地方品牌的定義-對(duì)工作的決議【外文翻譯】

1、<p>　　外文題目：Definitions of place branding – Working towards a resolution </p><p>　　出 處： Place Branding and Public Diplomacy </p><p>　　作 者： Simon 

2、Anholt </p><p><b>　　外文原文</b></p><p>　　Definitions of place branding – Working towards a resolution</p><p>　　Simon Anholt Managing Editor&l

3、t;/p><p>　　INTRODUCTION</p><p>　　As readers of Place Branding and Public Diplomacy are well aware, the question of terminology is a vexed one in this field, and no term seems more problematic than

4、‘brand/branding’ itself. The definition of this elusive term, and the appropriateness of its application to nations, cities and regions, is a question to which this author has returned on many occasions in his own writin

5、g.</p><p>　　It is also, of course, the central question of this journal, and it has almost become a ‘family joke’ at Place Branding and Public Diplomacy that so many papers submitted to the Journal begin by

6、quoting the well-known definition of ‘brand’ from the American Marketing Association dictionary (‘A name, term, design, symbol, or any other feature …’ and so on). Clearly, many of our contributors feel that this is a ne

7、w concept that still needs defining.</p><p>　　It is difficult to see how a field of study or practice can mature unless some kind of consensus is reached on the definition of the field, so the issue is long

8、overdue for resolution. We need to move on.</p><p>　　In the hope of starting a process that might result in some such consensus, the editorial preface to this first issue of the sixth volume of Place Brandin

9、g and Public Diplomacy represents an attempt to resolve some of the confusion surrounding the use of the term ‘brand/branding’ in the context of place reputation and image. Any further contributions to this discussion in

10、 the form of papers, opinion pieces, letters or other commentary will be most welcome, and, wherever space permits, will be pu</p><p>　　CAN A PLACE BE A BRAND?</p><p>　　Parallels between places

11、and products go back a long way, of course. Places have been promoting their attractions and their images throughout history, because they have always needed to attract settlers, customers, visitors, traders, investors a

12、nd the category of people we today call ‘influencers’.</p><p>　　Perhaps this need was never more evident, and neither was the rivalry between places more fierce, than in North America during the late ninetee

13、nth and early twentieth centuries, as development spread across the United States and Canada, and competition for new residents, businesses, and especially investors in land and property became vigorous among the smaller

14、 settlements. </p><p>　　Thanks to the advance of globalisation, competition between places today extends well beyond North America and certainly affects more than just cities: subnational and supranational r

15、egions, states and provinces, nations, towns and even villages now find themselves competing for the same people, products and capital; their products, services and people also compete externally for consumers, respect a

16、nd media attention.</p><p>　　FROM PLACE MARKETING TO PLACE BRANDING</p><p>　　Brand theory appears finally to have reached the governments of cities and countries from commercial practice, and to

17、 have done so principally through two routes: tourism and export marketing.</p><p>　　It is no surprise if tourism has the strongest connections with commercial marketing, as the tourist board is fundamentall

18、y a marketing outfit. There has been a lively exchange of best practice between commercial marketing and ‘destination marketing’ for many decades, and indeed the term ‘destination branding’ has been in use for at least a

19、 decade (although it is also the cause of considerable extra confusion, it is often wrongly conflated with ‘place branding’ or ‘nation branding’).</p><p>　　One could go further and argue that no transition f

20、rom ‘private sector’ to ‘public sector’ has actually taken place in the case of tourism because it is already in the business of promoting and selling services to mass consumers, both domestic and foreign, in the open ma

21、rket. The fact that the goods or services on sale are often the property and the responsibility of the state rather than privately owned by the marketer is a mere detail; in most market economies, the government simply p

22、rovides a</p><p>　　IS A PLACE NAME A BRAND NAME?</p><p>　　As the cases of tourism and export marketing indicate, there is no question that the concept of brand is relevant and useful to places,

23、both at the sectoral level and in their roles as ‘umbrella brands’ providing reassurance. A positive place image, in short, makes it cheaper and easier for producers to export and attract.</p><p>　　Yet, howe

24、ver logical the comparison of place to product might be, and despite the evident benefits that competent and professional management and promotion can bring to the citizens of the place, the comparison never fails to att

25、ract its critics and cynics.</p><p>　　IS A FLAG A LOGO?</p><p>　　The word ‘brand’ is, of course, just as often used to describe the logotype, or the ‘sign or symbol’ as the AMA definition has it

26、, as the product's name. Can such a definition of ‘brand’ be equally applied to places?</p><p>　　One can make a persuasive case that the flags of many countries, as well as the crests or other emblems of

27、 many cities and provinces, have often been designed to perform a persuasive or communicative function, both internally and externally, which is entirely analogous to the functions of a brand identity in the commercial m

28、arketplace: flags are usually loaded with national symbolism that sends a message of purpose or identity or aspiration both inwards, to the population, and outwards, to frien</p><p>　　WHAT IS PLACE BRANDING?

