品牌與文化外文翻譯

1、<p>　　畢業(yè)論文（設(shè)計）外文翻譯</p><p>　　題　　目：　淺談企業(yè)的品牌文化建設(shè)　　　　　　　　　　　　　　　　　　　　　　　　</p><p><b>　　一、外文原文</b></p><p>　　標(biāo)題：Brand and Culture</p><p>　　原文：This is the firs

2、t paper in a series of papers presenting a new model of branding, one which draws upon the anthropological concept of culture. It replaces the old model of a separate and controllable external brand image—an image create

3、d to speak to consumers on behalf of a company. In the new model, a company’s true values replace the external brand image. We call this new model Brand Culture.</p><p>　　Not that we’re looking for a proprie

4、tary term we can put a little after and “monetize” or anything. Actually, we developed this model while trying to solve our clients’ problems and, at the same time, while trying to figure out where this branding thing wa

5、s going next. The theory of Brand Culture was partly informed by Douglas Aitkin’s groundbreaking book, The Culling of Brands, which was one of the ?rst books to apply anthropological theory in understanding how certain b

6、rands work—speci?cally “</p><p>　　Brand can promote the growth of the enterprise.In the new economical time, marketing of the biggest problems is how to establish and manage an enterprise's brand. Whoev

7、er has a strong brand, the competition will have the capital. In the future marketing is the brand name of the war . Corporate brand from unknown to develop into a famous brand's success is a small to large process,

8、and the enterprise is the growth of the life corresponding brand strategy and the focus has different characteristi</p><p>　　Brands occupy an increasingly prominent place in the managerial mind as well

9、as the cultural landscape. Recent research has shown that brands are interpreted or read in multiple ways, prompting an important and illuminating reconsideration of how branding "works," and shifting attention

10、 from brand producers toward consumer response to understand how branding interacts with consumers to create meaning. Largely missing from these insights, however, is an awareness of basic cultural processes that </p&

11、gt;<p>　　Brand in the eyes of customers and products is a sign that represents product quality, characteristics, represent enterprises operating characteristics, quality management requirements. Customers through

12、brand can be very easy to identify and access the information, Access to information means that the costs of customer acquisition cost decreased. And the customer familiar with the brand or higher brand visibility, and a

13、lso allows customers to purchase coefficient decreased risk perception. Thes</p><p>　　A brand in order to be relevant to consumers and sustainable over time must operate much like a culture. A company must d

14、evelop an ethos and a worldview that it absolutely believes in and then should act in accordance with it. Everything the company does - every product or service it offers, every public statement, advertisement, website,

15、internal policy, memo and business decisions it makes must be congruent with that ethos and worldview.</p><p>　　If the brand truly represents an ethos and worldview which are attractive to consumers they wil

16、l embrace the brand as part of their own identity. They will join the brand culture and participate in that culture as a way of expressing to the rest of the world who they are and what they believe in.</p><p&

17、gt;　　An Apple iPod stands for a courageous, inventive, rebellious and audacious approach to life that make every iPod user proud and give a badge of identity. It stands for the Apple way of doing things. Harley Davidson

18、has created a rich body of meaning and embodied that meaning in a system of symbols and actions. This is the Harley Davidson brand culture - belief, passion, excitement, commitment etc.</p><p>　　When consume

19、r connects to a brand that aligns with their most deeply held beliefs and sense of identity they are essentially both pulling that brand into their own world and entering the world of that brand. The vital thing for any

20、organization is to create this world for its consumers. The value of brand culture comes out when companies give its consumers something to believe in.</p><p>　　Branding is usually associated with expensive

21、advertising campaigns that draw a rosy picture of a given company. A picture that customers cannot always recognize when dealing with the company in real life.</p><p>　　At Brand culture we introduce a more s

22、ustainable way of branding. We believe that for a brand to be credible and profitable in the long run, there must be consistency and authenticity in every contact interface – from advertising to store decoration, employe

23、e behavior as well as product quality. That’s why we help companies identify and remove the gap between what they communicate and what their customers really experience.</p><p>　　The key to successful brandi

24、ng lies in building a company culture where every employee feels and acts like a passionate brand ambassadors. We have created processes that help companies involve their employees in the brand building process. </p&g

25、t;<p>　　The process of globalization is demolishing the physical boundaries of the markets and fuelling competition. Now brands, result-oriented strategies and efficient customer relationship management play impor

26、tant role in achieving an edge over competitors.</p><p>　　The charisma of brands cannot be undermined. Some of the brands have become, more or less, generic names. These include Fridge, Xerox, Insta, Dalda,

