1、毕业论文（设计）外文翻译一、外文原文PREVENTFROMTHEBRANDAGINGTHEFIVEGREATESTSTRATEGIESTHATKEEPALIVETHEFERVOROFYOUTH原文ABSTRACTTHEREAREALARGENUMBEROFBRANDSINGROWTHANDEXPANSION,CERTAINLYMANYBRANDSAGINGANDDIEOUTEVERYDAYSOMEBRANDSEXPERIENCEDSEVERALHUNDREDYEARSSTILLVIBRANT,SOMELIKEAMETEORFLASHACROSSANDQUICKLYFELLHOWEVER,HOW
2、THEBRANDISAGING,ANDHOWTOPREVENTTHEBRANDAGINGSINCE2004,THENEWSTHATCONCERNINGABUSINESSENTERPRISEOFCHANGESMARKTOTURNANGRYFACECONTINUECONTINUOUSLYTHEASTUTEAREAREPLACETO“HC360“FROM“SINOBNET“THENEWSLOGANOFTHESQUAREPOSITIVEGROUP“WORLDATCHANGE,INNOVATIONCONSTANT“APPEARSSEEADVERTISEANDATMOREEARLYPREVIOUS,COC
3、ACOLA,SNOWGREENJADE,BRITISHTELECOMMUNICATIONCOMPANY,MCDONALDS,ASSOCIATIONOFTHOUGHTETCTHEABUSINESSENTERPRISEALSOWASINUSETHENEWIMAGEINSUCCESSIONWHYABRANDOFWANTTOREPLACETOCOSTTHEHUGESUMDISSEMINATIONALREADYALONGTIMEOFMARKINGINVESTIGATEITSREASON,ISTOWANTTOPASSTOREPLACETHEMARKING,WITHTHERENEWALBRANDIMAGE,
4、FOLLOWCLOSEBEHINDTHECURRENTOFTIME,ALWAYSBRANDYOUTHWHYINTHEOURCOUNTRY,NUMEROUSBRANDSALLBELIKETHEMETEORSORTBRIEF,DOES“WELLKNOWNBRAND“ISEACHTOGETCOQUETTISH23YEARSESDIDNOTCARRYONTHEBRANDRENEWAL,CAUSETHEBRANDAGINGISTHESOURCEOFTHEPROBLEMTHEBRANDONLYFOLLOWSCLOSEBEHINDTHERHYTHMOFTHEAGES,THENCANKEEPALIVETHEF
5、ERVOROFYOUTHSO,HOWTHEBRANDISAGINGANDHOWTOPREVENTFROMTHEBRANDAGINGBRANDAGINGOCCURSINEROSIONSTAGEOFTHEBRANDSEQUITYVALUESITEXPERIENCEDBRANDPROMOTIONANDGROWTHSTAGEALSOENJOYEDTHEHUGEPROFITSBYBRANDMATUREBUTITSLOSTWHENMAINTAIN,INNOVATIONUNDESERVEDTHEMOSTOUTSTANDINGBRANDAGINGREPRESENTSISHIGHWELLKNOWNVISIBIL
6、ITYANDLOWAPPROVAL,NAMELYWHENTHISBRANDISMETIONEDTHATEVERYBODYKNOWS,BUTTHEYFORGETITORREMEMBERITBUTDONOTWANGTTOBUYWHENTHEYRESHOPPINGTHEIMMEDIATEHARMTOBUSINESSENTERPRISESBYBRANDAGINGISTHATNOTONLYTHEBRANDOWNERSDONOTLOOKFORMUCHMORENEWCUSTOMERS,BUTALSOTHEYLOSTPARTOFOLDCUSTOMERSANDTHEDEEPERDANGERWHENBRANDIS
