关于品牌价值的外文文献原文以及翻译译文.doc
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关于品牌价值的外文文献原文以及翻译译文.doc
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关于品牌价值的外文文献原文以及翻译译文
INTERNATIONALFACTORING
ONTHEBRANDSTRATEGYANDCOUNTERMEASURESRESEARCH
ByT.Bettina
Witheconomicdevelopmentandpeople'slivingstandards,increasingthewealthofmaterialandproducts,businesscompetitionfromproductsandservices,competition,toahigherstageofthecompetitionbetweenbrands.Brandisbothabusinessproductsandservicesuniquetothemark,tosomeextentalsoisastandardandcommitment.Itisabusinesspermittoenterthemarketandconsumersabridgebetweentheenterprisesarerelyingonmarketpositioning.
Brandstrategyandpracticeofsystematicresearch,onlystartedinthelate1980s.In1988,Philip.MorrisandNestle'sacquisitionoftwowell-known,sothatthebrandvalueoftheassetsofthemarkettobeofficiallyconfirmed,markingthemoderneraofthebrand.Chineseenterprisesinthetheoryandpracticeofbrandstrategyinrecentyearshasmadeconsiderableprogressanddevelopment,buttheWeststillabiggapcomparedwithdevelopedcountries.Promotingthebrandstrategywillhelpenterprisesestablishanadvancedviewofthemarket,andstrengthentheawarenessofthemarket.
First,theconceptofbrandstrategy-relatedanalysis
(A)thedefinitionofbrandandconstitute
Themostbasicbrandisdefinedasoneintendedtobeusedtoidentify(orgroup)vendorintermsofqualityproductsandservicesnames,terms,mark,symbolordesign,ortheircombination,andintendedtobeusedtodistinguishone(oragroup)anditsvendorCompetitors.Brandsincludebrandnames,trademarksandbrandlogo.Brand,inessence,representsthesellertothebuyeronthedeliveryoftheproductfeatures,benefitsandservices,consistentcommitmenttothebrandisthebestguaranteeofquality.
Thebrandisdividedinto6levelsofmeaning:
attributes,interests,values,culture,personality,theuser.Therefore,themostdurablebrandisthemeaningoftheirvalues,culturesandpersonalities,includingvisual,emotional,theideathattheyconstitutetheessenceofthebrand.
(B)thedefinitionofbrandstrategywiththeaimofBrandStrategy,asitsnameimplies,isthecorporatebrandtocreate,useandmaintenanceofthecore,initsanalysisofconditionsandtheexternalenvironmentonthebasisofthedevelopmentoftheoverallbusinessplanofaction.Fromthepracticalpointofview,isthechoiceofbrandstrategy,packaging,training,promotionandprotectionofaparticularbrand,reputationmakeitstepbystepandgivefullplaytotheeffectsofbrand-namebrandsandcompaniestopromotetheirowndevelopmentandgrowth.
Themainpurposeofthebrandstrategyistocreatehighvisibility,highcredibility,andalargermarketshareenormouseconomicbenefits.
First,highvisibility.High-profilecorporateproductsandservicestosmooththesaleanimportantfactorinbusinessandagreatintangibleasset.
Secondly,thehighdegreeofcredibility.Ahighdegreeofcredibilityisabusinessandallemployeesandevenyearsofhardstruggleofseveralgenerations,well-formedoperationoftheenterprisesandproductsinthemarketagoodimpressiononthemindsofconsumers.Totheconsumer,thehighdegreeofcredibilitymeansthatthequalityofhigh-techcontentandagoodlevelofservice;cooperationofenterprisesandbanks,financing,ahigherdegreeofredibilitymeansthatreliableandtrustworthy.Inamarketeconomy,onlyaboutreputation,businesscanbethemainmarketrecognitioncanbelong-termdevelopment.
Thirdly,alargermarketshare.Marketsharefromthemarketcoverageandmarketsharebothtoconsider.Corporatebrandthroughtheimplementationofthestrategy,toincreasebrandawareness,reputation,businessproductsandservicestoincreasemarketshare,whichisgoodbusinesstoensureeffective.
Fourth,thehugeeconomicbenefits.Thesuccessofthebrandstrategycanmaketheproductmoreofthesalesmarket,butalsointhemarketthansimilarproductsofahighersaleprice.Asaresult,brand-nameproductsandgoodservicestoachievesignificantsalesandhigherprofitsforcompaniesbringinhugecommercialprofits.
Wecanseethatthebrandstrategyistoexpandthedirectpurposeoftheenterpriseproductsandservicesinthemarket,soastoincreasemarketshareandachievedgreateconomicbenefits.Inthelongrun,thebrandstrategyistoachievethebrandandgrowthebusinessandsustainabledevelopment.
Second,China'senterprisesoftheimportanceofbrandstrategy
Sincethereformandopeningup,China'seconomyhasexperiencedsustainedgrowthfordecades.Withtheeconomyexpandingandopeningup,China'sdomesticmarkethasbeenintheinternationalmarkethasbecomeanimportantcomponentofChina'senterprisestoparticipateininternationalcompetitionmeansgreatchangesha
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