關(guān)于品牌價值的外文文獻(xiàn)原文以及翻譯譯文

1、關(guān)于品牌價值的外文文獻(xiàn)原文以及翻譯譯文 關(guān)于品牌價值的外文文獻(xiàn)原文以及翻譯譯文INTERNATIONAL FACTORINGON THE BRAND STRATEGY AND COUNTERMEASURES RESEARCHBy T.BettinaWith economic development and people's living standards, increasing the wealth of material a

2、nd products, business competition from products and services, competition, to a higher stage of the competition between brands. Brand is both a business products and services unique to the mark, to some extent also is a

3、standard and commitment. It is a business permit to enter the market and consumers a bridge between the enterprises are relying on market positioning. Brand strategy and practice of systematic research, only started in t

4、he late 1980s. In 1988, Philip. Morris and Nestle's acquisition of two well-known, so that the brand value of the assets of the market to be officially confirmed, marking the modern era of the brand. Chinese enterpri

5、ses in the theory and practice of brand strategy in recent years has made considerable progress and development, but the West still a big gap compared with developed countries. Promoting the brand strategy will help ente

6、rprises establish an advanced view of the market, and strengthen the awareness of the market. First, the concept of brand strategy-related analysis (A) the definition of brand and constitute The most basic brand is defin

7、ed as one intended to be used to identify (or group) vendor in terms of quality products and services names, terms, mark, symbol or design, or their combination, and intended to be used to distinguish one (or a group) an

8、d its vendor Competitors. Brands include brand names, trademarks and brand logo. Brand, in essence, represents the seller to the buyer on the delivery of the product features, benefits and services, consistent commitment

9、 to the brand is the best guarantee of quality. The brand is divided into 6 levels of meaning: attributes, interests, values, culture, personality, the user. Therefore, the most durable brand is the meaning of their valu

10、es, cultures and personalities, including visual, emotional, the idea that they constitute the essence of the brand. (B) the definition of brand strategy with the aim of Brand Strategy, as its name implies, is the corpor

11、ate brand to create, use and maintenance of the core, in its analysis of conditions and the external environment on the basis of the development of the overall business plan of action. From the practical point of view, i

12、s the choice of brand strategy, packaging, training, promotion and protection of a particular brand, reputation make it step by step and give full play to the effects of brand-name brands and companies to promote their o

13、wn development and growth. The main purpose of the brand strategy is to create high visibility, high credibility, and a larger market share enormous economic benefits. First, high visibility. High-profile corporate produ

14、cts and services to smooth the sale an important factor in business and a great intangible asset. Secondly, the high degree of credibility. A high degree of credibility is a business and all employees and even years of h

15、ard struggle of several generations, well-formed operation of the nibbled away. The right to choose and implement the brand strategy to improve our products and services in the domestic market, step by step into the worl

16、d, with the developed countries of the world famous enterprises match, China's entrepreneurs is incumbent upon the sacred mission. Number of national brand value of the industry (1,000,000 U.S. dollars) Coca-Cola Bev

17、erage 83845 U.S. 1 2 U.S. Microsoft software 56,654 U.S. 3 IBM computer 43781 4 General Electric of the United States diversified 33,520 5 Ford Motor of the United States 33197 6 Disney entertainment of the United States

18、 32,275 7 INTEL U.S. computer 30021 8 McDonald's 26,231 U.S. Food 9 AT & T of the United States Telecom 24181 10 Marlboro 21,048 U.S. tobacco 11 NOKIA Finland Telecom 20694 Mercedes-Benz car 12 Germany 17781 13,

19、Switzerland Nestle Beverage 17595 Hewlett-Packard computer 17132 U.S. 14 15, Guillermo personal belongings of the United States 15,894 16 KODAK image of the United States 14830 17 ERISSION Swedish telecommunications 14,7

20、66 18 SONY Japanese electronics 14231 19 U.S. financial services 12,550 American Stock Exchange 20 TOKYO Japan Automobile 12,310 Table 2-1 World brand value of the top 20 list (Source: http://bsbw.bokee.com/962577.html)

21、You Shangbiao, it is not hard to see that the size of the value of the brand also reflects the brand owner (or group of transnational corporations) in the global enterprise or industry position and competitiveness. China

22、's major cities has been a strong consumer brand awareness of the consumer, small and medium-sized cities and rural markets have gradually enhance brand awareness. Young people to pursue well-known consumer brands to

23、 achieve self-worth, has become a fashion, but they are small in the consumption of foreign brands such as Nestle, McDonald's grow up so as to pursue the development of foreign brands for fashion, which can not have

24、Sighted people for the national brand of domestic concerns. In the Chinese market, foreign brands through joint ventures, wholly or in a variety of ways, such as mergers and acquisitions, to create a successful local bra

25、nds. In contrast, China's opening up, in addition to an earlier, compared with full competition in the industry, such as household appliances, cosmetics, food and beverage industries better than brand development, th

26、e protection of national policy and restrictions on the industry, the real strength of the brand little. If you do not go on this way to strengthen the focus on brand protection, brand promotion of growth in these areas

27、would not be able to enterprises and foreign enterprises to compete, can not be developed. (B) market in China has become the brand competition With the reform and opening up of China's socialist market economy and b