7、AGINGISFLAGGINGONCEFORMED,ITISHARDTOREVERSECHANGEINGOFCONSUMERIMPRESSIONWILLFACETHEOBSTACLEOFHIGHVISIBILITY,ANDALMOSTNOBADYWILLBETAKINGTIMETOHAVEAFURTHERUNDERSTANDTOABRANDTHATTHEYALREADYKNOWIFTHEBRANDWITHAHIGHVISIBILITYCANNOTGETTHEMARKETACCEPTANCE,THEYMIGHTBEADUSTBRANDTHESTRATEGIESOFPREVENTBRANDAGIN
8、GSTRATEGYATHENAMERENEWALIFTHEEXISTINGNAMECANTEXPLAINTHECONTENTOFTHEBRAND,THEREWILLBETHENECESSITYTOCARRYONREPLACEANIMPORTANTREASONTHATASSOCIATESENGLISHNAMETOREPLACEWOULDBETHUS,ESPECIALLYALONGWITHDIGITALCAMERA,MP3,CELLULARPHONEOFASSOCIATIONOFTHOUGHTETCTHEBUSINESSISINCREASINGLYSTRONG,INNOVATION,VITALIT
9、Y,MOVEMENTJUSTISTOASSOCIATETHENEWMARKINGWANTBODYNOWOF,ANDTHEASSOCIATIONOFTHOUGHT,THEMINISTRANTASSOCIATIONOFTHOUGHTSTRATEGYFIXEDPOSITIONOFASSOCIATIONOFTHOUGHT,INTERNATIONALIZATIONOFFORMERHIGHTECHNOLOGYALSOWILLBEREUPGRADEDHENCE,THEASSOCIATIONOFTHOUGHTREPLACESORIGINALENGLISHNAME“LEGENDLEGEND“AS“LENOVO“
10、THENEWPRODUCTNAMECOMPAREBODYGOODLYNOWASSOCIATIONOFTHOUGHTTHECONTENTOFTHEBRAND,“LE“INWHICHDRAWSFROMORIGINAL“LEGEND“,INHERITTINGTHEMEANINGOF“LEGEND“,“NOVO“ISALATINPHRASEROOT,REPRESENTTHECREATIVEIDEA“LENOVO“IMPLIEDMEANINGFOR“ASSOCIATECREATIVELY“THELGALSOONCEEXPERIENCESTHENAMETORENEWIN1995,“LUCKY“AND“GO
11、LDSTAR“SCARRIEDOUTTHEBRANDREORGANIZATION,NEWBUSINESSENTERPRISENAMEFROMTWOTHEBRANDINEACHTOOKTHEFIRSTONELETTEROFALPHABETTOCONSTITUTE“LG“,INFORMIMAGETHEMAINFACTORTURNEDASFARASPOSSIBLEANDINBRIEF,THESETWOLETTEROFALPHABETSOF“LG“SWEREINSPITEOFINTHEWHOLEWORLDWHICHEVERNATIONSCANOBTAINACCURATEWITHOUTANYERROR,
12、FASTREMEMBEROFINFORMTHERESULT,STRENGTHENNEDTHEBUSINESSENTERPRISEINTERNATIONALIZATIONMANAGEMENTTOSPREADINTHEIMAGECONSUMEDLYUPOFADVANTAGEBUTCONDUCTTHEREALMTOSEEFROMTHEBUSINESSENTERPRISE,“LUCKY“ISTHEBRANDOFTHECHEMICALENGINEERINGPROFESSIONONLY,“GOLDSTAR“ISTHEBRANDOFTHEELECTRONICSELECTRICAPPLIANCESPRODUC
13、TONLY,BUT“LG“HASALREADYPROMOTEDFORTHEPRONOUNOFTHEBUSINESSENTERPRISEGROUPOFTHEMULTIFIELDMANAGEMENTAFTERNAMERENEW,THEGROUPOFLGCARRIEDONTHELARGESCALEPROMO,PUBLICIZEEINGTHEPAGETOPRINT“SINCETODAY,PLEASECALLMYLG“UPSTRATEGYTWOTHEPRODUCTRENEWALRENEWTHEIMAGEOFTHEBRANDTHROUGHTHERENEWALOFTHEPRODUCTANNOUNCENEWP
