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Italian to English translations [PRO]
Marketing - Advertising / Public Relations / brand image | | Italian term or phrase: ancoraggio | 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 |
|   simon tannerKudoZ activityQuestions: 177 (none open) ( 6 closed without grading) Answers: 819
Italy
| | Local time: 02:24
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| | Selected response from:
tom corradini
Italy
Local time: 02:24
| Grading comment thanks a lot Tom; went for association in the end
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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3 hrs confidence:   anchoring
Explanation:
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.
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5 hrs confidence:
9 hrs confidence: familiarity
Explanation:
Something like "consumers are so familiar with the brand that they no longer have any emotional attachment to it".
| philgoddard
Local time: 19:24
Specializes in field
Native speaker of: English
PRO pts in category: 4
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The translation workplace 
