Glossary entry (derived from question below)
Apr 25, 2013 22:59
11 yrs ago
1 viewer *
English term
branded utility
English to Chinese
Tech/Engineering
Marketing / Market Research
marketing
Useful marketing: Creating tools, not just ads
Marketing has become less about talking and more about doing. While ideas about {branded utility} have been tossed around for a while, lately they've been getting more serious attention. Brands, even the non-techy ones, are launching mobile, web and hardware products. And these products are being built by agencies, though you'd be forgiven for thinking they're the result of Silicon Valley hackathons rather than traditional marketing campaigns.
请问这个营销术语到底叫啥名?
Marketing has become less about talking and more about doing. While ideas about {branded utility} have been tossed around for a while, lately they've been getting more serious attention. Brands, even the non-techy ones, are launching mobile, web and hardware products. And these products are being built by agencies, though you'd be forgiven for thinking they're the result of Silicon Valley hackathons rather than traditional marketing campaigns.
请问这个营销术语到底叫啥名?
Proposed translations
(Chinese)
4 | 品牌效用 | Zilin Cui |
3 +1 | 软广告实用工具? | Patrick Cheng |
Change log
May 2, 2013 02:02: Zilin Cui Created KOG entry
Proposed translations
15 hrs
4 KudoZ points awarded for this answer.
Comment: "谢谢!"
+1
2 hrs
软广告实用工具?
不懂营销专业,不知道有无现成译法。
从原文看这类utility可以是硬件,也可以是软件(mobile, web and hardware products),为了推广某一品牌,并且由广告机构来一手操作。这让我联想起电视电影里的软广告,所以编了这个词出来。
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Note added at 3 hrs (2013-04-26 02:45:34 GMT)
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觉得不合适。看了原文中的那个汽车的应用广告吧?而且原文讲得很清楚这些branded utility包括了mobile, web and hardware products。所以我想翻译一定要能包括所有这些在内。我的另外想法是‘软广告产品’或干脆‘软广告工具’。
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Note added at 3 hrs (2013-04-26 02:49:35 GMT)
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我加了原文没有的‘实用’,是觉得这些utility都是通过给人们带来实际的用处而加深品牌效应。
从原文看这类utility可以是硬件,也可以是软件(mobile, web and hardware products),为了推广某一品牌,并且由广告机构来一手操作。这让我联想起电视电影里的软广告,所以编了这个词出来。
--------------------------------------------------
Note added at 3 hrs (2013-04-26 02:45:34 GMT)
--------------------------------------------------
觉得不合适。看了原文中的那个汽车的应用广告吧?而且原文讲得很清楚这些branded utility包括了mobile, web and hardware products。所以我想翻译一定要能包括所有这些在内。我的另外想法是‘软广告产品’或干脆‘软广告工具’。
--------------------------------------------------
Note added at 3 hrs (2013-04-26 02:49:35 GMT)
--------------------------------------------------
我加了原文没有的‘实用’,是觉得这些utility都是通过给人们带来实际的用处而加深品牌效应。
Note from asker:
想用“品牌效用”,但无把握。 |
Discussion
这里已经解释得很明了了,Branded Utility是个抽象名词,Branded Utilities才是具体名词。
1.小标题就是Creating tools, not just ads,这里的tools应该是实实在在的产品吧?</br>
2.我不是很肯定是否'While ideas about branded utility'让你觉得这里的branded utility是一个概念,但是关于实际产品的ideas比比皆是,所以应该不会有误解。</br>
3.Ambrose给的链接很好,但只是帖主的个人看法,不是某个营销专业组织的定义。原文也说了‘I prefer.....’。但我觉得把单/复数解释成两个概念是完全不必要的,也很让人迷惑。同一个字完全可以既指概念,也指产品。这个是非常非常常见的现象。就比如说‘工具’吧,是指产品还是概念呢?
4. A FEW DIFFERENT NAMES • Not quite interchangeable, but very similar: – Branded Utility – Marketing as Service – Marketing with Meaning
5. SPLITTING HAIRS • Often used interchangeably, I prefer a distinction between “Branded Utility” and “Branded Utilities”. My definitions: • Branded Utility: An overarching concept focused on providing meaningful marketing that improves people’s lives and adds value to the user • Branded Utilities: Tools and the actual implementation of the overarching concept “Branded Utility”
branded utility似乎是一种概念。
有不小的距离。