(7) Brand Images
商標形象
You might try an experiment for yourself.Buy an attractive but inexpensive tie and put it in a very attractive box from an exclusive store.Then buy a similar tie from the exclusive store and put it in a box from an inexpensive discount store.Tell your friends that you can't decide which tie is better and ask them to choose.If past experience is any guide，most will choose the inexpensive tie in the more expensive box.Laboratory experiments support these suggestions.The concept that explains such behavior is that people often cannot determine the value of products by physical inspection； they therefore turn to other indicators of quality such as labels，packaging，brand names and price.A higher priced，expensively packaged item is usually perceived as better regardless of its actual physical qualities.
Knowing that products are perceived as better with a brand name，some companies are putting brand names where you have never seen them before.For example，the National Pak company has created the brand name Tom AH to for its tomatoes.Packaged in an airtight package，these tomatoes stay freshlooking red for four weeks.As a result，they can sell for 30 cents a pound more than unbranded tomatoes.
譯文
商標形象
你可以自己做個實驗。買一條好看但很廉價的領帶，放入一個從高檔商店買的非常精美的盒子裏。再從高檔商店買一條相似的領帶，放入一個廉價商店的盒子。告訴你的朋友，說你無法判斷哪一條領帶好些，請他們替你選擇。如將過去的經驗作為準則，多半都會選擇精美價高的盒子裏的廉價領帶。實驗室的試驗證實了這一結果。解釋此行為的理論是人們常常不能通過查看外形即確定產品的價值。因而他們就隻得借助於諸如標簽、包裝、商標及價格這樣的質量指標。一種高價、包裝精美的物品通常都被認為較其他的要好些，而不論其實際品質。
知道具有商標的產品被認為比其他產品好，各公司都把商標用於人們以前從未見到過的地方。比如，美國帕克公司為其土豆創造了TomAHto商標。這些土豆包裝在密封的包裝袋裏，放置四個星期都仍是新鮮的紅色，其結果是這些土豆的售價比無商標的土豆一磅就貴30美分。
(8) Brand Categories
商標的種類
You are probably very familiar with several categories of brands.National brand names are the brand names of manufacturers that distribute the product nationally.They include well-known names such as Xerox，Kodak，Sony，and Chevrolet.
Knockoff brands are illegal copies of national brand name goods such as Izod shirts or Rolex watches.If you see an expensive brand name item for sale at a ridiculously low price，you can be pretty sure it's a knockoff.Counterfeiters who copy US brand names steal some $20 billion in business a year.