1、毕业论文（设计）外文翻译题目中小企业的品牌建设以某企业为例一、外文原文标题MARKETINGMANAGEMENT原文WHATISABRANDTHEAMERICANMARKETINGASSOCIATIONDEFINESABRANDASANAME,TERM,SIGN,SYMBOL,ORDESIGN,ORACOMBINATIONOFTHESE,INTENDEDTOIDENTIFYTHEGOODSORSERVICESOFONESELLERORGROUPOFSELLERSANDTODIFFERENTIATETHEMFROMTHOSEOFCOMPETITORSINESSENCE,ABRANDINDENTU
2、RESTHESELLERORMAKERWHETHERITISANAME,TRADEMARK,LOGO,ORANOTHERSYMBOL,ABRANDISESSENTIALLYASELLERSPROMISETODELIVERASEPTICSETOFFEATURES,BEETS,ANDSERVICESCONSISTENTLYTOTHEBUYERSTHEBESTBRANDSCONVEYAWARRANTYOFQUALITYBUTABRANDISANEVENMORECOMPLEXSYMBOLITCANCONVEYUPTOSIXLEVELSOFMEANING,ASSHOWNINTABLETHEBRANDIN
3、GCHALLENGEISTODEVELOPADEEPSETOFPOSITIVEASSOCIATIONSFORTHEBRANDMARKETERSMUSTDECIDEATWHICHLEVELSTOANCHORTHEBRANDSIDENTITYONEMISTAKEWOULDBETOPROMOTEONLYATTRIBUTESFIRST,BUYERSARENOTASINTERESTEDINATTRIBUTESASTHEYAREINBANITSSECOND,COMPETITORSCANEASILYCOPYATTRIBUTESTHIRD,TODAYSATTRIBUTESMAYBECOMELESSDESIRA
4、BLETOMORROWULTIMATELY,ABRANDSMOSTENDURINGMEANINGSAREITSVALUES,CULTURE,ANDPERSONALITY,WHICHDENETHEBRANDSESSENCESMARTRMSTHEREFORECRAFTSTRATEGIESTHATDONOTDILUTETHEBRANDVALUESANDPERSONALITYBUILTUPOVERTHEYEARSBRANDEQUITYBRANDSVARYINTHEAMOUNTOFPOWERANDVALUETHEYHAVEINTHEMARKETPLACEATONEEXTREMEAREBRANDSTHAT
5、ARENOTKNOWNBYMOSTBUYERSTHENTHEREAREBRANDSFORWHICHBUYERSHAVEAFAIRLYHIGHDEGREEOFBRANDAWARENESSBEYONDTHISAREBRANDSWITHAHIGHDEGREEOFBRANDACCEPTABILITYNEXTAREBRANDSTHATENJOYAHIGHDEGREEOFBRANDPREFERENCEFINALLYTHEREAREBRANDSTHATCOMMANDAHIGHDEGREEOFBRANDLOYALTYASKERDISTINGUISHEDVELEVELSOFCUSTOMERATTITUDETOW
6、ARDABRAND1CUSTOMERWILLCHANGEBRANDS,ESPECIALLYFORPRICEREASONSNOBRANDLOYALTY2CUSTOMERISSATISEDNOREASONTOCHANGETHEBRAND3CUSTOMERISSATISEDANDWOULDINCURCOSTSBYCHANGINGBRAND4CUSTOMERVALUESTHEBRANDANDSEESITASAFRIEND5CUSTOMERISDEVOTEDTOTHEBRANDBRANDEQUITYISHIGHLYRELATEDTOHOWMANYCUSTOMERSAREINCLASSES3,4,OR5I
