返回情境
Marketing & Brand Promotion

Developing a Brand Re-positioning Strategy

制定品牌重新定位策略

Brand strategists and senior marketing executives discuss and develop a new brand positioning strategy, aiming to redefine the brand's image and target audience perception.

品牌战略师和高级营销主管讨论并制定新的品牌定位策略，旨在重新定义品牌形象和目标受众的认知。

对话

聆听并跟进对话

1
Sarah (Female)
Good morning, John. Thanks for coming in. I wanted to kick off our discussion on the brand re-positioning strategy. We really need to redefine our image.
早上好，约翰。感谢您的到来。我想开始讨论我们的品牌重新定位策略。我们确实需要重新定义我们的形象。
2
John (Male)
Morning, Sarah. Absolutely. The current market landscape demands it. Our target audience's perception has shifted, and we're not resonating as strongly as we used to.
早上好，莎拉。确实如此。当前的市场格局要求我们这样做。我们的目标受众的认知已经发生了变化，我们不再像以前那样引起强烈共鸣了。
3
Sarah (Female)
Exactly. I'm thinking we need to pivot towards a more modern, tech-forward image. Less about heritage, more about innovation. What are your initial thoughts on that direction?
没错。我在想我们需要转向一个更现代化、更注重科技的形象。少谈论传承，多谈论创新。你对这个方向有什么初步想法？
4
John (Male)
I agree completely. Innovation is key. We should also consider how this re-positioning impacts our existing loyal customer base. We don't want to alienate them while attracting new segments.
我完全同意。创新是关键。我们还应该考虑这种重新定位如何影响我们现有的忠实客户群。我们不希望在吸引新客户的同时疏远他们。
5
Sarah (Female)
That's a valid point. Perhaps we can introduce the new positioning in phases, or through specific product lines first. It's about evolution, not a complete revolution.
这是个不错的观点。也许我们可以分阶段引入新的定位，或者先从特定的产品线开始。这是一个进化的过程，而不是一场彻底的革命。
6
John (Male)
Phased implementation sounds strategic. We also need to get some fresh market research to validate these assumptions. Understanding current consumer sentiment is crucial before we commit.
分阶段实施听起来很有策略。我们还需要进行一些新的市场调查来验证这些假设。在我们承诺之前，了解当前的消费者情绪至关重要。
7
Sarah (Female)
Good idea. I'll reach out to the market research team today to commission a deep dive into shifting consumer preferences, especially among younger demographics. We need solid data to back this up.
好主意。我今天就联系市场研究团队，委托他们深入研究不断变化的消费者偏好，特别是年轻人群体。我们需要可靠的数据来支持这一点。
8
John (Male)
Perfect. Once we have that, we can start brainstorming specific messaging and visual identities that align with the new direction. This is exciting, Sarah.
太好了。一旦我们有了这些数据，我们就可以开始集思广益，想出符合新方向的具体信息和视觉形象。这很令人兴奋，莎拉。
9
Sarah (Female)
It is, John. Let's aim to have an initial proposal drafted within the next two weeks, incorporating the insights from the market research. We'll touch base then.
是的，约翰。我们的目标是在未来两周内起草一份初步提案，其中包含市场研究的见解。届时我们再联系。
10
John (Male)
Sounds like a plan. I'll get started on outlining some potential strategic pillars for the re-positioning. Thanks, Sarah.
听起来不错。我将开始概述重新定位的一些潜在战略支柱。谢谢，莎拉。

词汇

对话中的必备词汇和短语

re-positioning

The process of changing how a brand or product is presented to the market to attract new customers or refresh its image. Use it in business discussions about strategy changes.

改变品牌或产品向市场呈现方式的过程，以吸引新客户或刷新其形象。在关于战略变化的商业讨论中使用。

redefine

To give a new or different meaning or description to something, like a brand's identity. It's common in marketing to explain updating a company's image.

给某事物赋予新的或不同的含义或描述，例如品牌的身份。在营销中常用以解释更新公司形象。

pivot

To change direction or strategy quickly, often in business or startups. Here, it means shifting the brand's focus to something new like technology.

