品牌策略-外文翻譯

1、0外文翻譯原文Title:BrStrategyMaterialSource:MarketingManagementAuth:Philip.KotlerStingoutaamassivechusofcompetitsisachallengefanycompanyintoday’sbusinessclimate.WantevidenceLookatanymagazineTVshowsurftheInter.Thenumberofoffers

2、salespitchesonereceivesonadailybasisissimplystaggeringincreasinglyineffective.It’snowonderthenwhybusinessesareseekingnewmeeffectivewaysofincreasingtheinfluenceoftheirbrstrategyinthemarketplace.Astrongbrstrategycanincreas

3、etheawarenessofacompanyitsofferingsinsuchawaythatestablishesstrongfeelingsreactionsafavableviewtowardsthecompanyasawhole.Tocreatethisstof“brawareness”inyourmarketittakesskillfulBrStrategyknowhow.Successfullyoutbringyourc

4、ompetitsisacontinuousbattleftheheartsmindsofyourcustomers.Thepropositionyourbrstrategymakesmustbeverycompellingattractiveuniqueamongcompetitiveofferings.Thepropositionmustalsobeconsistentlyreinfcedthroughoutallphasesofan

5、ganizationfromseniexecutivestocustomerserviceresearchdevelopmentbusinessdevelopmentevenyourbusinesspartners.Whatentailsacomprehensiveeffective“BrStrategyprocess”That’samuchlongeranswerthanwhatwehavespacefhereplusitvaries

6、fromindustrytoindustrybutherearesomeverybasicguidelinesaboutwhatmakesagoodBrStrategy.BrStrategy—what’sthebigdealBrStrategyisnothingnew.Yettheexpectationsconsumershavefaproductservicetheybuyisstrongerthanit’severbeen.This

7、iswhycompaniesinterestedinlongtermsuccessmustcreatethemostpromisingtargetedbrexperiencepossible.Whetheryouknowitnotyoualreadyhaveabryourcustomersarehavinga“brexperience”whentheyinteractwithyouwhetheritbewithyourproductss

8、ervicesthepeopleinyourcompany.Indertocraftthis“br2Ifit’sonlypossibletodoonebodyofbrresearchdiscoverasmuchaspossibleaboutyourtargetcustomer.Findoutwhotheyarewhattheirneedsdesiresare.Makeityourmissiontogetasdetailedinfmati

9、onaspossibleontheiragegenderincomeshoppinghabits(onlineoff)anythingelseofrelevanceyoucandetermine.Ifyou’retargetingabusinessmarketthesecriteriawilldifferdependingontheindustry.Understingyourtargetmarketwhattheywantiskeyt

10、odevelopingawinningbr.Knowingthesethingsshouldalsogiveyouanideafwhatcommunicationmediumcontentwouldwktoengageyourmarket.Otherresearchyoumightwanttodoisfindoutwhatyourcompetits’offeringsarelike.HowdoyourofferingsstackupWh

11、atcanacustomergetfromyourproductthattheycan’tgetfromanyoneelseFindoutthesethingsyouhavetheseedsfawinningbringstrategynottomentiongreatfodderfanadcampaign.WhatdoesyourbrpromiseThebrstatementoftencalledthebrpromiseproposit

12、ionisaderivativeofbringresearch.Itstatesthebenefitofbuyingusingyourcompany’sproductsservices.Fclothingitcouldbeaboutstylecomft.Facaritcouldbeaboutsafetyreliability.Whateveritisitmustbeclearengagingpresentedinacontextrele

13、vanttothecustomer.OneexampleofaneffectivebrpromiseisthatofBMW’s.It’sstatedrightinthecompany’stagline:TheUltimateDrivingMachine.YourpromiseshouldbegoldenIfyourcompany’sproductsservicedon’tliveuptotheirbrpromisenewcustomer

14、swillbecomelostcustomersloyalcustomersmightleavetoo.Simplyputyourdeliverablewhateverthatismustfollowthroughonthepromise—infactitwouldbebestifitactuallyoverdelivered.YourpromiseshouldbeunexpectedbutwelcomeDon’treusesometh

15、ingacompetithasalreadypromisedevenifitwksfyourproductservicedon’tbevagueintryingtopositionyourcompanyfavablyagainstyourcompetits(suchassayingyou’re“thebestpizzaintown.”).Bespecificbecausespecificisexponentiallymememable.