14、RODUCTSTHEIMAGECOGNITIONTHATKEEPSTOTHEBRANDWITHTHECHANGECONSUMER,CERTAINLYTHENEWPRODUCTWANTSTHEEXPERIENCEDINDUSTRYINSIDEHAVETHECERTAINTECHNIQUETOLEADSEX,THENEWPRODUCTRELEASESANDHASOFPUT,WANTTOBEINACCORDANCEWITHTHECOREPRINCIPLEOFTHEBRAND,ANDSUBLIMATETOTHEBRANDIMAGETHETREASUREMADEFORALLCHINESEBUSINESS
15、ENTERPRISESMODELTHETREASUREOWNSMORETHAN2500PATENTSINTHEWORLD,7000SCIENTISTSPROVIDETHEJOBIN17PRODUCTSOFWORLDRESEARCHCENTER,THETREASURETHINKSTHAT“PROVIDETHEBETTERANDMORERECENTPRODUCTFORTHECONSUMER“ISBASICREASONTHATITSUCCEEDITIS“BREATHEDSALESMAN“THATTHEPRODUCTPACKINGISCALLED,PASSINGTHEWRAPPINGCHANGE,CA
16、NALSOBRINGTHECHANGEOFTHEBRANDIMAGE,ABRANDOFGLOBALPEPSICOLAWOULDBETOISSAVEATTHELASTMOMENTBYTHEPACKINGRENEWALTHECOCACOLASOMETIMESALSOWILLCARRYONTHERENEWALTOTHEPACKINGINGOODTIME,2002CHINESENEWYEAR,THECOCACOLACOMPANYRELEASEDAPACKINGOFBIGPLASTICSOFA“THECLAYDOLLBLESSINGNEWYEARSDAY“WITHSTRONGNATIVECUISINEI
17、NCHINAPACKTHEBOTTLEUP,ARIGHTNESSOFBOYANDGIRLATTENDANTSOFFAIRIESAREKEEPINGINMINDTOEMBRACETHEBOTTLEOFCOCACOLA,WITHACHARMINGSMILE,NOISYINTHENEWYEARSDAYOFSEEMTOBETHEBENIGNITYONTHEMARKETREFRESHINGSTRATEGYTHREEMARKINGRENEWALTHEMARKINGJUSTISACTUALLYAKINDOFMETHODOFTHEBRANDANDCONSUMERCOMMUNICATIONTHECONSUMER
18、THATISTHEBRANDCLAIMOBJECTCHANGESCONTINUOUSLYOF,IFTHEBRANDCANTCARRYONTHEADJUSTMENTTOTHEMARKINGINGOODTIMEACCORDINGTOTHEVARIETYOFTHECONSUMER,WILLAPPEARTOCOMMUNICATETHEOBSTACLE,FACETHEDANGEROFLOSETHENEWCONSUMERTOTAKESNOWGREENJADEASANEXAMPLEORIGINALSNOWBLUISHGREENSENSEOFVISIONMARKING“THEWATER“STARTUSINGI
19、NTHEWORLDIN1993,ADJUSTINGITASTHEPUREGREENINTHECHINESEMARKETIN2000,ITTOALARGEEXTENTHELPEDTOCOMBINETHEWITNESSSNOWBLUISHGREENBRANDGROWTHINCHINABUTALONGWITHCHANGEOFTIME,THEMODERNFEELINGOFTHEMARKINGNEEDSTOSTRENGTHENHENCE,BLUISHGREENNEWMARKINGOFTHISTIMESNOWINBIGGESTVARIETY,THEBODYNOWBACKGROUNDDESIGNSTOCOM
