在競爭市場中建立品牌的概念模型【外文翻譯】_第1頁
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1、畢業(yè)論畢業(yè)論文（文（設(shè)計設(shè)計）外文翻）外文翻譯題目：中小企業(yè)自主品牌建立初探一、外文原文標題標題：Buildingbridentityincompetitivemarkets:aconceptualmodel原文：IntroductionBuildingabrdrivencultureisalifelongcommitmenttoamindsetawayoflifethattakestimeplanningperseverancetha

2、tproducesintangibleoutputswhichincludegreatercustomersatisfactionreducedpricesensitivityfewercustomerdefectionsagreatershareofcustomerswalletsmereferralsahigherpercentageofrepeatbusiness(Knapp2000).Customersvaluetheirrel

3、ationshipswiththeirbredpossessionswithmarketingagentsinstitutionsthatownmanagethebr(Alexeretal.2002).Thebridentityneedstofocusonpointsofdifferentiationthatoffersustainablecompetitiveadvantagetothefirm.Bridentityisbasedon

4、athoughunderstingofthefirmscustomerscompetitsbusinessenvironment.Thebridentityneedstoreflectthebusinessstrategythefirmswillingnesstoinvestintheprogramsneededfthebrtoliveuptoitspromisetocustomers(AakerJoachimsthaler2000).

5、Strongbrsenjoycustomerloyaltythepotentialtogepremiumpricesconsiderablebrpowertosupptnewproductservicelaunches.Companiesneedtohavethoughunderstingofcustomerbeliefsbehavisproductserviceattributescompetits.Thispaperpresents

6、aconceptualframewkinthefmofPCDLmodelfbuildingbrsthatisbasedonliteraturereviewcasestudiesofveryprominentbrsinIndia.Themanagerialimplicationsoftheconceptsemphasizedareexplainedinthediscussionsectioninthepaper.Establishingb

7、ridentityBridentityisauniquesetofbrassociationsimplyingapromisetocompanycanbuildastrongidentitypersonalityfthebr.Abilitytoendowaproductservicecpationwithanemotionalsignificanceoveraboveitsfunctionalvalueisasubstantialsou

8、rceofvaluecreation(Sherrington2003).Thepromiseofvaluemustberelevanttothepeoplebusinessesacompanywantstohaveasitscustomers(Wardetal.1999).Asuccessfulbraimstodevelopahighqualityrelationshipinwhichcustomersfeelasenseofcommi

9、tmentbelongingeventothepointalmostofpassion(ChernatonyMcDonald1998).Thebrpreferenceistheoutcomeoftheemotionalneedsthecustomershave.Emotionalassociationscanstronglydistinguishthebrincustomersmindincomparisontocompetitsoff

10、erings.BringenablestheprocessoftransfmingfunctionalassetsintorelationshipmunicatingthebrmessageAbrneedstocarveavisionofhowthatbrshouldbeperceivedbyitstargetaudience.Thebrpositioninghelpsinpriitizingthefocusofthebridentit

11、yresultantcommunicationthemeswhichenablethecompanytosetfththecommunicationobjectivessuchasthetypeofmessagebrdifferentiationtobeachievedthemesthatappealtothetargetcustomers.Advertisingthatiscreativelyexecutedhelpsthebrtob

12、reaktheclutterbuildstrongimpactinthetargetmarket.Thechallengesfacedbycompaniesinbuildingbrsare:tobenoticedtoberememberedtochangeperceptionstoreinfceattitudestocreatedeepcustomerrelationships(AakerJoachimsthaler2000).Adif

13、ferentiated“ownable”brimagecanbuildanemotionalrationalbridgefromcustomerstoacompanyaproductaservice(Knapp2000).Theintangiblefactsusedinbuildingbrequityinclude“userimagery”“usageimagery”thetypeofpersonalitythebrptraysthef

14、eelingthatthebrtriestoelicitincustomersthetypeofrelationshipitseekstobuildwithitscustomers(Keller2000).Themajchannelsofcommunicationsusedwidelytopositionthebrsinthemindsofconsumersareadvertisingdirectmarketingsalespromot

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