7、TISALSORELATED,ACCORDINGTOAAKER,TOTHEDEGREEOFBRANDNAMERECOGNITION,PERCEIVEDBRANDQUALITY,STRONGMENTALANDEMOTIONALASSOCIATIONS,ANDOTHERASSETSSUCHASPATENTS,TRADEMARKS,ANDCHANNELRELATIONSHIPSHIGHBRANDEQUITYALLOWSACOMPANYTOENJOYREDUCEDMARKETINGCOSTSBECAUSEOFHIGHBRANDAWARENESSANDLOYALTY,GIVESACCOMPANYMORE
8、LEVERAGEINBARGAININGWITHDISTRIBUTORSANDRETAILERS,PERMITSTHERMTOCHARGEMOREBECAUSETHEBRANDHASHIGHERPERCEIVEDQUALITY,ALLOWSTHEFIRMTOMOREEASILYLAUNCHEXTENSIONSBECAUSETHEBRANDHASHIGHCREDIBILITY,ANDOFFERSSOMEDEFENSEAGAINSTPRICECOMPETITIONSOMEANALYSTSSEEBRANDSASOUTLASTINGACOMPANYSSPECICPRODUCTSANDFACILITIE
9、S,SOBRANDSBECOMETHECOMPANYSMAJORENDURINGASSETYETEVERYPOWERFULBRANDREALLYREPRESENTSASETOFLOYALCUSTOMERSTHEREFORE,THEFUNDAMENTALASSETUNDERLYINGBRANDEQUITYISCUSTOMEREQUITYTHISSUGGESTSTHATTHEPROPERFOCUSOFMARKETINGPLANNINGISTHATOFEXTENDINGLOYALCUSTOMERLIFETIMEVALUE,WITHBRANDMANAGEMENTSERVINGASAMAJORMARKE
10、TINGTOOLUNFORTUNATELY,SOMECOMPANIESHAVEMISMANAGEDTHEIRGREATESTASSETTHEIRBRANDSTHISISWHATBEFELLTHEPOPULARSNAPPLEBRANDALMOSTASSOONASQUAKEROATSBOUGHTTHEBEVERAGEMARKETERFOR17BILLIONIN1994SNAPPLEHADBECOMEAHITTHROUGHPOWERFULGRASSROOTSMARKETINGANDDISTRIBUTIONTHROUGHSMALLOUTLETSANDCONVENIENCESTORESANALYSTSS
11、AIDTHATBECAUSEQUAKERDIDNOTUNDERSTANDTHEBRANDSAPPEAL,ITMADETHEMISTAKEOFCHANGINGTHEADSANDTHEDISTRIBUTIONSNAPPLELOSTSOMUCHMONEYANDMARKETSHARETHATIN1997QUAKERNALLYSOLDTHECOMPANYFOR300MILLIONTOTRIARC,WHICHHASSINCEREVIVEDTHEFOUNDERINGBRANDBRANDINGCHALLENGESBRANDINGPOSESSEVERALCHALLENGESTOTHEMARKETERSEEFIG
12、URE43THEFIRSTISWHETHERORNOTTOBRAND,THESECONDISHOWTOHANDLEBRANDSPONSORSHIP,THETHIRDISCHOOSINGABRANDNAME,THEFOURTHISDECIDINGONBRANDSTRATEGY,ANDTHEFIFTHISWHETHERTOREPOSITIONABRANDLATERONTOBRANDORNOTTOBRANDTHERSTDECISIONISWHETHERTHECOMPANYSHOULDDEVELOPABRANDNAMEFORITSPRODUCTBRANDINGISSUCHASTRONGFORCETOD
13、AYTHATHARDLYANYTHINGGOESUNBRANDED,INCLUDINGSALT,ORANGES,NUTSANDBOLTS,ANDAGROWINGNUMBEROFFRESHFOODPRODUCTSSUCHASCHICKENANDTURKEYINSOMECASES,THEREHASBEENARETURNTO“NOBRANDING”OFCERTAINSTAPLECONSUMERGOODSANDPHARMACEUTICALSGENERICSAREUNBRANDED,PLAINLYPACKAGED,LESSEXPENSIVEVERSIONSOFCOMMONPRODUCTSSUCHASSP
