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詼諧的語(yǔ)言，生動(dòng)的內(nèi)容一分鐘快速掌握科技最新動(dòng)態(tài)

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Fancy Brand Logos Send Mixed Messages

Some people pay big bucks for a designer handbag or a luxury car—and the distinctive logo that goes along with them. Now scientists have learned that other people pay even more to leave the logo behind. The findings appear in the Journal of Marketing. [Young Jee Han, Joseph Nunes and Xavier Drèze, C]

有些人愿意為名牌手包、豪華轎車(chē)（以及上面獨(dú)特的商標(biāo)）一擲千金。而今科學(xué)家發(fā)現(xiàn)，還有一些人甚至愿意花更多的錢(qián)避免攤上這類(lèi)商標(biāo)。該研究成果發(fā)表于《市場(chǎng)營(yíng)銷(xiāo)雜志》。

High-end goods are often ostentatiously labeled. After all, if you spend all that money on a status symbol, you wanna make sure that other folks recognize your good taste, even at a distance. But researchers surveying California consumers found that people who are seriously well-off are willing to pay a premium for items whose branding is more discreet.

高端產(chǎn)品的商標(biāo)通常炫目華麗。畢竟消費(fèi)者為了顯示自己的身份地位在上面砸了很多錢(qián)，他希望別人即使在遠(yuǎn)處也能見(jiàn)識(shí)到自己的高貴品味。但是研究人員對(duì)加州消費(fèi)者進(jìn)行調(diào)查后發(fā)現(xiàn)，經(jīng)濟(jì)極為寬裕的人愿意花額外的錢(qián)購(gòu)買(mǎi)商標(biāo)不那么惹眼的產(chǎn)品。

These patricians don’t need gaudy symbols to advertise their wealth. Status seekers, on the other hand, are drawn to more obvious logos. These designer items let the less affluent know that they’ve been outclassed. The irony is that the logos mostly serve to alert the patricians that the owner is not one of them. And then there are the posers who buy flashy counterfeit items that for the most part don’t fool anyone.

這些貴族無(wú)須通過(guò)花哨的物品彰顯自己的財(cái)富。追求顯貴者反而對(duì)惹眼的商標(biāo)趨之若鶩。擁有品牌貨能讓經(jīng)濟(jì)實(shí)力稍遜的人相形見(jiàn)絀。具有諷刺意味的是，惹眼的商標(biāo)大多只能將商品持有者與真正的貴族區(qū)分開(kāi)來(lái)。此外還有些賣(mài)弄虛榮者喜歡購(gòu)買(mǎi)花里胡哨的仿貨，這類(lèi)仿貨通常騙不了任何人。

The lesson for marketers: when it comes to branding, less may be more. And you can charge a higher price for it, too.

給營(yíng)銷(xiāo)人員的一個(gè)教訓(xùn)：也許商標(biāo)愈簡(jiǎn)，內(nèi)涵愈深，你還能給商品定個(gè)好價(jià)。

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