www.montanabranddevelopment.com/Glossary.html

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68. Brand Measurement

The process, usually quantitative in nature, for tracking and measuring the brand's performance and economic value over time.

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69. Brand Loyalty

The strength of preference for a brand compared to other similar available options. This is often measured in terms of repeat purchase behaviour or price sensitivity.

http://www.montanabranddevelopment.com/Glossary.html

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70. Brand Length

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71. Brand Legend

The story behind the brand.

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72. Brand Language

The purposeful creation or adaptation of words or phrases that will become the core element of the brand and its communication style.

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73. Brand Image

A unique set of associations within the minds of target customers which represent what the brand currently stands for and implies the current promise to customers.

http://www.montanabranddevelopment.com/Glossary.html

The brand image is what is currently in the minds of consumers, whereas brand identity is aspirational from the brand owners' point of view.

The customer's net "out-take" from the brand. For users this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations; for non-users it is based almost entirely upon uninformed impressions, attitudes and beliefs

http://www.brandchannel.com/education_glossary.asp

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74. Brand Health

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75. Brand Harmonization

The synchronization of all brand identity elements, across a line of products or services and/or across geographic markets.

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76. Brand Extension

The application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the brand image and attributes have contributed to a perception with the consumer/user where the brand and not the product is the decision driver.

http://www.montanabranddevelopment.com/Glossary.html

This is the use of a well-known brand to launch a new product into a different segment of its overall market. For example, Jello went to market with Jello Instant Pudding as a brand or product extension. The benefit of this strategy is clear through leveraging existing equities, however, if the extension is too far away from the original category it may actually impact the reputation and value of the original brand.

http://brandbuild.eu/branding-glossary/brand-extension/

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77. Brand Essence

A brand essence is typical three to five short word phrases that capture the core essence or spirit of the brand positioning and the values characterizing the brand.

The brand essence is an articulation of the "heart and soul" of the brand. A brand essence is typical three to five short word phrases that capture the core essence or spirit of the brand positioning and the values characterizing the brand. The brand essence is the description which defines a brand and the guiding vision of the brand.

The brand's promise expressed in the simplest, most single-minded terms. For example, Volvo = safety; AA = Fourth Emergency Service. The most powerful brand essences are rooted in a fundamental customer need.

http://www.brandioso.com/branding-glossary.php#Top

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78. Brand Development

The methodical evaluation, construction and continued monitoring of brand.

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79. Brand Design

The process by which the brand team designs a customer. (A brand is a customer template.)

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80. Brand Culture

Strong brands are managed by organisations characterized by their strong internal brand cultures. A strong brand culture is determined by the internal attitudes towards branding, management behaviour and practices of an organisation. These combined efforts are crucial to build and maintain strong brand equity through competitive advantages from branding.

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