29、</p><p>　　So a case can certainly be made that many place names are a type of brand name: people respond to them as they respond to brands, they can acquire and lose equity like brands, and in some cases the

30、y are even deliberately coined as brands. Without stretching the point too far, one can also claim that those place ‘brands’ are often accompanied by visual identities, just as product brands have their logos.</p>

31、<p>　　However, when most people talk about place branding, they aren’t usually talking about giving a name or a symbol to a place, because places already have names and many already have symbols: they are talking a

32、bout doing something to enhance the brand image of the place: place branding is believed to be a way of making places famous.</p><p>　　IS PLACE BRANDING SIMPLY CORPORATE IDENTITY FOR PLACES?</p><p

33、>　　However, before tackling the question of whether it is legitimate or meaningful to talk of ‘branding’ a place in the sense of enhancing its brand image, there is another common interpretation of the verb which must

34、 be mentioned. This is, like the earlier remarks about flags as logos, an interpretation based on the idea of brand as ‘sign or symbol’, but it is an even more humdrum business which, if it were indeed the only or princi

35、pal meaning of the phrase, wouldn’t begin to justify the excitemen</p><p>　　Countries, through their many state agencies, have numerous dealings with various professional audiences around the world, and one

36、can certainly argue that it gives a better impression of the country if all those agencies use consistent, well-designed materials when they carry out their transactions. A single logo, a professional ‘look and feel’ on

37、their stationery, business cards, corporate videos, information leaflets, communiqués, press releases, websites and so forth, undoubtedly reinforce t</p><p>　　WHY PLACE BRANDING IS A CHIMAERA</p>

38、<p>　　The fundamental confusion stems from the idea that ‘branding’ means a technique, or set of techniques, by means of which brand image is directly built or enhanced: ‘Nike's fantastic brand image is the res

39、ult of fantastic branding’. It is not. Nike's fantastic brand image is the result of fantastic products sold in fantastically large numbers, accompanied by communications that encourage consumers to identify with the

40、 ‘values' of the company. This is using ‘branding’ as a kind of generalised or c</p><p>　　Brand building is primarily achieved through product development and marketing, and has relatively little to do w

41、ith branding (except, as mentioned before, if branding means logo and packaging design for certain consumer goods, in which case it certainly helps the marketing process along). If people buy a product and find it good,

42、this will begin to create a powerful brand image for the product; the product will earn a good reputation. This reputation gradually spreads to non-users; even people </p><p>　　Branding, in other words, is a

43、 process that goes on largely in the mind of the consumer – the accumulation of respect and liking for the brand – and cannot be seen as a single technique or set of techniques that directly builds respect or liking. Mar

44、keting communications create interest, which results in sales, which results in consumer experience of the product, which, if satisfactory and shared, results in brand equity. This natural, indirect process can sometimes

45、 be enhanced by public relatio</p><p>　　Similarly, good products, services, culture, tourism, investments, technology, education, businesses, people, policies, initiatives and events produced by a good count

46、ry also acquire a positive brand image, which eventually reflects on the country, and perhaps also becomes its principal asset.</p><p>　　The message is clear: if a country is serious about enhancing its inte

47、rnational image, it should concentrate on the national equivalents of ‘product development’ (and the effective and professional marketing of those ‘products’) rather than chase after the chimaera of branding.</p>

48、<p>　　There are no short cuts. Only a consistent, coordinated and unbroken stream of useful, noticeable, world-class and above all relevant ideas, products and policies can, gradually, enhance the reputation of the

49、country that produces them.</p><p><b>　　譯 文：</b></p><p>　　地方品牌的定義-對(duì)工作的決議</p><p><b>　　摘要</b></p><p>　　地方名牌都是各地的優(yōu)質(zhì)產(chǎn)品，本文從什么樣的產(chǎn)品能夠形成地方品牌，地方是什么，一個(gè)地

