Nothing can be taken for granted for a product. A strong or a weak marketer can succeed if they manage to create a difference.

不能想当然地去做产品。不管市场是大还是小，只要人们能做到与众不同，都会成功的。

If they don't, failure is the only outcome unless lack of product differentiation is made up through significant price differentiation. It is better to act proactively, thinking of the worst.

如果不能，那就是没能通过价格上的高低将产品拉开档次。最好能未雨绸缪，做最坏的打算。

Else, when things start going the other way, enough time and even money may not be available to differentiate.

另外，如果事情开始朝着另一面发展，再多的金钱与时间都无济于事。

It is essential that a product has a reason for being purchased which is different from other available products. The days of just being a good product is over.

要想合一种产品畅销，很重要的一点是要有特色。某种产品一统天下的时代已经过去了。

Among a range of good products one with a difference will survive. At the market place it is the survival of the differentiated.

在众多优秀的产品中，最有特色的那一种将会被市场留住，适者生存。

On the other hand manufacturers eventually learn market power lies with building their own brands. Japanese and South Korean companies spent liberally to build up brand names such as Sony, Toyota, Gold star, and Samsung.

一方面，制造商们最终懂得，要想取得市场，就要靠自己的品牌。日本与韩国的公司不遗余力地打造自己的品牌，像索尼，丰田，LG（LG品牌的前身，现在叫LuckyGoldstar，简称LG。以前叫goldstar,韩国金星公司，又叫高士达，早就改成LG了。），三星。

Even when these companies can no linger afford to manufacturer their products in their homelands, the brand manes continue to command customer loyalty. Branding is a major issue in product strategy.

即使当这些公司不再向国内生产产品时，顾客们还是忠诚地拥护着这些品牌。

On the one hand, developing a branded product requires a great deal of long-term investment companies' subcontract manufacturing to other companies.

另一方面，发展一个品牌需要大量的长期投资，并与其他公司合作生产。

* What Is Brand?

Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brands. Marketers say that "branding is the art and cornerstone of marketing." The American Marketing Association defines a brand as follows:

什么是品牌？

也许，职业的市场人最显著的技能就是创造，维护，保护，以及提升品牌的能力。他们说：“品牌是市场的艺术和基石。”美国市场协会是这样定义品牌的：

* A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate them from those of competitors.

品牌是一个名称，符号，象征或设计，又或者是这些的统一，意在说明一种产品或服务，区别于其他的产品或服务。

In essence, a brand identifies the seller of marker. It can be a name, trademark, logo, or other symbol. Under trademark law, the seller is granted exclusive rights to the use of the brand name in perpetuity. Brands differ from other assets such as patents and copyrights, which have expiration dates.

总之，品牌是销售商的代表。它可以是一个名称，商标，标识语，或是符号。商标法规定商家对自己的商标永久地享有唯一使用权。品牌不同于其他的资产，像专利，版权，这些都是有使用期限的。

A Brand is a Promise

First and foremost, a brand is a promise. It says 'you know the name, you can trust the promise'. As all promises, it is trusted only as far as those promises are met.

一个品牌就是一种承诺

首先，一个品牌就是一种承诺。也就是说“你知道这个名称，就可以相信它的承诺”。只有当所有的承诺都实现之后，人们才会相信它。

Trust is a critical first step and brands aim to accelerate that step leveraging the implied promise of the brand.

顾客的信任对于一种产品来说是关键的第一步，而品牌的作用就在于提升这一步，将信任的杠杆压向品牌这一边。

A Brand is an Associated Image

Most brands have a logo which acts as a short-cut to remind us of the brand promise.

一个品牌是一种影响

所有的品牌都有自己的标识语，会很快使人们想想它的承诺。

The logo uses color, shape, letters and image that is designed both to catch our eyes and to guide our thoughts in the rights direction.

这种标识语会在颜色，形状，字体和图像上做文章以吸引人们的眼球，引导人们的思想。

The brand may also be associated with tunes, celebrities, catchphrases and so on. All parts of the brand image works as a psychological trigger or stimulus that causes an association to all other thoughts we have about the brand.

Everything and Everyone is a Brand

人们想到一种品牌时也许会联想到一些曲调，名人，标语等等，这些都会诱使人们在心理上和品牌联系到一起。

一切皆有可能成为品牌。

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