Jonathan Schwartz, CEO of Sun Microsystems, has written a heart-felt piece on the value of branding for a company and its customers.公司總裁Jonathan Schwartz ，總裁兼首席執行官的Sun Microsystems ，寫了發自內心的一塊價值論品牌，為公司與客戶之間。 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.一個品牌不僅是一個承諾，這是一個期望，這是一個主題，以團結的背後。

The saying goes, “a brand is a promise.” On a personal level, I’ve always felt that statement was incomplete.俗話說， “一個品牌是一個承諾。 ”就我個人的水平，我總是認為，聲明是不完整的。 A promise is the lowest common denominator of a brand - it’s what people expect.一個承諾是最低的共同標準的一個品牌-它的是什麼人的期望。 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.認為您最喜愛的品牌，無論是搜索引擎或運動鞋或咖啡館或免費軟件，而且您知道我的意思-一個品牌是一個期望。 If you experience anything less, you’re disappointed.如果您遇到什麼不足，您失望。 A promise seems like table stakes.承諾好像表的利害關係。

But a brand must go beyond a promise.但一個品牌必須超越一個承諾。 To me, a brand is a cause - a guiding light.對我來說，一個品牌是一個原因-的指路明燈。 For fulfilling expectations, certainly, as well as dealing with the ill-defined and unexpected.為履行的期望，當然，以及處理與虐待的定義和意料中事。 It’s what tells your employees how to act when circumstances (and customers) go awry, or well beyond a training course.它的是什麼告訴您的員工如何採取行動，在情況需要時， （和客戶）去awry ，或遠遠超出一個培訓班。

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His analysis of branding assume more significance in light of Sun’s他分析品牌承擔起更多的意義在輕Sun的 announcement to re-brand its stock ticket to JAVA宣布重新品牌，其股價的入場券華 on NASDAQ. 3:2 。