50、方的地名能夠用來命名地方品牌，從地方營銷到創(chuàng)建地方品牌，需要哪些措施等方面來探討地方品牌理論，地方政府應(yīng)該著力培植有特色的“地方品牌”，制定名牌產(chǎn)品培育發(fā)展規(guī)劃，把培育重點(diǎn)放在獨(dú)具特色的產(chǎn)業(yè)和項(xiàng)目上，才能在現(xiàn)有社會(huì)更好的發(fā)展。</p><p>　　關(guān)鍵詞：地方品牌 品牌建設(shè) </p><p><b>　　一、介紹</b></p><p>　　讀

51、者都知道，品牌和公共外交這兩個(gè)術(shù)語在政治經(jīng)濟(jì)領(lǐng)域是一個(gè)棘手的問題，定義品牌的概念似乎比建設(shè)一個(gè)新的品牌更成問題。品牌模棱兩可的定義，以及它在國家、城市和地區(qū)的應(yīng)用，到目前學(xué)者還未研究明白。</p><p>　　這期期刊的重點(diǎn)問題是對(duì)品牌的定義，美國市場(chǎng)營銷協(xié)會(huì)所出版的字典中 對(duì)品牌的定義是品牌是一個(gè)名稱、術(shù)語、設(shè)計(jì)、符號(hào)或任何其他功能等，然而，品牌的定義早已經(jīng)成了一個(gè)眾所周知的難題。很顯然，我們的投稿使許多人認(rèn)為

52、這是對(duì)品牌的一種新的定義，這種想法還需要斟酌考慮清楚。</p><p>　　這樣對(duì)品牌定義在經(jīng)濟(jì)領(lǐng)域中從未有過，以至于無法被廣泛的學(xué)習(xí)應(yīng)用，只是存在著一些對(duì)品牌的共識(shí)，所以品牌到底是什么，是一個(gè)長期存在著的問題。所以，學(xué)者們需要對(duì)這個(gè)問題繼續(xù)進(jìn)行深入地研究。</p><p>　　主編在序言中寫道，品牌和公共外交的定義僅僅只是達(dá)成了某些共識(shí)，并沒有形成特定的定義，在第六卷第一期中作者解釋品牌

53、和公共外交這兩個(gè)術(shù)語問題時(shí)有些混亂不清。學(xué)者們和評(píng)論家們相當(dāng)關(guān)注對(duì)本文觀點(diǎn)的評(píng)論與意見，只要條件允許，我將繼續(xù)在該雜志刊登這個(gè)問題的后續(xù)發(fā)展。</p><p><b>　　二、品牌到位程度</b></p><p>　　人們?cè)缫呀?jīng)充分的認(rèn)識(shí)到了地方和產(chǎn)品之間的關(guān)系。整個(gè)國家地區(qū)都在致力于開發(fā)歷史景點(diǎn)和創(chuàng)建企業(yè)形象，因?yàn)樗鼈兛偸切枰芪汕先f的定居者、游客、商人、投資

54、者等，這就是我們今天所說的品牌的影響力。</p><p>　　企業(yè)間的競(jìng)爭(zhēng)變得白熱化，甚至比十九世紀(jì)末二十世紀(jì)初的北美更加激烈，擁有品牌的大型企業(yè)跨出美國，在加拿大設(shè)立子公司或者分公司，給當(dāng)?shù)貛砹烁嗟馁Y本，使品牌在加拿大得到了迅猛的發(fā)展。</p><p>　　發(fā)展中國家、發(fā)達(dá)國家、省份、城鎮(zhèn)和農(nóng)村充分認(rèn)識(shí)到大家在各自的市場(chǎng)上一同競(jìng)爭(zhēng)資源和產(chǎn)品。全球化的推進(jìn)，使各地企業(yè)之間不僅僅在北美競(jìng)

55、爭(zhēng)，全球都在競(jìng)爭(zhēng)中，競(jìng)爭(zhēng)能夠在發(fā)達(dá)的城市有立足之地，競(jìng)爭(zhēng)資本、產(chǎn)品、服務(wù)和優(yōu)秀的銷售員等，說到底企業(yè)間是在競(jìng)爭(zhēng)消費(fèi)者，企業(yè)們甚至競(jìng)爭(zhēng)媒體的報(bào)道。</p><p>　　三、從地方營銷到創(chuàng)建地方品牌</p><p>　　品牌的優(yōu)點(diǎn)終于引起了政府、城市的關(guān)注，并根據(jù)商業(yè)慣例做出了創(chuàng)建品牌規(guī)劃，認(rèn)為可以通過兩種途徑來建設(shè)地方品牌：旅游及出口市場(chǎng)。</p><p>　　眾所周