20、BINEWITHCOLORUPTHESPIRITBUBBLEOFORIGINAL“THEWATER“DESIGNQUILTNEW“S“SHAPEFLOWSTHEDESIGNREPLACE“S“ISTHEFIRSTLETTEROFALPHABETOF“SPRITE“BYLUCK,COMPARINGWITHORIGINALDESIGNTOEVENHAVETHEFLUXIONFEELING,MOREMODERNVOGUE,ALSOMAKINGBLUISHGREENPACKINGOFSNOWMOREREFRESHINGATTHESAMETIME,THENEWMARKINGALSOEXPRESSBLUI
21、SHGREEN“CLEARNESS“CHARACTERISTICSOFSNOWANDITBRINGSFOREVERYONEOFSELFCONFIDENCE,OPTIMISMETCCHARACTERISTICMOREOUTSTANDINGOBVIOUSLY,THEBRANDCHEMICALELEMENTTHATNEWMARKINGDELIVERISANINFORMATIONTHATSNOWGREENJADEISSTRENGTHENNINGITSMARKETSTRATEGY,SNOWGREENJADEWILLCONCENTRATETHEMARKETMARKETINGPOINTTOTHESELFCO
22、NFIDENTANDMODERNCONSUMERBODYRELEASEFORTHESAKEOFTHENEWMARKINGOFMATCH,THECOCACOLACOMPANYINCREASEDSNOWDEVOTIONOFTHEBLUISHGREENBRAND,INCLUDETHEMANUFACTUREANDFASTFIERCEPROMOTIONACTIVITIESOFTHEALLNEWADVERTISEMENTSLICE,ANDSTRENGTHENTOOVERLAYETCTOTHEMEDIUMSMALLCITYMARKETSTRATEGYFOURTHESLOGANRENEWALTHEMCDONA
23、LDSRELEASEDTHEALLNEWBRANDSLOGAN“ILIKE“,ANDWILLUSESEVERALDECADESOFREDMARKINGTOCHANGEBLACK,RECORDEDTHENEWADVERTISEMENTSONGTOCARRYONTHEPUBLICITYWITHBEWILLINGTOVIRTUOUSFIXEDPOSITIONINBECOMEPERSONMUTUALLYDISTINCT,THEMCDONALDSHASBEENBEINGTHEMAINTARGETCROWDWITHTHEKIDANDFAMILY,THEREFOREITSMARKINGWITHSWEETOF
24、YELLOWANDFRESHANDGORGEOUSREDFORLORDBUTNOW,THEMCDONALDSWILLUSESEVERALDECADESOFREDMARKINGADJUSTMENTISABLACK,ANDRELEASETHETHUSCHARACTERISTICSLOGANOF“ILIKE“,REFLECTINGTHESTRATEGICVARIETYOFITSBRANDFROMTHEONTHESIDETHENTHEMCDONALDSMEETINGGREWUPTHEPOINTCONCENTRATIONOFTHEMARKETMARKETINGTHESTILLALTERNATIVEYOU
25、NGGENERATIONCONSUMERBODYMCDONALDSBYTHATTIMEITSLLNEWBRANDIMAGE“ILIKE“,ISTOTAILORTOYOUNGMANSTRATEGYFIVETHEIMAGESPOKESPERSONRENEWALTHEAMERICANRCAISTHECONTRIVEROFTHETELEVISION,HAVINGTHESUCCESSFULHISTORYOF40YEARS80SIN20CENTURIES,COMEFROMJAPANLOOSEBOTTOM,THESONYETCBRAND,TOOKADVANTAGEOFANOPPORTUNITYTOROBTO
