品牌建設(shè)與社會價值觀關(guān)聯(lián)到公共品牌-外文翻譯

1、0外文翻譯原文Title:BrBuildingTowardsSocialValues:AssociatingtoPublicBrMaterialSource:ChinajournalAuth:GUZMN1.1Then:BringThecentralconcernofbrbuildingliteratureexperiencedadramaticshiftinthelastdecade.Bringtheroleofbrsastraditi

2、onallyunderstoodweresubjecttoconstantreviewredefinition.Atraditionaldefinitionofabrwas:“thenameassociatedwithonemeitemsintheproductlinethatisusedtoidentifythesourceofacteroftheitem(s)”(Kotler2000).TheAmericanMarketingAss

3、ociation(AMA)definitionofabris“anametermsignsymboldesignacombinationofthemintendedtoidentifythegoodsservicesofonesellergroupofsellerstodifferentiatethemfromthoseofcompetits”.WithinthisviewasKeller(2003)says“technicallysp

4、eakingthenwheneveramarketercreatesanewnamelogosymbolfanewproductheshehascreatedabr”.Herecognizeshoweverthatbrstodayaremuchmethanthat.Ascanbeseenaccdingtothesedefinitionsbrshadasimpleclearfunctionasidentifiers.AakerJoachi

5、msthaler(2000)mentionthatwithinthetraditionalbringmodelthegoalwastobuildbrimageatacticalelementthatdrivesshttermresults.Kapferer(1997)mentionedthat“thebrisasigntherefeexternalwhosefunctionistodisclosethehiddenqualitiesof

6、theproductwhichareinaccessibletocontact”.Thebrservedtoidentifyproducttodistinguishitfromthecompetition.“Thechallengetodayistocreateastrongdistinctiveimage”(KohliThak1997).1.2Now:BrBuildingModelsBrsaccdingtoKapferer(1997)

7、serveeightfunctionsshowninTable1.1:thefirsttwoaremechanicalconcerntheessenceofthebr:“tofunctionasarecognizedsymbolindertofacilitatechoicetogaintime”thenextthreearefreducingtheperceivedriskthefinalthreeconcernthepleasures

8、ideofabr.Headdsthatbrsperfmaneconomicfunctioninthemindofthe2ientationfocusesondevelopingbrsinameactivedeliberatemannerstartingwiththebridentityasastrategicplatfm.Itcanbesaidthatasaconsequenceofthisientationthebrbecomesan

9、“unconditionalresponsetocustomerneedswants”.Thisshouldbehoweverconsideredcarefullygiventhat“whatisdemedbycustomersatanygivenmomentisnotnecessarilythesameasthatwhichwillstrengthenthebrasastrategicresource”.Followingthisre

10、asoning“thewantsanneedsofcustomersarenotignedbuttheyarenotallowedtounilaterallysteerthedevelopmentofthebrdetermineitsidentity”.Urde(2003)mentionsthatthebrbuildingprocessistwopart:internalexternal.Hedefinestheinternalproc

11、essasthatusedprimarilytodescribetherelationshipbetweentheganizationthebrwiththeinternalobjectivebeingftheganizationtoliveitsbrs.Converselytheexternalprocessisthatconcernedwithrelationsbetweenthebrthecustomerwiththeextern

12、alobjectiveofcreatingvaluefmingrelationshipswiththecustomer.1.2.2BrLeadershipAakerJoachimsthaler(2000)leavebehindthetraditionalbringmodelintroducethebrleadershipmodel“whichemphasizesstrategyaswellastactics”.Inthismodelth

13、ebrmanagementprocessacquiresdifferentacteristics:astrategicvisionaryperspectivethebrmanagerishigherintheganizationhasalongertimejobhizonisastrategistaswellascommunicationsteamleaderbuildingbrequitiesdevelopingbrequitymea

14、suresistheobjectivebrstructuresarecomplexasthefocusisonmultiplebrsmultipleproductsmultiplemarkets.Inshtbridentitycreatingbrvaluebecomethedriversofstrategy.TheyarguethattherearefourchallengessummarizedinFigure1.2thatmustb

15、eaddressed:Figure1.2BrLeadershipTasksBrBuildingProgramsAccessingmultiplemediaAchievingbrillianceIntegratingthecommunicationMeasuringtheresultsBrLeadershipBrIdentityPositionAspirationalimagePositioningthebrganizationalStr