56、知，旅游業(yè)與產(chǎn)品營銷有著緊密的聯(lián)系，旅游局可以想象成是地方銷售產(chǎn)品的營銷部門。產(chǎn)品營銷和“旅游營銷”之間互相合作了幾十年，“旅游品牌”這個(gè)術(shù)語出現(xiàn)并使用也已經(jīng)有將近十年的時(shí)間了（為此造成了相當(dāng)大的混亂，它常常被人們錯(cuò)誤地與“地方品牌”或“民族品牌”混為一談）。</p><p>　　在旅游業(yè)方面，人們認(rèn)為“私人部門”到“公共部門”之間沒有明顯的區(qū)別，因?yàn)樗鼈兌际峭ㄟ^推廣和銷售服務(wù)，來吸引國內(nèi)外的消費(fèi)者。事實(shí)上，旅游

57、服務(wù)通常是國家的責(zé)任，并且構(gòu)成國家的財(cái)政來源，由私人部門擁有的僅僅只是旅游業(yè)中的營銷服務(wù);在大多數(shù)市場(chǎng)經(jīng)濟(jì)國家，政府只是給民營私企、旅游景點(diǎn)提供了“保護(hù)傘”的作用。</p><p>　　四、地名是品牌名稱嗎</p><p>　　旅游業(yè)是否熱門和出口產(chǎn)品的銷售額，都與品牌有著千絲萬縷的聯(lián)系，政府的相關(guān)部門在地方上只是為企業(yè)提供了保護(hù)傘的作用。所以說，一個(gè)積極的地方形象，使生產(chǎn)企業(yè)產(chǎn)品出口變得

58、相對(duì)的方便與快捷。</p><p>　　雖然在邏輯上可以進(jìn)行地方產(chǎn)品的比較，而主管和專業(yè)的管理及推廣也可以給這地方的人們帶來明顯的益處，但這些比較從來沒有得到過評(píng)論家的好評(píng)。</p><p>　　五、商標(biāo)是一面旗幟嗎</p><p>　　“品牌” 在反壟斷法中的定義，是指通常被用標(biāo)識(shí)、標(biāo)志或者符號(hào)作為產(chǎn)品的名稱。是否“品牌”的定義也同樣適用于地方品牌呢？</p

59、><p>　　一個(gè)很有說明力的例子就是國家的國旗，還有許多城市和省份的徽章或其他標(biāo)志，這些設(shè)計(jì)通常能夠代表一個(gè)有說服力的交際功能，包括內(nèi)部和外部，這完全類似于一個(gè)品牌標(biāo)識(shí)在商業(yè)市場(chǎng)上的功能：國旗是國家的象征，通常是一個(gè)國家對(duì)內(nèi)，對(duì)大眾，對(duì)外，向朋友和敵人傳遞行為目的或身份或愿望的信息的標(biāo)志。</p><p><b>　　六、什么是地方品牌</b></p>&

60、lt;p>　　因此，我們完全可以肯定，許多地方名稱即是一類品牌名稱：人們回應(yīng)此類品牌就如他們回應(yīng)自己，他們自己的得失與品牌的得失十分相近，而在許多案例中人們甚至特意為品牌創(chuàng)造了條件。不用延伸的太多，每個(gè)人都可以稱這些附帶識(shí)別的地方為品牌，正如產(chǎn)品品牌有他們的標(biāo)志。</p><p>　　然而，當(dāng)大多數(shù)人談?wù)摰胤狡放频臅r(shí)候，他們通常不會(huì)將一個(gè)地方定下一個(gè)名稱或一個(gè)象征，因?yàn)樵S多地方已經(jīng)有自己的名稱并且許多地方已