26、HAVETHEMARKETWITHTHEIMAGEOFELEGANTEXTERNALAPPEARANCEANDHIGHTECHFEELINGWITHLOOSEBOTTOM,THEJAPANESEBRANDOFETCOFTHESONYCOMPARE,THERCABRANDIMAGEISSERIOUSLYAGING,CURRENTOLDCUSTOMERATONREDUCINGYEARBYYEAR,BUTYOUNGGENERATIONAGAINRAREASKABOUTTHERCAFACESTHELIFEANDDEATHTESTTHERCAHAVEAFOLLOWTOUSEALREADYALONGTIM
27、EOFTHEBRANDIMAGEPUPPYNIPPER,WIDELYPOPULARINRCAOLDCUSTOMER,BUTALONGWITHTHEMIGRATIONOFTIME,THEBRANDIMAGESTARTSTOBEAGING,THEYOUNGMANISBASICALLYUNINTERESTEDITHENCE,THERCADECIDETOBENEWOLDLOOKAFTERBOTHSIDES,LETTHENIPPERDESCENDADOGPUPPY,SPECIALIZEDUSETODEALWITHTHEYOUNGMAN,ALSOTHEIDEAISADVERTISINGTHELIEUTEN
28、ANTGENERALNIPPERANDPUPPIESTOMOLDTWOPERSONINRCAANADVERTISEMENTSLICE,THEHOSTTOESWEARTHESHOEAFTERGETUP,THENIPPERCOMEOVERTHESHOEOBEDIENTLY,BUTTHEPUPPYWOREASHOETOWALKWITHOUTTELLINGANYONE,AFTERADVERTISEMENTCOMEOUT,THEYOUNGMANFOUNDOUTOWNSHADOWINTHEBODYOFPUPPYHENCE,RCAINMAKINGSTRONGERTHEOLDCUSTOMERSFOUNDATI
29、ON,ANDTHENACQUIREDTHEAPPROBATIONOFTHEYOUNGMAN出处CHINAPCBSUPPLIERNETWORK二、翻译文章标题防止品牌老化使品牌保持年轻、灼热的青春的五个最好策略译文摘要】每天都有一大批的品牌在成长、壮大，也有一大批的品牌在老化、消亡；有些品牌历经百年依然生机勃勃，有些品牌就像流星般闪过又迅速滑落。究竟品牌是如何老化的，又要如何让防止品牌老化呢从2004年以来,新闻报道有关于商业企业变化市场使得其愤怒的姿态连续不断精明的地区的替代“SINOBNET”成为慧聪网集团积极的新口号”世界不断变化、创新“在广场出现并看到之类广告。在更早之前,可口可乐、雪碧
30、,英国电信公司,麦当劳、联想等，这些企业也纷纷使用新形象。为什么一个品牌要花费巨额的成本传播更替时候使用已久的标识呢。究其原因,是想通过更换标识,更新品牌形象,紧跟时代潮流,保持品牌的年轻。为什么在我国,众多品牌都像流星一样短暂,做为“知名品牌”再各自领域风骚只得23年未进行品牌的更新,造成品牌品牌衰老是这个问题的来源。品牌只有紧随时代的节奏,才能维持年轻、炙热的青春。那么,品牌是怎么老化的如何防止品牌老化品牌老化发生在品牌资产价值的流失阶段它经历过品牌的推广和成长阶段也享受过由于品牌成熟所带来的巨大利润收益只是由于维护、创新不当而风光不再。品牌老化最突出的表征之一是高知名度和低认可度，即提起
31、这个牌子人人都知道但在买东西时就不记得了或者是记得起，但无购买；中动。品牌老化对企业造成的直接危害是品牌所有者不仅没有能够争取到更多的新顾客还丢掉了一部分老顾客。品牌老化更深层的危机还在于颓势一旦形成就很难逆转。改变消费者对品牌的印象会遇到高知名度的障碍，因为很少有人愿意花时间进一步了解一个他们原本已经很熟悉的品牌。高知名度的品牌如果得不到市场认可，有可能会成为一蹶不振的衰退品牌。防止品牌老化的策略策略一名字的更新如果目前的企业名称不能解释品牌的内容,就会有必要进行一个更换。一个好的方法是联合英文去更替现有企业名称,就像随着数码相机、MP3、手机产品链不断扩大的联想。业务越做越大，创新、活力、
32、运动使得他需要更替一个新的标识去代替原有的。现在的联想,策略定位为服务化的联想，走在国际前端高新技术也将再保险升级。因此,联想更换原来的英文名称“LEGEND”取名“LENOVO“这个新名称的单词比较良好地包涵了现在联想的品牌内容。“LE”品牌,取自最初的“LEGEND”,秉承“LEGEND”的意义、“新生”是一个拉丁词根,代表着创意。”LENOVO”寓意为“联想”。LG也同样经历了企业名称的更新。1995年,“LUCKY”与“GOLDSTAR“的品牌重组的发生，新的企业名称从两个品牌取第一个字母组成字母“LG”。表达企业形象的主要因素尽可能的合理化和简单化,这两个字母“LG“不管在世界上任何
