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Marketing - Marketing / Market Research | | German term or phrase: Verselbständigung | "XXX ist der bekannteste Slogan (68%) in dieser Gruppe. Bei Konsumenten anderer Kategorien sogar noch bekannter als bei XYZ-Konsumenten. Zuordnung auch unter eigenen Konsumenten vergleichsweise gering - mögliche Verselbständigung im Auge behalten!"
[XXX = Slogan, XYZ = spirits brand]
This is from a market research presentation, in this case relating to advertising recall among consumers. I'm not sure what is meant by "Verselbständigung" here and would appreciate any input.
Many thanks
Ian |
| xxxIanWKudoZ activityQuestions: 632 (none open) ( 1 closed without grading) Answers: 2731
| Local time: 11:19
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| | English translation:slogan is losing its association to the product | Explanation:
I understand this to mean that the consumers know the slogan, but do not necessarily associate it with the proper product. I would like top say disassociation, but since that term is used in psychology, ...
You are the marketing expert, I'm sure you'll find the right word.
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Note added at 5 hrs 18 mins (2004-11-07 15:16:05 GMT)
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I have been thinking about this for a while. Maybe you could use \"potential loss of brand identity\".
\"Like everything else, the visual pun is used in excess. What matters here & where advertisers would fail most likely is the loss of Brand Identity. This is when the pun takes over the brand. With too many puns, probably no one would remember which was for which brand.\"
http://www.ihaveanidea.org/articles/entries/00000079.htm
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| Selected response from:
Melanie Nassar
Palestine
Local time: 12:19
| Grading comment In the end, I rephrased it based on armaat's explanation. Johanna's example helped a lot too. Thanks all round!
4 KudoZ points were awarded for this answer |
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| Discussion entries: 0 |
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Automatic update in 00:
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35 mins confidence:   peer agreement (net): +1
4 hrs confidence:
15 mins confidence: peer agreement (net): +7 | Verselbständigung slogan is losing its association to the product
Explanation:
I understand this to mean that the consumers know the slogan, but do not necessarily associate it with the proper product. I would like top say disassociation, but since that term is used in psychology, ...
You are the marketing expert, I'm sure you'll find the right word.
--------------------------------------------------
Note added at 5 hrs 18 mins (2004-11-07 15:16:05 GMT)
--------------------------------------------------
I have been thinking about this for a while. Maybe you could use \"potential loss of brand identity\".
\"Like everything else, the visual pun is used in excess. What matters here & where advertisers would fail most likely is the loss of Brand Identity. This is when the pun takes over the brand. With too many puns, probably no one would remember which was for which brand.\"
http://www.ihaveanidea.org/articles/entries/00000079.htm
| Melanie Nassar
Palestine
Local time: 12:19
Native speaker of:  English
PRO pts in category: 16
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| | Grading comment | In the end, I rephrased it based on armaat's explanation. Johanna's example helped a lot too. Thanks all round! |
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The translation workplace 
