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詼諧的語言，生動的內容一分鐘快速掌握科技最新動態(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（以及上面獨特的商標）一擲千金。而今科學家發(fā)現(xiàn)，還有一些人甚至愿意花更多的錢避免攤上這類商標。該研究成果發(fā)表于《市場營銷雜志》。

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.

高端產品的商標通常炫目華麗。畢竟消費者為了顯示自己的身份地位在上面砸了很多錢，他希望別人即使在遠處也能見識到自己的高貴品味。但是研究人員對加州消費者進行調查后發(fā)現(xiàn)，經濟極為寬裕的人愿意花額外的錢購買商標不那么惹眼的產品。

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.

這些貴族無須通過花哨的物品彰顯自己的財富。追求顯貴者反而對惹眼的商標趨之若鶩。擁有品牌貨能讓經濟實力稍遜的人相形見絀。具有諷刺意味的是，惹眼的商標大多只能將商品持有者與真正的貴族區(qū)分開來。此外還有些賣弄虛榮者喜歡購買花里胡哨的仿貨，這類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.

給營銷人員的一個教訓：也許商標愈簡，內涵愈深，你還能給商品定個好價。

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