14、AGHETTIORPAPERTOWELSTHEYOFFERSTANDARDORLOWERQUALITYATAPRICETHATMAYBEASMUCHAS20PERCENTTO40PERCENTLOWERTHANNATIONALLYADVERTISEDBRANDSAND10PERCENTTO20PERCENTLOWERTHANRETAILERPRIVATELABELBRANDSTHELOWERPRICEISMADEPOSSIBLEBYLOWERQUALITYINGREDIENTS,LOWERCOSTLABELINGANDPACKAGING,ANDMINIMALADVERTISINGSELLERS
15、BRANDTHEIRPRODUCTS,DESPITETHECOSTS,BECAUSETHEYGAINANUMBEROFADVANTAGESTHEBRANDMAKESITEASIERFORTHESELLERTOPROCESSORDERSTHESELLERSBRANDNAMEANDTRADEMARKLEGALLYPROTECTUNIQUEPRODUCTFEATURESBRANDINGALLOWSSELLERSTOATTRACTLOYAL,PROTABLECUSTOMERSANDOFFERSSOMEPROTECTIONFROMCOMPETITIONBRANDINGHELPSTHESELLERSEGM
16、ENTMARKETSBYOFFERINGDIFFERENTBRANDSWITHDIFFERENTFEATURESFORDIFFERENTBENETSEEKINGSEGMENTSANDSTRONGBRANDSHELPBUILDTHECORPORATEIMAGE,EASINGTHEWAYFORNEWBRANDSANDWIDERACCEPTANCEBYDISTRIBUTORSANDCUSTOMERSDISTRIBUTORSANDRETAILERSWANTBRANDSBECAUSETHEYMAKETHEPRODUCTEASIERTOHANDLE,INDICATECERTAINQUALITYSTANDA
17、RDS,STRENGTHENBUYERPREFERENCES,ANDMAKEITEASIERTOIDENTIFYSUPPLIERSFORTHEIRPART,CUSTOMERSNDTHATBRANDNAMESHELPTHEMDISTINGUISHQUALITYDIFFERENCESANDSHOPMOREEFCIENTLYBRANDSPONSORDECISIONAMANUFACTURERHASSEVERALOPTIONSWITHRESPECTTOBRANDSPONSORSHIPTHEPRODUCTMAYBELAUNCHEDASAMANUFACTURERBRANDSOMETIMESCALLEDANA
18、TIONALBRAND,ADISTRIBUTORBRANDALSOCALLEDRESELLER,STORE,HOUSE,ORPRIVATEBRAND,ORALICENSEDBRANDNAMEANOTHERALTERNATIVEISFORTHEMANUFACTURERTOPRODUCESOMEOUTPUTUNDERITSOWNNAMEANDSOMEUNDERRESELLERLABELSKELLOGG,JOHNDEERE,ANDIBMSELLVIRTUALLYALLOFTHEIROUTPUTUNDERTHEIROWNBRANDNAMES,WHEREASWHIRLPOOLPRODUCESBOTHUN
19、DERITSOWNNAMEANDUNDERDISTRIBUTORSNAMESSEARSKENMOREAPPLIANCESALTHOUGHMANUFACTURERSBRANDSDOMINATE,LARGERETAILERSANDWHOLESALERSHAVEBEENDEVELOPINGTHEIROWNBRANDSBYCONTRACTINGPRODUCTIONFROMWILLINGMANUFACTURERSSEARSHASCREATEDSEVERALNAMESDIEHARDBATTERIES,CRAFTSMANTOOLS,KENMOREAPPLIANCESTHATCOMMANDBRANDPREFE
