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Imagetransfer

English translation: [positive] projection or association of image, in the PR sense

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
German term or phrase:Imagetransfer
English translation:[positive] projection or association of image, in the PR sense

00:13 Feb 11, 2001
German to English translations [PRO]
Marketing
German term or phrase: Imagetransfer
General contgext: Corporate Communications PR functions

Specific context: >>XYZ company unterstützt nur Aktivitäten, die zur Marke XYZ und ihren Grundwerten passen und einen positiven Imagetransfer gewährleisten.
Tom Funke
Local time: 16:23
(corporate) image projection
Explanation:
Don't you think you have it already in the definition?
Selected response from:

Parrot
Spain
Local time: 22:23
Grading comment
Thanks much for all of your ansers.
Interestingly, in English PR contexts _image transfer_ has an unethical connotation, which doesn't apply to my German text:
>>Ethics play an important role in public relations. PRSA’s Code of Professional Standards for the Practice of Public Relations pledges that PRSA members will conduct themselves "professionally, with truth, accuracy, fairness, and responsibility to the public."
Some unethical practices include:
lowballing (downplaying expectations to allay impressions of failure)
spin (one-sided use of facts or data by "spin doctors" to create a desired impression)
hype (distorting the facts by the use of hyperbole or magnification)
minimizing (understating the extent of a product or policy’s weaknesses or failure)
overgeneralization (drawing sweeping conclusions based on one isolated example)
categorization (portraying people, events or products inaccurately)
labeling (attaching a description like "winner" to a client or program, with little evidence)
image transfer (gaining credibility or recognition through positive association)
lies and coverups (shifting blame, denying responsibility, not telling the truth)
http://www2.truman.edu/~gjones/comm353/jh_ch1.html

In my context _Imagetransfer_ could have one of two meanings: (1) projection of the corporate image (supported by the sponsored activity) ; (2) (Positive) association of the image of the sponsored activity (with the image of the sponosoring company); so several of your ansers are at least partially right.
On the Web, "image transfer" in the German (positive) sense occurs in translated text with an ultimate German source, e.g.: http://illbruck-pinta.com/e/partner/nutzen.html

3 KudoZ points were awarded for this answer



Summary of answers provided
naimage transfer
Andy Lemminger
na(corporate) image projection
Parrot
nabranding or brand association
Beth Kantus
naa positive transfer of the company image
Alexander Schleber (X)


  

Answers


50 mins
image transfer


Explanation:
The physical transfer of a photographic or digital image to another medium is only one meaning of image transfer in English.

I found Imagepflege translated as image cultivation. German transfer is the same in English. Therefore you can just use image transfer.


    Langenscheidt
Andy Lemminger
Canada
Local time: 14:23
Native speaker of: Native in GermanGerman
PRO pts in pair: 1127
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1 hr
(corporate) image projection


Explanation:
Don't you think you have it already in the definition?


Parrot
Spain
Local time: 22:23
Native speaker of: English
PRO pts in pair: 315
Grading comment
Thanks much for all of your ansers.
Interestingly, in English PR contexts _image transfer_ has an unethical connotation, which doesn't apply to my German text:
>>Ethics play an important role in public relations. PRSA’s Code of Professional Standards for the Practice of Public Relations pledges that PRSA members will conduct themselves "professionally, with truth, accuracy, fairness, and responsibility to the public."
Some unethical practices include:
lowballing (downplaying expectations to allay impressions of failure)
spin (one-sided use of facts or data by "spin doctors" to create a desired impression)
hype (distorting the facts by the use of hyperbole or magnification)
minimizing (understating the extent of a product or policy’s weaknesses or failure)
overgeneralization (drawing sweeping conclusions based on one isolated example)
categorization (portraying people, events or products inaccurately)
labeling (attaching a description like "winner" to a client or program, with little evidence)
image transfer (gaining credibility or recognition through positive association)
lies and coverups (shifting blame, denying responsibility, not telling the truth)
http://www2.truman.edu/~gjones/comm353/jh_ch1.html

In my context _Imagetransfer_ could have one of two meanings: (1) projection of the corporate image (supported by the sponsored activity) ; (2) (Positive) association of the image of the sponsored activity (with the image of the sponosoring company); so several of your ansers are at least partially right.
On the Web, "image transfer" in the German (positive) sense occurs in translated text with an ultimate German source, e.g.: http://illbruck-pinta.com/e/partner/nutzen.html
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6 hrs
branding or brand association


Explanation:
From your query, I get that it's about promoting the image of the brand, more than the corporation itself.
Therefore, mu suggestion:
Company XYZ supports only those activities that are consistent with/promote the core values of Brand XYZ and which promote/provide a positive brand association.

See the following web sites for more information on branding:

http://www.workz.com/content/657.asp

http://sanantonio.bcentral.com/sanantonio/stories/2000/08/07...

http://www.workz.com/content/657.asp

HTH!

Beth Kantus
United States
Local time: 16:23
Native speaker of: English
PRO pts in pair: 924
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7 hrs
a positive transfer of the company image


Explanation:
this is the longer version of <aLemminger> answer. I would just use it, as he has suggested. Short and meaningful.

Alexander Schleber (X)
Belgium
Local time: 22:23
Native speaker of: Native in GermanGerman, Native in EnglishEnglish
PRO pts in pair: 2426
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