27、Surf and Lifebouy. People use these brand names whenever they wish to refer to the actual product even if it carries a different name. The word Fridge has become a synonymous for refrigerator, Xerox for photocopy, Insta

28、for cellular phone, Dalda for vanaspati ghee, Surf for washing powder and Lifebouy for carbolic soap.</p><p>　　The brand names assure the users of certain quality standards and consistency of quality. At the

29、 same time brand loyalty generates repeated sales for the brand owners. The confidence level is often to the extent that consumers even do not know the name of manufacturer or the country where these products have been m

30、anufactured.</p><p>　　Pakistan cannot remain immune to the process of globalization. While it has to open the domestic market for the overseas suppliers, Pakistani manufacturers not only have to face the com

31、petition in the local market but also compete in the international markets. The biggest challenge is for textiles and clothing sector which has been surviving due to quota regime. Some of the Pakistani brands from the se

32、ctor of Bonanza and ChenOne have become known in global markets and many more names are passing</p><p>　　Exploring the influence of branding in various industries is very interesting story. While most of the

33、 marketeers accept the importance of brands in case of consumables and durables, even agricultural inputs are being sold with brand names. The two examples are Engro and Kissan urea. As a majority equity participant in F

34、FC-Jordan, Fauji Fertilizer preferred to use Kissan name due to its widespread brand loyalty.</p><p>　　In the consumer market the strength of brand names like Surf, Dalda, Robin Blue are the stalwarts. In ur

35、ban areas and in case of brand-loyal customers the insistence of a consumer to buy a product is understandable. However, in rural areas where people cannot read names, they identify the products by logos. Some of these b

36、rands are often considered as generic names. This kind of brand loyalty or association has been developed due to extensive and intensive promotion by the companies. The impact </p><p>　　As regards consumer d

37、urables, some of the brand names have been imprinted in the memories of users. These are Philips, IBM, Intel, Sony and Waves. Consumers consider these names as industry bench mark. Interestingly, Intel was initially a mi

38、croprocessor manufacturing company but the name Intel was, and still, considered to be the bench mark for evaluating the performance of a computer. The other interesting example is Sony. They are the pioneer of flat scre

39、en technology. Wega is their flat scree</p><p>　　TeeJays was a pioneer of branding in ready made garments. While it has not been able to get wide recognition at local and domestic level, some other manufactu

40、rers have attained such recognition. Two such names are Bonanza and ChenOne. While Bonanza became known due to its massive marketing and promotion, ChenOne has become a pick of those who love to buy world known brands. T

41、he manufacturers of ChenOne based their marketing strategy on four Ps, product, price, promotion and placement.</p><p>　　They realized the importance of product and produced items which were, in way, inferio

42、r to the some of the world leading brands. They also priced the products accordingly and used massive advertising to let the buyers know about the products. However, they were very choosy about placement. They decided to

43、 sell the product from their own outlets which are located in the areas where the residents have the corresponding purchasing power. Lately the ChenOne products have been made available in the M</p><p>　　Bra

44、nding today must be a company -wide initiative based on core values. A company’s performance in the marketplace usually starts with the internal dynamics of the company. And if a brand sprouts from an internal truth rath

45、er than a manufactured image, then the brand starts here as well—on the inside of a company.</p><p>　　Executive leadership must realize that branding is no longer the province of the marketing department. Co

46、mpanies must build a brand culture that is rooted in the heart of the organization and radiates outward as a natural set of actions based on a common ethos and worldview. This brand culture will not only unite employees

47、 in a common purpose and vision, it will also attract consumers and engage them in a deep and meaningful relationship that transcends the traditional marketing goals of brand </p><p>　　出處：Spenser E. Ante. Br

48、and and Culture:Business Week[J].2009,9(28),PP.56-67</p><p><b>　　二、翻譯文章</b></p><p><b>　　標(biāo)題：品牌與文化</b></p><p>　　譯文：這是一個系列文章的第一篇介紹一種品牌的新模式，這種新模型利用了文化人類學(xué)。它取代了一個獨

49、立的，可控的建立了代表公司與消費者交流的外部品牌形象的舊模式。在新模式下，一個公司的真正價值取代了外部品牌形象。我們稱這種新模式為品牌文化。 </p><p>　　這并不是說我們正在尋找一個專有術(shù)語，我們可以在這之后放一點東西和“貨幣化”或是任何東西。事實上，我們開發(fā)這種模式是為了試圖解決我們客戶的問題，同時，試圖找出這個品牌的的發(fā)展?jié)摿?。在道格拉斯阿特金開創(chuàng)性的著作中提到了一部分品牌文化的理論，對于宗教品牌，這

