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如何给产品命名? – 译学馆
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如何给产品命名?

How to name a product, from the man behind Swiffer and BlackBerry

他以给产品命名谋生
This guy names things for a living
宝洁的Swiffer 风倍清 最新的搜诺思音响系统
Procter & Gamble’s Swiffer, Febreze,the new Sonos sound system.
我是Lexicon Branding公司的创始人和董事长
I’m the founder and president of Lexicon Branding.
我们想创造出吸引人的名字
We want to create names that are noteworthy.
它能让人觉得这个产品有些与众不同
Something that makes people think there may be something different here,
且更适合自己
something better for me.
Lexicon已经在19个国家中命名了将近4000个品牌
Lexicon has named almost 4,000 brands in 19 countries.
比如黑莓 Dibs 以及以下这些
Like BlackBerry, Dibs, and all of these.
他们的收费在40到25万美元之间
They charge somewhere between 40 and 250 thousand dollars.
David说它们值这个价
And David says it’s worth the price.
他从事产品命名已超过30年
He’s been naming things for over 30 years.
而这没有你想的那么简单
And it’s not as simple as you might think.
深入了解它需要做很多工作
There’s a lot of work that goes
这是一项科学
into it, and it’s as much
也是一种艺术
a science as it is an art.
我们在声音领域投了很多钱
-One of the things that we’ve invested quite a lot of money in is this area of sound,
它在语言学领域中被称为“语音象征”
technically called sound symbolism in the world of linguistics.
Lexicon在5年时间里耗资200万美元
Lexicon spent two million dollars and five years studying the sounds
研究字母的发音及我们和发音间的联系
of letters and the associations we have with those sounds.
我们去了波兰 法国 日本
-We went to Poland, France, Japan.
然后我们发现了有些东西十分普遍
And what we found was that some things are very universal.
比如说字母“V”的发音
For example, the sound of”V.”
无论你是出生在巴黎 还是出生在布朗克斯
Whether you’re born in Paris or you were born in the Bronx,
“V”都是关于生命和活力的
‘V’ is about aliveness and vitality.
这就是他们将这辆汽车命名为Venza的原因之一
That’s one of the reasons they named this car Venza.
我们也能识别出比其他名字更可靠的名称
-We also were able to identify names that communicated or supported more reliability than others.
“B”和“T”的发音 就令人感到很可靠
So the sound of”B” and”T,” highly reliable.
因此 黑莓叫“Blackberry”
Hence,BlackBerry.
黑莓引人注目也因为它不是字面意思
BlackBerry also stands out because it’s not literal.
David说一个过于描述性的名字是不好的
David says a bad name is one that’s too descriptive.
你知道 人们总是想用逻辑去解释一些东西
-You know, there’s always this temptation to use logic to explain something.
但激发想象力和人类思维的不是逻辑
But what fires the imagination and the human mind is not logic.
David说这里最好的例子是Swiifer
A perfect example of this, David says, is Swiffer,
这是Lexicon史上最成功的命名案例之一
one of Lexicon’s biggest naming successes.
他们正尝试设计品牌的注册商标
-One of the things that they had tried to trademark,
幸运的是 我想对于双方都是一个好方案
and fortunately, I think, for them and for us,
ProMop和EayMop这两个名字肯定不能用
it wasn’t available, was ProMop and EasyMop.
他们的观点是他们升级了拖把
Their perspective was that they had improved the mop.
我们很快的向他们指出
We were quick to point out to them
这看起来不像一个拖把
that this doesn’t really look like a mop.
David和他的团队调查了30个人对清洁的想法
David and his team surveyed 30 people about cleaning.
没人喜欢拖地
-No one liked to mop.
我们的创意见解和策略是
Our creative insight and strategy was,
让我们在拖地和清洁的世界中创造一些快乐
let’s put some joy in the world of mopping and cleaning.
我们使用了拖地的动作
We have that action of sweeping.
然后加入了动词结尾“-er”
We have the -er of the verbal ending,
但是没有像Swiffer这样的东西
but there’s no such thing as Swiffer.
与此同时 一家有竞争关系的公司推出了ReadyMop
At the same time, a competitive company came out with ReadyMop.
但它没引起我的注意
But it didn’t do anything, it didn’t get my attention,
这名字不值得注意
it wasn’t noteworthy.
今天我们坐在这里进行采访时
And today as we sit here in this interview,
Swiffer已在15个国家畅销
Swiffer is somewhere around a six
成为价值60亿美元的品牌
billion dollar brand sold in 15 countries.
但David说现在命名产品比他刚开始时难了很多
But David says naming things today is a lot harder than when he first started.
首先 供选择的名字少了很多
For one, there are just way fewer names to choose from.
2004年 美国有120万个活跃商标
In 2004, there were 1.2 million active trademarks in the US.
现在 有200万个
Now,there are two million.
仅去年一年就有近64万份申请
There were almost 640,000 applications filed last year alone.
而且由于互联网的兴起
And because of the internet,
现在推出的任何产品本质上都是全球性的
any product that comes out now is essentially global.
这意味着你必须更加努力才能脱颖而出
That means you have to work harder to stand out.
而且你要确保这个名字在多个语言和文化中行得通
And you have to be sure your name works in more than one language and culture.
如果你起的名字在葡萄牙语或法语中意味着负面或消极的东西
-And so if your name in Portuguese or French means something negative or untoward,
你就会得到负面的评价了
you’re gonna hear about it.
所以 花钱取个好名字是值得的
So,it’s worth getting it right.
仔细想想 没有东西比一个公司或一个产品的品牌名
-When you think about it, nothing will be used more often or for longer than a company
使用率更高 使用得时间更长
or a product’s brand name.
所以我们所做的事至关重要
So what we do becomes vitally important.
给产品命名对我来说变得更有趣了
That makes it interesting to me.

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视频概述

著名命名公司总裁为您介绍品牌名背后的秘密。

听录译者

收集自网络

翻译译者

RayLiu

审核员

审核员_BY

视频来源

https://www.youtube.com/watch?v=typCWRPRmGE

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