ancoraggio

English translation: imprinting / association

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)

Italian term or phrase:	ancoraggio
English translation:	imprinting / association
Entered by:	simon tanner

09:41 Jul 1, 2009

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 tanner KudoZ activity Questions: 193 (1 open) (7 closed without grading) Answers: 849 Italy
Local time: 18:17

imprinting / association

Explanation:
I think one of these two terms could do the trick.

Selected response from:

tom corradin (X)
Italy
Local time: 18:17

Grading comment

thanks a lot Tom; went for association in the end
4 KudoZ points were awarded for this answer

Summary of answers provided

3 +1

imprinting / association

tom corradin (X)

familiarity

philgoddard

anchoring

Mariateresa Varbaro

identification

Valentina Viganò

Answers

1 hr confidence:

peer agreement (net): +1

imprinting / association

Explanation:
I think one of these two terms could do the trick.

tom corradin (X)
Italy
Local time: 18:17
Native speaker of:

English,

Italian
PRO pts in category: 8

Grading comment

thanks a lot Tom; went for association in the end

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.

Mariateresa Varbaro
Italy
Local time: 18:17
Specializes in field
Native speaker of:

Italian

5 hrs confidence:

identification

Explanation:
The brand's strong identification with the product weakens its emotional bonding with ....

see the marketing presentation at this long link:
http://www.sm.au.edu/uploadfiles/1202761763_Mkt4806 Keller 2...

Reference: http://www.enotes.com/business-finance-encyclopedia/product-...

Valentina Viganò
Italy
Local time: 18:17
Works in field
Native speaker of:

English,

Italian

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
United States
Specializes in field
Native speaker of: English
PRO pts in category: 20

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ancoraggio

English translation: imprinting / association

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ancoraggio

English translation: imprinting / association

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