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18:56 Jan 3, 2020
English to Chinese translations [PRO]
Marketing - Advertising / Public Relations
Additional field(s): Marketing / Market Research
English term or phrase: on-brand
Definition from Merriam-Webster:
(adj) Appropriate to, typical of, consistent with, or supportive of a particular brand or public image or identity.

Example sentence(s):
  • This one should be fairly obvious. You define what your “brand” is and then everything you produce, be it an ad or an image or a one-sheet, needs to match that brand in terms of look, feel, and tone. If you hit that target, you are now on brand. The Context of Things
  • Bill Callahan not going for two and the win was both on brand and absurd. The Athletic
  • Russian YouTubers making a fake Tesla Cybertruck feels so on-brand for 2019 that it couldn't possibly be true. And, yet, here we are. Mashable
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Summary of translations provided
Justine Zhen Zhong


Translations offered

32 days   confidence: Answerer confidence 5/5

Definition from own experience or research:
on brand 本身也是近年来稍被用滥的口头流行语,多见于营销、娱乐、文体相关的口语和文章中,表示符合某种形象,与某种潮流/行为/预期相符或相称。需要根据不同上下文灵活处理。

'on brand' is a trendy catchphrase often used bit too much nowadays in articles and oral presentations of marketing, entertainment, sports and cultural activities. It generally means becoming behaviors or activities for certain people, companies, situations or campaigns. To translate this phrase properly into Chinese requires a flexible lexicon in target language and will highly depend on the context.

Example sentence(s):
  • 很好,这很特斯拉 - Zhihu.com  
  • 电气化、安全性、操控性三管齐下,让人目不暇接,我只能说很好这很本田。 - XCar.com  
  • 马云本人则坚定不移地相信“阿里软件三年后将成为中国最出色的软件公司”,这很符合他“让天下没有难做的生意”这一理念。 - 《左手马云,右手史玉柱》 
Justine Zhen Zhong
United States
Local time: 08:14
Native speaker of: Native in ChineseChinese
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