品牌化的戰(zhàn)略意義【外文翻譯】_第1頁
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1、本科畢業(yè)論文（設(shè)計(jì)）外文翻譯原文：原文：StrategicimplicationsofbringManycompanieshavefgottenthefundamentalpurposeoftheirbrs.Agreatdealofattentionisdevotedtothemarketingactivityitselfwhichinvolvesdesignersgraphicartistspackagingadvertisingag

2、encies.Thisactivitythusbecomesanendinitselfreceivingmostoftheattention.Insodoingwefgetthatitisjustameans.Bringisseenastheexclusiveprerogativeofthemarketingcommunicationsstaff.Thisundervaluestheroleplayedbytheotherpartsof

3、thecompanyinensuringasuccessfulbringpolicybusinessgrowth.Yetthemarketingphasewhichwenowconsiderindispensableistheterminalphaseofaprocessthatinvolvesthecompany’sresourcesallofitsfunctionsfocusingthemononestrategicintent:c

4、reatingadifference.Onlybymobilisingallofitsinternalsourcesofaddedvaluecanacompanysetitselfapartfromitscompetits.WhatdoesbringreallymeanBringmeansmuchmethanjustgivingabrnamesignallingtotheoutsidewldthatsuchaproductservice

5、hasbeenstampedwiththemarkimprintofanganisation.Itrequiresacpatelongterminvolvementahighlevelofresourcesskills.BringconsistsintransfmingtheproductcategyBrsareadirectconsequenceofthestrategyofmarketsegmentationproductdiffe

6、rentiation.Ascompaniesseektobetterfulfiltheexpectationsofspecificcustomerstheyconcentrateonprovidingthelatterconsistentlyrepeatedlywiththeidealcombinationofattributes–bothtangibleintangiblefunctionalhedonisticvisibleinvi

7、sible–underviableeconomicconditionsftheirbusinesses.Companieswanttostamptheirmarkondifferentsectssettheirimprintontheirproducts.Itisnowonderthatthewd‘br’alsoreferstotheactofburningamarkintothefleshofananimalasameanstocla

8、imownershipofit.Thefirsttaskinbranalysisistodefinepreciselyallthatthebrinjectsintotheproduct(service)howthebrtransfmsit:■Whatattributesmaterialise■Whatadvantagesarecreatedpossibletomakeatransparentproductbecomeopaque.The

9、majmineralwaterbrshavebeenabletoexistgrowprosperonlybecausetheyhavemadetheinvisiblevisible.Wecannolongerchooseourwaterhaphazardly:goodhealthpurityareassociatedwithEvianfitnesswithContrexvitalitywithVittel.Thesevariouspos

10、itioningswerejustifiedbytheinvisibledifferencesinwatercontents.Generallyspeakinganythingaddingtothecomplexityofingredientsalsocontributestocreatingdistancevisvistheproduct.InthisrespectCocaColaisdoingtherightthingbykeepi

11、ngitsrecipesecret.WhenanginawastakenoverbyPernodRicarditsconcentratewasremixedintosomethingevenmecomplex.AntoineRiboudthefmerCEOofDanonewldwideexpressedasimilarconcernwhendeclaring:‘ItisnotyoghurtsthatImakebutDanones.Abr

12、isalongtermvision.Thebrshouldhaveitsownspecificpointofviewontheproductcategy.Majbrshavemethanjustaspecificdominatingpositioninthemarket:theyholdcertainpositionswithintheproductcategy.Thispositionconceptionbothenergisethe

13、brfeedthetransfmationsthatareimplementedfmatchingthebr’sproductswithitsideals.Itisthisconceptionthatjustifiesthebr’sexistenceitsreasonfbeingonthemarketprovidesitwithaguidelinefitslifecycle.Howmanybrsarecapabletodayofansw

14、eringthefollowingcrucialquestion:‘Whatwouldthemarketlackifwedidnotexist’Thecompany’sultimategoalisundoubtedlytogenerateprofitjobs.Butbrpurposeissomethingelse.Brstrategyistoooftenmistakenfcompanystrategy.Thelattermostofte

15、nresultsintruismssuchas‘increasecustomersatisfaction’.Specifyingbrpurposeconsistsin(re)definingitsraisond’treitsabsolutenecessity.Thenotionofbrpurposeismissinginmostmarketingtextbooks.Itisarecentideaconveysemergingconcep

16、tionofthebrseenasexertingacreativepowerfulinfluenceonagivenmarket.Ifthereispowerthereisenergy.Naturallyabrdrawsitsstrengthfromthecompany’sfinancialhumanmeansbutitderivesitsenergyfromitsspecificnichevisionideals.Ifitdoesn

17、otfeeldrivenbyanintenseinternalnecessityitwillnotcarrythepotentialfleadership.Theanalyticalnotionofbrimagedoesnotclearlycapturethisdynamicdimensionwhichisdemedbymodernbrmanagement.Thusmanybanksputfwardthefollowingimageof

18、themselves:closetotheirclientsmodernofferinghighperfmingproductscustomerservice.Thesefeaturesareofcourseusefultomarketresearchersingeofmeasuringtheperceptionssentbackbythemarketthelevelofconsumersatisfaction.Butfromwhich

19、dynamicprogrammedotheyemanatewhichvisiondotheyembodyCertainbankshavespecifiedwhattheirpurposeis:fsomeitis‘tochangepeople’srelationshiptomoney’whilefothersitistoremindusthatmoneyisjusta‘meanstowardspersonaldevelopment’.Se

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