20、RENCEANDEVENBRANDLOYALTYRETAILERSSUCHASTHEBODYSHOPANDGAPSELLMOSTLYOWNBRANDMERCHANDISESAINSBURY,BRITAINSLARGESTFOODCHAIN,SELLS50PERCENTSTORELABELGOODS,ANDITSOPERATINGMARGINSARESIXTIMESTHOSEOFUSRETAILERSUSSUPERMARKETSAVERAGE197PERCENTPRIVATEBRANDSALESWHYDOMIDDLEMENSPONSORTHEIROWNBRANDSFIRST,THESEBRAND
21、SAREMOREPROFITABLE,SINCETHEYAREPRODUCEDATALOWCOSTBYMANUFACTURERSWITHEXCESSCAPACITYOTHERCOSTS,SUCHASRESEARCHANDDEVELOPMENT,ADVERTISING,SALESPROMOTION,ANDPHYSICALDISTRIBUTION,AREALSOMUCHLOWERTHISMEANSTHATTHEPRIVATEBRANDERCANCHARGEALOWERPRICEANDYETMAKEAHIGHERPROTMARGINSECOND,RETAILERSDEVELOPEXCLUSIVEST
22、OREBRANDSTODIFFERENTIATETHEMSELVESFROMCOMPETITORSINYEARSPAST,CONSUMERSVIEWEDTHEBRANDSINACATEGORYARRANGEDINABRANDLADDER,WITHTHEIRFAVORITEBRANDATTHETOPANDREMAININGBRANDSINDESCENDINGORDEROFPREFERENCETHEREARENOWSIGNSTHATTHISLADDERISBEINGREPLACEDWITHACONSUMERPERCEPTIONOFBRANDPARITYTHATMANYBRANDSAREEQUIVA
23、LENTINSTEADOFASTRONGLYPREFERREDBRAND,CONSUMERSBUYFROMASETOFACCEPTABLEBRANDS,CHOOSINGWHICHEVERISONSALETHATDAYTODAYSCONSUMERSAREALSOMOREPRICESENSITIVE,BECAUSEASTEADYBARRAGEOFCOUPONSANDPRICESPECIALSHASTRAINEDTHEMTOBUYONPRICEINFACT,OVERTIME,COMPANIESHAVEREDUCEDADVERTISINGTO30PERCENTOFTHEIRTOTALPROMOTION
24、BUDGET,WEAKENINGBRANDEQUITYMOREOVER,THEENDLESSSTREAMOFBRANDEXTENSIONSANDLINEEXTENSIONSHASBLURREDBRANDIDENTITYANDLEDTOACONFUSINGAMOUNTOFPRODUCTPROLIFERATIONFURTHER,CONSUMERSSEELITTLEDIFFERENCEINQUALITYAMONGBRANDSNOWTHATCOMPETINGMANUFACTURERSANDRETAILERSARECOPYINGANDDUPLICATINGTHEQUALITIESOFTHEBESTBRA
25、NDSOFCOURSE,ONEOFTHEFACTORSTHATARECHANGINGTHEENTIREBRANDINGLANDSCAPEISTHEINTERNETWHILESOME“BORNDIGITAL”COMPANIESLIKEAMERICAONLINEAOLANDAMAZONCOMHAVEUSEDTHEINTERNETTOGAINBRANDRECOGNITIONSEEMINGLYOVERNIGHT,OTHERCOMPANIESHAVEPOUREDMILLIONSOFDOLLARSINTOONLINEADVERTISINGWITHLITTLEEFFECTONBRANDAWARENESSOR
