品牌戰(zhàn)略管理-外文翻譯

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時間:2017-08-03

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1、外文翻譯原文StrategicBrandManagementMaterialSource:TheNewStrategicBrandManagementAuthor:Jean-NoelKapfererPartOne:ThenewrulesofbrandmanagementWhatisactuallynewinstrategicbrandmanagement?Sincethe1990scompanieshavebeenwellawarethatbrandsareanasset,andthatconsequentlytheyshou

2、ldalwaysbereinforcedandnurturedbytangibleinnovationsandintangibleaddedvalues.The10keyprinciplesofstrategicbrandmanagementareknown:1.Capitaliseonafewstrategicbrands,whichallconveyabigidea,avision,andaredrivenbythedesiretochangethecustomer’slife.Nobrandshouldbewithout

3、astrongintangiblecomponent.2.Nestallvariantsandsub-brandsunderthesemega-brands,tonurturethem.3.Actasaleaderandbepassionateaboutincreasingthestandardsofthecategory.4.Sustainallbrandsbyaconstantflowofinnovations(product,serviceetc)inlinewiththeirpositioning.5.Createdi

4、recttieswithyourendcustomerstodeepenthelinkandtheattachment,especiallyinmarketswherethetradepushesitstradebrands.Infactthemaincompetitorofmanyaso-calledstrongbrandisnowthetradebrand.6.Deliverpersonalisedservices.7.Rewardcustomers’involvementtomakethembecomeactivepro

5、motersofyourbrand,notsimplyloyalists.Wordofmouthisindeedtherealsignofsuccess:whencustomersbecomeactiveambassadorsbecausetheyfeelpassionateaboutthebrand–asaresultofwhatitdidtothemandthecommunityofvalues.Reichheld(2006)hasshownthattherateofpromotersamongthecustomerbas

6、eisdirectlycorrelatedtothegrowthrateofthecompanyorthebrand.8.Encouragecommunitiesthatshareyourvalues.9.Quicklyglobalisethebrandanditsproducts.810.Beethical:bigisnotbeautifulanymore,andconsumershavebecomecynicalaboutsize.Donotonlyadoptrapidlytheperspectiveofindividua

7、lbenefits,alsotakeintoaccountcollectivebenefits(recyclableproducts,organicingredients,ethicalandsustainabletrade,helpingthepoor,etc).PartTwo:BrandidentityandpositioningAbrandisnotthenameofaproduct.Itisthevisionthatdrivesthecreationofproductsandservicesunderthatname.

8、Thatvision,thekeybeliefofthebrandsanditscorevaluesiscalledidentity.Itdrivesvibrantbrandsabletocreateadvocates,arealcultandloyalty.Modernco

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