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从事《市场学》教学和研究的人员都知道,“品牌”这一术语是英文brand一词的中译,它还有另一较为通行的译名“厂牌”。笔者认为“品牌”这一译名没有正确表达这一术语的含义。而“厂牌”的译名则是较达意的。 brand的原有相关含义是指烙印。西方大农场里的牛马身上往往以烙印为证,
Those who are engaged in the teaching and research of “Marketing” know that the term “brand” is a Chinese translation of the English brand word. It also has another popular translation name “brand”. The author believes that the translation of “brand” does not correctly express the meaning of this term. The translation of the “brand name” is more meaningful. Brand’s original related meaning refers to branding. The cows and horses on western ranch often bear the mark.