33、国家都能获得正确的没有任何错误的解释,快速记得并告知结果,加强企业国际化经营传播的肖像上的大优势。但进行这个领域可以从企业中看到,“LUCKY”生产品牌的化工专业方面的产品,”GOLDSTAR“生产品牌电子电器产品,只是,但“LG”已升级为多领域管理的企业集团的代名词。企业名称更新后，LG继续大规模的宣传,宣传横幅印有”从今天起,请叫我LG“。策略二产品更新更新品牌形象通过产品的更新。发布新的产品形象认知是靠品牌改变消费者,当然新产品要在行业内具有一定的技术领导性,新产品的发布并投入市场,需要依照品牌的核心原则,并升华品牌的形象。THETREASURE完全适用所有中国企业模型。THETREAS
34、URE在全世界拥有超过2500专利,7000科学家在17个世界级的产品研究中心为其工作,THETREASURE认为“提供更好、更贴近用户的产品”的基本原则使其成功。产品包装被称为“无声的推销员”。通过包装的改变,也能带来品牌的改变,全球化品牌百事可乐会在企业生存最后一刻对产品包装的更新使其存活。可口可乐有时也会在适当时刻进行产品包装的更新,2002年的中国春节,可口可乐公司发布了一份包涵浓重的国家特设的包装“泥娃娃共祝新年”。包装上，一对精灵般的男、女孩服务员拥抱瓶装可口可乐，迷人的微笑,比起往年市场上吵杂的新年感觉令人耳目一新。战略三标记更新标识实际上只是的一种品牌和消费者沟通的方法。消费者
35、才是品牌不断追求形象变化的原因。如果品牌无法根据各种各样的消费者调整好标识,将会出现沟通障碍,面临失去新的消费者的危险。采取雪碧为例，原始的雪碧带蓝绿色的视觉标识“THEWATER”在1993年在全世界使用,而在2000年对在中国市场上的雪碧调整为纯绿色。在很大程度上有助于见证雪碧带青绿色的品牌成长的足迹,但随着时候的改变,更现代化的感官使得标识必须加强。因此,青绿色新标志雪碧在这个时期的最大的变化,主题背景设计着色包涵了原始的“THEWATER”的气泡设计被新”S”流设计取代。”S”是“SPRITE”的第一个字母幸免改变,与原设计比较，更为流动的感觉,更现代的时尚性,使得青绿色包装的雪碧更加
36、的清新。与此同时,新标志也表达青绿色雪碧“晶晶亮”的特点,它为大家带来的自信,乐观等。特征更为突出。很明显,品牌的化学元素般变化的新标志是雪碧增强其市场策略的一个信息。雪碧将集中市场营销点于自信、现代化的消费群体目标。为了使新标识更快的令人接受,可口可乐公司全新投入青绿色的雪碧品牌,包括生产并更新新广告片的迅猛推广活动,加强覆盖中小城市等市场。策略四口号更新麦当劳发布了全新德品牌口号“我就喜欢”,将使用了几十年的红色标识改变为黑色,并发布新的广告歌进行辅助宣传。乐意以良性定位于不同的消费者,麦当劳一直将主要目标定位于孩子和他们的家庭,所以它的标识和甜美的黄色而鲜艳的红色为主体，但是现在,麦当劳
37、将使用几十年的红黄色标识调整为黑色,并释放这样一个特色口号“我就喜欢”,从侧面反映了品牌的不同战略当时麦当劳会议决定了集中市场营销于正在成长的年轻一代消费者群体是麦当劳的时候啦。它的全新的品牌口号“我就喜欢”,是完全适用于年轻人的。战略的五更新形象代言人美国RCA公司是电视机产业的创造者，拥有40年的成功历史。在20世纪80年代,来自日本松下,索尼等品牌,因其精美外观和高科技感觉在寻找到机会后迅速抢占了市场。、与松下、索尼等日本品牌相比,RCA品牌形象严重老化,当前的老客户在逐年减少,但年轻的一代稀薄询问，RCA公司面临生死存亡的考验。RCA公司有一个使用已久的品牌形象PUPPYNIPPER广泛流行于RCA老客户,但随着时代的变迁,品牌形象开始老化,年轻人对此基本不感兴趣。因此,RCA决定兼顾新老客户,让NIPPER延续小狗形象,专门是用来对付这些年轻人,当然这个想法是以航空中和小狗2个形象做广告，在RCA公司的新广告片里,主人穿好袜子起床,小狗顺从地叼来了鞋子,但这只小狗叼了鞋来走了,期间广告内没任何一句话,当广告结尾,年轻的男人发现自己的影子倒映在小狗身上。因此,RCA在加强老客户信任度的基础上,也或得了年轻人的认同。出处CHINAPCBSUPPLIERNETWORK