快速改变方向或策略，通常在商业或初创企业中。这里，它意味着将品牌的焦点转向像技术这样新的东西。

innovation

The creation or introduction of new ideas, methods, or products. In marketing, it's used to emphasize modern and creative aspects of a brand.

新想法、方法或产品的创建或引入。在营销中，它用于强调品牌的现代和创造性方面。

alienate

To cause someone to feel isolated or unsupportive, like losing customers by changing too much. Useful in discussions about balancing changes with existing fans.

使某人感到孤立或不支持，就像通过过多改变而失去客户。在讨论平衡变化与现有粉丝时有用。

phased

Done in stages or steps over time, rather than all at once. It's practical for planning gradual business changes to minimize risks.

分阶段或步骤在一段时间内完成，而不是一次性全部完成。这对于规划渐进的业务变更以最小化风险很实用。

market research

The activity of gathering information about consumers' needs and preferences. Essential in marketing to make data-driven decisions.

收集消费者需求和偏好信息的活动。在营销中，对于做出数据驱动的决策至关重要。

deep dive

A thorough and detailed examination of a topic. In professional settings, it means in-depth analysis, like studying consumer trends closely.

对一个主题的彻底和详细考察。在专业环境中，它意味着深入分析，比如密切研究消费者趋势。

关键句型

需要记住和练习的重要短语

We really need to redefine our image.

This sentence expresses a strong need for change using 'need to' for obligation. It's useful in business meetings to suggest updating a brand's public perception, showing agreement on strategy shifts.

这个句子使用 'need to' 表示义务，表达了对变革的强烈需求。它在商业会议中很有用，可以建议更新品牌公众形象，显示对战略转变的共识。

Our target audience's perception has shifted.

Here, 'has shifted' is present perfect tense indicating a recent change with ongoing effects. Practical for discussing how customer views evolve; use it when explaining market changes.

在这里，“has shifted”是现在完成时，表示最近的变化及其持续影响。适用于讨论客户观点如何演变；当解释市场变化时使用它。

I'm thinking we need to pivot towards a more modern, tech-forward image.

Uses 'I'm thinking' to introduce an idea politely, followed by a suggestion. Helpful for proposing directions in strategy talks; 'pivot towards' shows directional change in business contexts.

使用 'I'm thinking' 来礼貌地引入一个想法，然后是建议。有助于在战略讨论中提出方向；'pivot towards' 在商业语境中显示方向性变化。

We don't want to alienate them while attracting new segments.

This uses 'don't want to' for expressing concerns about negative outcomes, with 'while' showing simultaneous actions. Useful in marketing to balance risks and opportunities when discussing customer groups.

这使用了「don't want to」来表达对负面结果的担忧，「while」表示同时进行的行动。在讨论客户群体时，有助于营销中平衡风险和机会。

It's about evolution, not a complete revolution.

A metaphorical sentence contrasting gradual change ('evolution') with sudden overhaul ('revolution'). Great for professional discussions to advocate for step-by-step improvements rather than drastic ones.

一个比喻性的句子，对比渐进变化（'evolution'）与突然大修（'revolution'）。非常适合专业讨论中倡导逐步改进而非剧烈的改变。

We need solid data to back this up.

'Back this up' is an idiom meaning to support with evidence. This sentence emphasizes the importance of facts; use it in planning meetings to stress data-driven decisions.

“Back this up”是一个习语，意思是用证据支持。这句话强调了事实的重要性；在规划会议中使用它来强调数据驱动的决策。

Let's aim to have an initial proposal drafted within the next two weeks.

'Let's aim to' suggests a goal collaboratively, with 'within the next two weeks' specifying a timeframe. Ideal for setting deadlines in team discussions; shows polite planning.

“Let's aim to”表示共同设定目标，“within the next two weeks”指定了时间框架。非常适合在团队讨论中设定截止日期；显示出礼貌的规划。

Sounds like a plan.

A casual idiom meaning 'that agreement works well.' It's a quick way to confirm understanding and close a conversation positively; common in informal business English.

一个随意习语，意思是‘那个协议很合适’。这是确认理解并积极结束对话的快速方式；在非正式商务英语中常见。