Jonathan Schwartz, CEO of Sun Microsystems, has written a heart-felt piece on the value of branding for a company and its customers.公司总裁Jonathan Schwartz ，总裁兼首席执行官的Sun Microsystems ，写了发自内心的一块价值论品牌，为公司与客户之间。 I very much agree with him.我十分同意他的看法。 A brand is not just a promise, it is an expectation, it is a theme to rally behind.一个品牌不仅是一个承诺，这是一个期望，这是一个主题，以团结的背后。

The saying goes, “a brand is a promise.” On a personal level, I’ve always felt that statement was incomplete.俗话说， “一个品牌是一个承诺。 ”就我个人的水平，我总是认为，声明是不完整的。 A promise is the lowest common denominator of a brand - it’s what people expect.一个承诺是最低的共同标准的一个品牌-它的是什么人的期望。 Think of your favorite brand, whether search engine or sneaker or coffee shop or free software, and you’ll know what I mean - a brand is an expectation.认为您最喜爱的品牌，无论是搜索引擎或运动鞋或咖啡馆或免费软件，而且您知道我的意思-一个品牌是一个期望。 If you experience anything less, you’re disappointed.如果您遇到什么不足，您失望。 A promise seems like table stakes.承诺好像表的利害关系。

But a brand must go beyond a promise.但一个品牌必须超越一个承诺。 To me, a brand is a cause - a guiding light.对我来说，一个品牌是一个原因-的指路明灯。 For fulfilling expectations, certainly, as well as dealing with the ill-defined and unexpected.为履行的期望，当然，以及处理与虐待的定义和意料中事。 It’s what tells your employees how to act when circumstances (and customers) go awry, or well beyond a training course.它的是什么告诉您的员工如何采取行动，在情况需要时， （和客户）去awry ，或远远超出一个培训班。

You can read the whole article您可以阅读整篇文章 here这里 . 。

His analysis of branding assume more significance in light of Sun’s他分析品牌承担起更多的意义在轻Sun的 announcement to re-brand its stock ticket to JAVA宣布重新品牌，其股价的入场券华 on NASDAQ. 3:2 。