Glossary entry (derived from question below)
Italian term or phrase:
ancoraggio
English translation:
imprinting / association
Added to glossary by
simon tanner
Jul 1, 2009 09:41
14 yrs ago
5 viewers *
Italian term
ancoraggio
Italian to English
Marketing
Advertising / Public Relations
brand image
From a marketing strategy document. It's talking about the product image, and its various weak points. This is just one of the items in a list of issues, so there's no real surrounding context, I'm afraid.
I think that what is meant is that the brand name is so well known that the name itself no longer has any emotional impact. For example (and of course this is not the brand I'm dealing with), Sunsilk is so well known as a shampoo brand name that consumers no longer associate it with the concepts of sun and silk; it is simply the name of a shampoo. Anyway, so much for the concept. Is there any marketing-speak for this, or is it simply 'anchoring'?
context:
Il forte ancoraggio con il prodotto lo rende poco emozionale (debole bonding emozionale)
Thanks for any help
I think that what is meant is that the brand name is so well known that the name itself no longer has any emotional impact. For example (and of course this is not the brand I'm dealing with), Sunsilk is so well known as a shampoo brand name that consumers no longer associate it with the concepts of sun and silk; it is simply the name of a shampoo. Anyway, so much for the concept. Is there any marketing-speak for this, or is it simply 'anchoring'?
context:
Il forte ancoraggio con il prodotto lo rende poco emozionale (debole bonding emozionale)
Thanks for any help
Proposed translations
(English)
3 +1 | imprinting / association | tom corradin (X) |
4 | familiarity | philgoddard |
3 | anchoring | Mariateresa Varbaro |
3 | identification | Valentina Viganò |
Proposed translations
+1
1 hr
Selected
imprinting / association
I think one of these two terms could do the trick.
4 KudoZ points awarded for this answer.
Comment: "thanks a lot Tom; went for association in the end"
3 hrs
anchoring
Mi sembra che sia semplicemente così. Tra l'altro come termine è ricorrente anche in psicologia, in contesti simili a quello in questione, quando si parla di decisioni, scelte.
5 hrs
identification
The brand's strong identification with the product weakens its emotional bonding with ....
see the marketing presentation at this long link:
http://www.sm.au.edu/uploadfiles/1202761763_Mkt4806 Keller 2...
see the marketing presentation at this long link:
http://www.sm.au.edu/uploadfiles/1202761763_Mkt4806 Keller 2...
9 hrs
familiarity
Something like "consumers are so familiar with the brand that they no longer have any emotional attachment to it".
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