品牌的“意义”和“个性”是什么

What the brand “means” is what a brand gets credit for in the eyes of consumers—its reputation across a number of key dimensions.

品牌的“意义”是指一个品牌在消费者心目中产生的印象——即该品牌在几个层面上的声誉。

What the brand “is” is how we would describe the brand’s dominant personality traits—generally those that correspond to its principal meanings.

品牌“个性”那些与品牌意义相对应的特征。

More and more marketers are looking for new growth by leveraging the power of their brand names into new territories.Global Brands are being built through expansion into new geographies. “Megabrands” or “Hyperbraands” are being established across multiple product or service categories.

愈来愈多的行销人运用品牌的力量进入新的领域，以创造新的成长。全球品牌因为领域的扩张而建立起来；“大品牌”或“超级品牌”则是因跨越多项产品或品类而被建立。　

This expansion puts renewed focus on the need to protect brand equity.

这种扩张及延伸，让我们必须重新重视并保护品牌的资产。

As brands are expanded, there are pressures of dilution that stem from:

随着品牌的扩张，使品牌有被稀释的危机，这些危机的因素如下：

The need to reexpress the brand in the context of new competitive sets and new cultures.

必须就新的竞争条件和新文化的观点来重新表现品牌。