50、是最早的書籍之一，適用于人類學(xué)理論來理解某些品牌是如何工作的，特別是“宗教”品牌。宗教，顧名思義，是經(jīng)歷了由少數(shù)人，每個人的文化經(jīng)驗，每個品牌都有發(fā)展成為品牌文化的潛力。我們對品牌文化的概念已經(jīng)在一些研究消費者使用品牌的方法的真正聰明的人類學(xué)家中的最近的著作中被提到并證實了。并且，我們愛解讀真正聰明的人類學(xué)家。 </p><p>　　品牌能促進(jìn)企業(yè)的成長。</p><p>　　新經(jīng)濟(jì)時代的

51、企業(yè)營銷面臨的最主要問題是如何建立和管理企業(yè)的品牌。誰擁有強(qiáng)有力的品牌，誰就擁有了競爭的資本。未來的營銷是品牌的戰(zhàn)爭。企業(yè)的品牌從默默無聞發(fā)展成為一個著名的成功品牌，是一個從小到大的過程，是和企業(yè)成長的生命周期密切相關(guān)的。企業(yè)處在不同的成長階段，面臨的經(jīng)營環(huán)境、經(jīng)營戰(zhàn)略重點各不相同，相應(yīng)的品牌戰(zhàn)略的重點和特色也有所不同。</p><p>　　品牌在管理思想中占據(jù)了一個日益突出的地位，就好像文化景觀。最近的研究表明

52、，品牌以多種方式被解釋或閱讀，形成一個品牌是如何產(chǎn)生效用的重要和鮮明的再認(rèn)識，并正將注意力從生產(chǎn)者向消費者轉(zhuǎn)移來回答了解品牌與消費者是如何相互作用，以創(chuàng)造意義。文化發(fā)展過程會影響當(dāng)代的品牌這是一個最基本的認(rèn)識，包括歷史背景，倫理問題，和消費者反應(yīng)。無論是管理者還是消費者都不能完全控制品牌發(fā)展過程。文化符號限制了品牌產(chǎn)生意義的工作。品牌文化在文化領(lǐng)域中穩(wěn)固地取代了品牌，看品牌塑造過程的復(fù)雜基礎(chǔ)。</p><p>　

53、　作為企業(yè)聲譽與信息的組合體，品牌是企業(yè)及其產(chǎn)品所包含的技術(shù)、質(zhì)量、功能、文化、市場地位等引發(fā)形成的信息系統(tǒng)，是企業(yè)及其產(chǎn)品識別的符號系統(tǒng)。品牌通過其內(nèi)涵的信息系統(tǒng)及市場對它的反應(yīng)評價，影響市場的行為，產(chǎn)生有利于該企業(yè)的行為偏好，并進(jìn)一步區(qū)別于有形要素的存在，成為企業(yè)的無形資產(chǎn)而發(fā)揮功能，實現(xiàn)其經(jīng)濟(jì)價值，推動企業(yè)的成長。大量中外企業(yè)的實踐證明，品牌是促進(jìn)企業(yè)成長的主要動力，而且品牌對企業(yè)的貢獻(xiàn)隨著企業(yè)的成長日益擴(kuò)大。</p>

54、<p>　　品牌在顧客心目中是企業(yè)和產(chǎn)品的標(biāo)志，代表著產(chǎn)品的品質(zhì)、特色，代表著企業(yè)的經(jīng)營特色、質(zhì)量管理要求等。顧客通過品牌可以非常容易地獲取和辨別有關(guān)的信息，獲取信息成本的下降意味著顧客購買成本的下降。而顧客熟悉的品牌或者知名度較高的品牌，又使顧客的購買風(fēng)險感覺系數(shù)下降。這兩個方面的綜合作用使顧客的購買心理和購買行為形成了對某種品牌產(chǎn)品的選擇偏好，從而擴(kuò)大了產(chǎn)品的銷售。</p><p>　　品牌文化

55、是企業(yè)文化，在這之中，員工對于品牌價值來說是一種生命力。解決內(nèi)部問題，并作出決定，并提供一個外部的客戶品牌體驗。一個內(nèi)部品牌這是我們想要的結(jié)果，內(nèi)部品牌定位或員工參與努力，是通過交流和培訓(xùn)得到提升的。一個品牌，為了能對消費者產(chǎn)生重大作用，并且隨著時間的推移能夠可持續(xù)經(jīng)營，必須更多地和文化結(jié)合。公司必須建立一個覺得值得相信的民族精神和世界觀，然后按照它執(zhí)行。該公司所作的一切，包括提供的每個產(chǎn)品或服務(wù)，每一個公開聲明，廣告，網(wǎng)站，內(nèi)部政策