61、經(jīng)有自己的象征。人們通常談?wù)撝プ鲆恍┠軌蛱嵘放菩蜗笫虑椋旱胤狡放频慕ㄔO(shè)被認(rèn)為是一個(gè)讓地方出名的最好方式。</p><p>　　七、地方品牌是地方上企業(yè)形象的縮影嗎</p><p>　　然而，在明確提高其品牌形象意義品牌是否合法或有意義的問題之前，還有必須提到的常見動(dòng)態(tài)解釋。這就是如之前所說的將品牌比作旗幟，一種基于“品牌是標(biāo)志或符號(hào)”思想基礎(chǔ)的解釋，但它是一項(xiàng)更單調(diào)的業(yè)務(wù)，如果它確實(shí)是

62、唯一或主要的意義，將不會(huì)一開始就急于證明民族品牌或地方品牌，而這期期刊則未必能出到第六卷。</p><p>　　各國通過其眾多的政府機(jī)構(gòu)，吸引了全世界眾多各專業(yè)人才的交流往來。而如果在他們交易的同時(shí)能過提供一致的，精心準(zhǔn)備的材料，他們則認(rèn)定這個(gè)國家有一個(gè)很好的城市形象。他們的文具、名片、企業(yè)宣傳片、資料單張、公報(bào)、新聞發(fā)、網(wǎng)站上一個(gè)簡(jiǎn)約的標(biāo)志和專業(yè)的外觀，無疑使這個(gè)國家的形象顯得更加有組織性，嚴(yán)密性和現(xiàn)代性，讓人

63、更加尊重這個(gè)國家高效的結(jié)構(gòu)、進(jìn)程和機(jī)制。</p><p>　　八、為什么地方品牌是一個(gè)嵌合體</p><p>　　引起品牌混亂的最根本原因源于“品牌是指一種技術(shù)，或一系列的技術(shù)”的想法，比如有人認(rèn)為耐克“神奇美妙”的品牌形象的建立就是通過直接建立及加強(qiáng)品牌形象的結(jié)果。這是不對(duì)的。耐克的品牌形象固然是美好的，但它是在大量出售高質(zhì)量產(chǎn)品的前提下，同時(shí)通過一些訊息鼓勵(lì)消費(fèi)者識(shí)別其產(chǎn)品價(jià)值的結(jié)果。

64、這是一種讓品牌成為長期的廣義或廣泛擁護(hù)的所有用于提升品牌形象的方式——公關(guān)，廣告，設(shè)計(jì)，促銷，直銷等等。但這是不正確的：正確綜合這些方式的結(jié)果無疑是營銷傳播或促銷活動(dòng)。</p><p>　　品牌建設(shè)主要是通過產(chǎn)品開發(fā)和營銷，與品牌關(guān)聯(lián)性相對(duì)較少。（除此之外，如前面提到所說，如果品牌對(duì)某些消費(fèi)品而言就意味著標(biāo)志和包裝設(shè)計(jì)，那么品牌建設(shè)確實(shí)有助于商品的銷售）。如果人們購買某種產(chǎn)品并覺得它好，這將是建立美好產(chǎn)品形象的開

65、始，該產(chǎn)品將獲得良好的聲譽(yù)。這種聲譽(yù)的蔓延逐漸讓更多沒使用過該產(chǎn)品的用戶知道，即使他們沒有買過該產(chǎn)品的都知道這產(chǎn)品好，或者讓人覺得他這是一個(gè)好產(chǎn)品。好聲譽(yù)的傳播推動(dòng)了產(chǎn)品的銷售，并提高了公司的價(jià)值，這當(dāng)然是企業(yè)成功的最重要因素之一。</p><p><b>　　九、結(jié)論</b></p><p>　　品牌是一個(gè)在消費(fèi)者心目中慢慢積累的過程，積累自己喜愛并看好的品牌，它不

66、能簡(jiǎn)單地被視為通過單一的技術(shù)所表現(xiàn)出來的喜好。廣告可以創(chuàng)造利益，假如消費(fèi)者對(duì)產(chǎn)品滿意，就可以增加銷售量，也間接的加強(qiáng)了與顧客之間的公共關(guān)系 ，通過媒體來調(diào)動(dòng)消費(fèi)者體驗(yàn)的積極性，所以說要加深品牌在消費(fèi)者心目中的印象是沒有捷徑的。</p><p>　　同樣，良好的產(chǎn)品、服務(wù)、文化、旅游、投資、科技、教育、企業(yè)、職員、政策、措施和國家生產(chǎn)活動(dòng)也能夠獲得良好的品牌形象，并最終反映給國家，也可以成為其主要資產(chǎn)。</p