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1、0外文翻譯原文Title:BrBuildingTowardsSocialValues:AssociatingtoPublicBrMaterialSource:ChinajournalAuth:GUZMN1.1Then:BringThecentralconcernofbrbuildingliteratureexperiencedadramaticshiftinthelastdecade.Bringtheroleofbrsastraditi
2、onallyunderstoodweresubjecttoconstantreviewredefinition.Atraditionaldefinitionofabrwas:“thenameassociatedwithonemeitemsintheproductlinethatisusedtoidentifythesourceofacteroftheitem(s)”(Kotler2000).TheAmericanMarketingAss
3、ociation(AMA)definitionofabris“anametermsignsymboldesignacombinationofthemintendedtoidentifythegoodsservicesofonesellergroupofsellerstodifferentiatethemfromthoseofcompetits”.WithinthisviewasKeller(2003)says“technicallysp
4、eakingthenwheneveramarketercreatesanewnamelogosymbolfanewproductheshehascreatedabr”.Herecognizeshoweverthatbrstodayaremuchmethanthat.Ascanbeseenaccdingtothesedefinitionsbrshadasimpleclearfunctionasidentifiers.AakerJoachi
5、msthaler(2000)mentionthatwithinthetraditionalbringmodelthegoalwastobuildbrimageatacticalelementthatdrivesshttermresults.Kapferer(1997)mentionedthat“thebrisasigntherefeexternalwhosefunctionistodisclosethehiddenqualitiesof
6、theproductwhichareinaccessibletocontact”.Thebrservedtoidentifyproducttodistinguishitfromthecompetition.“Thechallengetodayistocreateastrongdistinctiveimage”(KohliThak1997).1.2Now:BrBuildingModelsBrsaccdingtoKapferer(1997)
7、serveeightfunctionsshowninTable1.1:thefirsttwoaremechanicalconcerntheessenceofthebr:“tofunctionasarecognizedsymbolindertofacilitatechoicetogaintime”thenextthreearefreducingtheperceivedriskthefinalthreeconcernthepleasures
8、ideofabr.Headdsthatbrsperfmaneconomicfunctioninthemindofthe2ientationfocusesondevelopingbrsinameactivedeliberatemannerstartingwiththebridentityasastrategicplatfm.Itcanbesaidthatasaconsequenceofthisientationthebrbecomesan
9、“unconditionalresponsetocustomerneedswants”.Thisshouldbehoweverconsideredcarefullygiventhat“whatisdemedbycustomersatanygivenmomentisnotnecessarilythesameasthatwhichwillstrengthenthebrasastrategicresource”.Followingthisre
10、asoning“thewantsanneedsofcustomersarenotignedbuttheyarenotallowedtounilaterallysteerthedevelopmentofthebrdetermineitsidentity”.Urde(2003)mentionsthatthebrbuildingprocessistwopart:internalexternal.Hedefinestheinternalproc
11、essasthatusedprimarilytodescribetherelationshipbetweentheganizationthebrwiththeinternalobjectivebeingftheganizationtoliveitsbrs.Converselytheexternalprocessisthatconcernedwithrelationsbetweenthebrthecustomerwiththeextern
12、alobjectiveofcreatingvaluefmingrelationshipswiththecustomer.1.2.2BrLeadershipAakerJoachimsthaler(2000)leavebehindthetraditionalbringmodelintroducethebrleadershipmodel“whichemphasizesstrategyaswellastactics”.Inthismodelth
13、ebrmanagementprocessacquiresdifferentacteristics:astrategicvisionaryperspectivethebrmanagerishigherintheganizationhasalongertimejobhizonisastrategistaswellascommunicationsteamleaderbuildingbrequitiesdevelopingbrequitymea
14、suresistheobjectivebrstructuresarecomplexasthefocusisonmultiplebrsmultipleproductsmultiplemarkets.Inshtbridentitycreatingbrvaluebecomethedriversofstrategy.TheyarguethattherearefourchallengessummarizedinFigure1.2thatmustb
15、eaddressed:Figure1.2BrLeadershipTasksBrBuildingProgramsAccessingmultiplemediaAchievingbrillianceIntegratingthecommunicationMeasuringtheresultsBrLeadershipBrIdentityPositionAspirationalimagePositioningthebrganizationalStr
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