26、PREFERENCEFORSOMELOWPRICE,LOWINVOLVEMENTPRODUCTS,SUCHASSOAP,THEINTERNETOFFERSLITTLEPOTENTIALASACOMMERCEVEHICLESTILL,THEPACKAGEDGOODSPOWERHOUSESARETRYINGDIFFERENTAPPROACHESTOWEBMARKETINGPROCTER帮助品牌细分市场，通过提供满足不同的利益阶层不同的功能要求的不同品牌的产品，强有力的品牌可以帮助建立企业形象，为新的品牌的发展和赢取更广泛的分销商和客户接受度减轻压力。分销商和零售商需要品牌，因为这样他们可以更容易地
27、处理业务，同时也表明一定的质量标准，来强化买家的喜好，并使其便于识别供应商。这一方面来讲，客户发现品牌标识帮助他们更有效率地辨别品牌及商店的质量差异。品牌赞助商的决定在考虑品牌赞助时制造商通常有多个选择。该产品可作为制造商推出的品牌（有时被称为一个民族品牌），分销商品牌（也称为经销商，商店，住宅，或自有品牌），或特许的品牌名称。另一种可能性是，制造商生产的产品有些是标示自有品牌，有些贴的是中间商的品牌。事实上，凯洛格，约翰迪尔，和IBM出售自己的品牌的产品，而惠尔浦根据自己的名义和经销商的名称（西尔斯肯莫尔电器）生产。虽然制造商品牌占主导地位，大型零售商和批发商已通过和有意愿的生产厂家签订合同
28、来发展自己的品牌。西尔斯创造了好几个名字，死硬电池，工匠工具，肯莫尔电器，拥有品牌偏好，甚至品牌的忠诚度。如美体小铺和差距的主要零售商销售自有品牌的商品。塞恩斯伯里，英国最大的食品连锁店，百分之五十商店销售都是贴有商店标签的商品，它的运营利润率是美国零售商的（美国超市平均百分之197私营品牌销售）六倍。为什么中间商要赞助自己的品牌首先，这些品牌更有利可图，因为它们是在过剩生产能力情况下以低成本生产的。其他的成本，如研发，广告，促销和物流配送的成本也低得多。这意味着私人贴标可收取较低的价格赚更多的利润。其次，零售商开发独家的自有品牌以区别于竞争对手，从中脱颖而出。在过去的几年中，消费者通过一个品
29、牌阶梯来看待品牌类别，把他们喜欢的品牌放在顶部在剩余品牌中依据喜爱程度来排名。现在有这样一种迹象，这个梯子正在被与消费者认知品牌均势所取代，许多品牌是等效的与特别偏好某一品牌不同的是，消费者会购买一套可以接受的品牌，选择在那一天出售的产品今天的消费者也对价格更为敏感，因为特价商品以及优惠券影响他们在价格上的权衡。事实上，随着时间的推移，公司将广告总预算减少到促销总预算的百分之三十，削弱品牌资产。此外，层出不穷的品牌延伸和产品线延伸模糊了品牌形象，并导致混淆的产品扩散量。此外，消费者很难区分不同品牌之间质量的差异，以至于竞争的制造商和零售商复制着最优秀的品牌品质的产品。当然，改变是整个品牌现象的
30、因素之一就是互联网。而一些“原生数字”的公司像美国在线（AOL）和亚马逊似乎在一夜之间利用互联网获得品牌知名度，其他公司投入数百万美元于在线广告，然而对于增强品牌认知度和喜好收效甚微。对于一些低价格，低涉入产品，如肥皂，互联网对其提供的广告效益很小。尽管如此，包装商品巨头正试图通过不同的方式来发展网络营销。例如，宝洁公司，将其营销预算的很大一部分用于推广比如护垫，TAMPAX棉条，和帮宝适尿布，有狭窄的目标受众和更多个人化的主题。有了这个战略，公司将PAMPERSCOM变成了帮宝适育儿研究所，接触到想要解决各种问题的新的或准父母的客户。所有公司都在网络上有强大的拥有品牌知名度的网站，这些网站可
31、以帮助客户解决一些事情，如在DELLCOM解决网上配置计算机系统或在YAHOOCOM提供自定义选项的服务。然而，最最大的电子商务超级巨星在线下进行自己的品牌努力思科在商业广告刊物，而戴尔在高新技术贸易杂志和电视上做广告。像许多高科技公司一样，美国在线，擅长于以实现通过减少传统的营销方式，塑造坚实的品牌知名度。今天，有超过一半的美国家庭都熟知与AOL品牌。这是因为AOL已经在全国多年提供了免费试用软件和免费接受退货。该公司还削减了在一些不太可能成功的地方的产品交易内水稻CHEX麦片盒，美国联合航空公司空中用餐，以及奥马哈牛排套餐，仅举几例。AOL的营销专家认为，新手需要试用服务来了解它的好处。然后，一旦消费者开始使用AOL，该公司说，用户友好的程序将诱惑他们去进行订阅。美国在线的方面也完全是惯性，防止许多人切换到另一个互联网服务提供商。出处菲利浦科特勒营销管理M格致出版社2009年页码188193