56、，備忘錄和所做的商業(yè)決策必須和那精神和世界觀保持一致。</p><p>　　如果品牌真正代表了一種民族精神和世界觀有效地吸引了消費者，他們將擁有品牌作為自己身份的一部分。他們將會結(jié)合品牌文化、參與文化作為一種告訴世界他們是誰，什么是他們的信仰的方法。</p><p>　　蘋果公司的iPod代表著一個勇敢的，有創(chuàng)造力，反叛和大膽的生活態(tài)度，使每個iPod用戶感到自豪，并給予了他們一個身份的象

57、征。它代表了蘋果公司的做事方式。哈雷戴維森已經(jīng)創(chuàng)造了一個有意義的富有的身體，并且用一個符號和行動組成的系統(tǒng)來表達(dá)這種意義。這是哈雷戴維森的品牌文化 - 信念，激情，興奮，承諾等。</p><p>　　當(dāng)消費者將一個品牌與自己最深的信仰和身份聯(lián)系在一起的時候，本質(zhì)上，他們已經(jīng)將那個品牌拉入了自己的世界并且加入了那個品牌的世界。對于任何組織來說重要的事情是將這個世界變?yōu)樽约旱南M者。當(dāng)公司給予他們的消費者值得信任的東

58、西時，品牌文化的價值也就體現(xiàn)出來了。</p><p>　　品牌通常讓人聯(lián)想到勾勒著一個公司美好圖畫的昂貴的廣告競爭。一幅當(dāng)顧客在現(xiàn)實生活中與公司進(jìn)行交易時無法識別的圖畫。</p><p>　　在品牌文化中我們引入了品牌更可持續(xù)的方式。我們認(rèn)為，一個品牌在長期運行中要可靠，有利可圖，就必須在每一個接觸界面保持一致性和可靠性：從廣告到店面裝修，員工行為，以及產(chǎn)品質(zhì)量。這就是為什么我們幫助企業(yè)找

59、出并消除他們之間的溝通，以及他們的客戶真正體驗到的差距。</p><p>　　品牌的成功關(guān)鍵在于企業(yè)文化建設(shè)，每一個員工意識到并且扮演著一個充滿激情的品牌大使。我們已經(jīng)創(chuàng)建的進(jìn)程，在品牌建設(shè)過程中幫助了企業(yè)和他們的員工。</p><p>　　全球化的進(jìn)程是消除市場和完全競爭的地理邊界?，F(xiàn)在的品牌，以結(jié)果為導(dǎo)向的戰(zhàn)略和高效的客戶關(guān)系管理在獲得競爭優(yōu)勢中起著重要作用。</p>&

60、lt;p>　　巴基斯坦不能對全球化的進(jìn)程保持免疫。它必須為海外供應(yīng)商打開國內(nèi)市場，巴基斯坦制造商不僅要面對本地市場的競爭，同時也要面對國際市場上的競爭。由于配額體制幸存下來的紡織業(yè)和服裝業(yè)面臨著最大的挑戰(zhàn)。博南扎和城灣部門的一些巴基斯坦品牌已成為全球知名的品牌而且更多的名字正在通過認(rèn)識的過程進(jìn)行傳遞。因此，通過跟隨領(lǐng)導(dǎo)人的步伐，其他制造商也可以讓自己的產(chǎn)品著稱于世。</p><p>　　品牌的魅力不能被削弱

61、。一些品牌，已或多或少的變成了一般的名稱。這些品牌包括弗瑞吉，施樂，英斯達(dá)，達(dá)爾達(dá)，沖浪和來福百。人們使用這些品牌，當(dāng)他們要提到實際的產(chǎn)品時，即使它帶有一個不同的名稱。這個詞冰箱已經(jīng)成為冰箱的代名詞，施樂已成為影印的代名詞，英斯達(dá)已成為移動電話的代名詞，達(dá)爾達(dá)已成為酥油的代名詞，沖浪已成為洗衣機(jī)的代名詞，來福百已成為碳酸香皂的代名詞。</p><p>　　品牌向用戶保證了一定的質(zhì)量標(biāo)準(zhǔn)和質(zhì)量的一致性。同時，品牌的

