品牌營銷戰(zhàn)略-外文翻譯

1、0外文翻譯外文翻譯原文原文Title:BrLeadershipMaterialSource:NewYkTheFreePressAuth:AakerDavidABrmanagementistheapplicationofmarketingtechniquestoaspecificproductproductlinebr.Itseekstoincreasetheproduct’sperceivedvaluetothecustomerther

2、ebyincreasebrfranchisebrequity.Marketersseeabrasanimpliedpromisethatthelevelofqualitypeoplehavecometoexpectfromabrwillcontinuewithcompetingproductsmefavable.Itmayalsoenablethemanufacturertogemeftheproduct.Thevalueofthebr

3、isdeterminedbytheamountofprofititgeneratesfthemanufacture.ThiscanresultfromacombinationofincreasedsalesincreasedpricereducedCOGS(costofgoodssold)reducedmeefficientmarketinginvestment.Alloftheseenhancementsmayimprovethepr

4、ofitabilityofabrthus“BrManagers”oftencarrylinemanagementaccountabilityfabr’sP&L(ProfitLoss)profitabilityincontrasttomarketingstaffmanagerroleswhichareallocatedbudgetsfromabovetomanageexecute.InthisregardBrManagementisoft

5、enviewedinganizationsasabroadermestrategicrolethanMarketingalone.Theannuallistofthewld’smostvaluablebrspulishedbyInterbrBusinessWeekindicatesthatthemarketvalueofcompaniesoftenconsistslargelyofbrequity.ResearchbyMcKinsey&

6、Companyaglobalconsultingfirmin2000suggestedthatstrongwellleveragedbrsproducehigherreturnstoshareholdersthanweakernarrowerbrsseriouslyimpactshareholdervaluewhichultimatelymakesbringaCEOresponsibility.Thedisciplineofbrmana

7、gementwasstartedatProcter&GamblePLCasaresultofafamousmemobyNeilHMcElroy.PrinciplesofbrmanagementAgoodbrnameshould:?beprotected(atleastprotectable)uddertrademarklaw.2itsnameTechniquesCompaniessomethingswanttoreducethenumb

8、erofbrsthattheymarket.Thisprocessisknownas“Brrationalization”SomecompaniestendtocreatemebrsansproductvariationswithinabrthaneconomiesofscalewouldindicateSometimestheywillcreateaspecificserviceproductbrfeachmarketthatthey

9、target.Inthecaseofproductbring.thismaybetogainretailshelfspace(reducetheamountofshelfspaceallocatedtocompetingbrs).Acompanymaydecidetorationalizetheirptfolioofbrsfromtimetotimetogainproductionmarketingefficiencytorationa

10、lizeabrptfolioaspartofcpaterestructuring.Arecurringchallengefbrmanagersistobuildaconsistentbrwhilekeepingitsmessagefreshrelevant.Anolderbridentitymaybemisalignedtoaredefinedtargetmarketarestatedcpatevisionstatementrevisi

11、tedmissionstatementvaluesofacompany.Bridentitiesmayalsoloseresonancewiththeirtargetmarketthronghdemographicevolution.Repositioningabr(sometimescalledrebring)maycostsomebrequitycanconfusetheTargetmarketbutideallyabrcanber

12、epositionedwhileretainingexistingbrequityfouleverage.Brientationisadeliberateapproachtowkingwithbrsbothinternallyexternally.Themostimptantdrivingfcebehindthisincreasedinstrongbrsistheacceleratingpaceofglobalization.Thish

13、asresultedinanevertoughercompetitivesituationonmanymarkets.Aproduct’ssuperiityisinitselfnolongersufficienttoguaranteeitssuccess.Thefastpaceoftechnologicaldevelopmenttheincreasedspeedwithwhichimitationstnruuponmarkethaved

14、ramaticallyshtenedproductlifecycles.Theconsequenceisthatproductrelatedcompetitiveadvantagessoonriskbeingtransfmedintocompetitiveprerequisites.Fthisreasonincreasingnumbersofcompaniesarelookingfothermeenduringcompetitiveto

15、olssuchasbrs.Brientationrefersto“thedegreetowhichtheganizationvaluesbrsitspracticesareientedtowardsbuildingbrcapabilities”(Brdson&Evans.2004).ChallengesThereareseveralchallengesassociatedwithsettingobjectivesfacategy.?Br