62、忠誠度為品牌所有者創(chuàng)造了重復(fù)銷售。通常的信任水平的范圍內(nèi)，消費者甚至不知道制造商的名稱或是生產(chǎn)這些產(chǎn)品的國家。</p><p>　　探索品牌在不同行業(yè)的影響力是非常有趣的事。大多數(shù)市場商人都承認(rèn)品牌在消費品和耐用品中的重要性，農(nóng)產(chǎn)品甚至也隨同品牌名稱銷售。Engro和Kissan公司是最好的兩個例子。在約旦多數(shù)的投資者，F(xiàn)auji化肥都傾向于使用Kissan這個名稱，由于其廣泛的品牌忠誠度。</p>

63、<p>　　在消費者市場，像沖浪，達(dá)爾達(dá)，羅賓藍(lán)這樣的品牌強(qiáng)度是很堅固的。在城市地區(qū)和由于品牌忠誠，消費者堅持購買一種產(chǎn)品是可以理解的。然而，在農(nóng)村地區(qū)，那里的人雖然看不懂品牌的名字，但他們通過標(biāo)志來識別產(chǎn)品。這些品牌有些往往被視為通用名稱。這種品牌忠誠或聯(lián)想由于大量和密集的企業(yè)競爭得到了發(fā)展。這種品牌影響力的效果，也可以通過司機(jī)購買潤滑油的習(xí)慣來衡量。現(xiàn)在，他們堅持一個品牌，而不是在無商標(biāo)的潤滑油上妥協(xié)。</p>

64、;<p>　　至于耐用消費品，品牌的名字已經(jīng)被印在了一些用戶的記憶中。就像飛利浦，IBM，英特爾，索尼和波這些品牌。消費者將這些品牌名字作為行業(yè)的標(biāo)竿。有趣的是，英特爾公司最初是一個微處理器制造公司，但英特爾的名字，現(xiàn)在仍然被認(rèn)為是評價一臺計算機(jī)的性能標(biāo)竿。另一個有趣的例子是索尼。他們是平面屏幕技術(shù)的先驅(qū)。貴翔平面屏幕是他們的模型，但是當(dāng)人們?nèi)ベ徺I電視機(jī)時，他們堅持要購買索尼這個品牌，盡管他們的意思是想購買由索尼公司生產(chǎn)的

65、平面屏幕。</p><p>　　TeeJays是現(xiàn)今成功的服裝行業(yè)品牌中的先驅(qū)。雖然它未能在地方和國內(nèi)得到廣泛的認(rèn)同，但是一些制造商已經(jīng)有了這樣的認(rèn)識。比如說博南扎和城灣。博南扎是由于其大量的營銷和促銷手段而知名的，城灣已成為那些愛購買世界知名品牌的人的精選物。城灣的制造商在4PS的基礎(chǔ)上制定營銷戰(zhàn)略，即：產(chǎn)品，價格，促銷和渠道。</p><p>　　他們認(rèn)識到產(chǎn)品的重要性，而且生產(chǎn)方式已

66、經(jīng)不亞于世界上的某些領(lǐng)先的品牌。他們也相應(yīng)的對產(chǎn)品進(jìn)行定價并且使用大量的廣告讓消費者了解他們的產(chǎn)品。然而，他們對渠道非常的挑剔。他們決定將他們的產(chǎn)品從擁有大量購買力的居民居住的地區(qū)銷售出去。最近城灣的產(chǎn)品已在中東市場開始銷售?？偟膩碚f，這已足夠說明除非當(dāng)?shù)刂圃焐掏ㄟ^他們的品牌來建立產(chǎn)品的信譽，否則，他們可能無法在本地市場競爭，也無法保持在全球市場的份額。</p><p>　　現(xiàn)如今，品牌必須是一個全公司的核心價值

67、觀為基礎(chǔ)的精神。一個公司在市場中的表現(xiàn)通常來源于公司的內(nèi)在動力。而且，如果一個品牌是從企業(yè)內(nèi)部而不是制造商形象開始萌芽的，那么這個品牌將從公司內(nèi)部開始發(fā)展。</p><p>　　行政領(lǐng)導(dǎo)必須認(rèn)識到，品牌已不再是營銷部門的領(lǐng)域。公司必須建立一個植根于組織核心的品牌文化，并且將它作為一個共同的精神氣質(zhì)和世界觀傳播到外面。</p><p>　　這種品牌文化，不僅會將員工團(tuán)結(jié)在一個共同的目標(biāo)和視野