1、1外文翻译原文TITLEBRANDLEADERSHIPMATERIALSOURCENEWYORKTHEFREEPRESSAUTHORAAKER,DAVIDABRANDMANAGEMENTISTHEAPPLICATIONOFMARKETINGTECHNIQUESTOASPECIFICPRODUCT,PRODUCTLINE,ORBRANDITSEEKSTOINCREASETHEPRODUCTSPERCEIVEDVALUETOTHECUSTOMERANDTHEREBYINCREASEBRANDFRANCHISEANDBRANDEQUITYMARKETERSSEEABRANDASANIMPLIEDPR
2、OMISETHATTHELEVELOFQUALITYPEOPLEHAVECOMETOEXPECTFROMABRANDWILLCONTINUEWITHCOMPETINGPRODUCTSMOREFAVORABLEITMAYALSOENABLETHEMANUFACTURERTOCHARGEMOREFORTHEPRODUCTTHEVALUEOFTHEBRANDISDETERMINEDBYTHEAMOUNTOFPROFITITGENERATESFORTHEMANUFACTURETHISCANRESULTFROMACOMBINATIONOFINCREASEDSALESANDINCREASEDPRICE,A
3、ND/ORREDUCEDCOGSCOSTOFGOODSSOLD,AND/ORREDUCEDORMOREEFFICIENTMARKETINGINVESTMENTALLOFTHESEENHANCEMENTSMAYIMPROVETHEPROFITABILITYOFABRAND,ANDTHUS,“BRANDMANAGERS”OFTENCARRYLINEMANAGEMENTACCOUNTABILITYFORABRANDSPLPROFITANDLOSSPROFITABILITY,INCONTRASTTOMARKETINGSTAFFMANAGERROLES,WHICHAREALLOCATEDBUDGETSF
4、ROMABOVE,TOMANAGEANDEXECUTEINTHISREGARD,BRANDMANAGEMENTISOFTENVIEWEDINORGANIZATIONSASABROADERANDMORESTRATEGICROLETHANMARKETINGALONETHEANNUALLISTOFTHEWORLDSMOSTVALUABLEBRANDS,PULISHEDBYINTERBRANDANDBUSINESSWEEK,INDICATESTHATTHEMARKETVALUEOFCOMPANIESOFTENCONSISTSLARGELYOFBRANDEQUITYRESEARCHBYMCKINSEYC
5、OMPANY,AGLOBALCONSULTINGFIRM,IN2000SUGGESTEDTHATSTRONG,WELLLEVERAGEDBRANDSPRODUCEHIGHERRETURNSTOSHAREHOLDERSTHANWEAKER,NARROWERBRANDSSERIOUSLYIMPACTSHAREHOLDERVALUE,WHICHULTIMATELYMAKESBRANDINGACEORESPONSIBILITYTHEDISCIPLINEOFBRANDMANAGEMENTWASSTARTEDATPROCTERGAMBLEPLCASARESULTOFAFAMOUSMEMOBYNEILH,M
6、CELROYPRINCIPLESOFBRANDMANAGEMENTAGOODBRANDNAMESHOULDBEPROTECTEDORATLEASTPROTECTABLEUDDERTRADEMARKLAW2BEEASYTOPRONOUNCEBEEASYTOREMEMBERBEEASYTORECOGNIZEBEEASYTOTRANSLATEINTOALLLANGUAGESINTHEMARKETSWHERETHEBRANDWILLBEUSEDATTRACTATTENTIONSUGGESTPRODUCTBENEFITSSUGGESTTHECOMPANYORPRODUCTIMAGEDISTINGUISH
7、THEPRODUCT“SPOSITIONINGRELATIVETOTHECOMPETITIONBEATTRACTIVETYPESOFBRANDSPREMIUMBRANDECONOMYBRANDFIGHTINGBRANDCORPORATEBRANDINGINDIVIDUALBRANDINGFAMILYBRANDINGFUNCTIONSOFBRANDFORCONSUMERSIDENTIFICATIONOFSOURCEOFPRODUCT,ASSIGNMENTOFRESPONSIBILITYTOPRODUCTMAKER,RISKREDUCER,SEARCHCOSTREDUCER,SYMBOLICDEV
8、ICESIGNALOFQUALITYFORMANUFACTUREMEANSOFIDENTIFICATIONTOSIMPLIFYHANDLINGORTRACING,MEANSOFLEGALLYPROTECTINGUNIQUEASSOCIATIONS，SOURCEOFCOMPETITIVEADVANTAGE,SOURCEOFFINANCIALRETURNS,“STRATEGICBRANDMANAGEMENT”3RDEDITION,KEVINLANEKELLERBRANDARCHITECTURETHEDIFFERENTBRANDSOWNEDBYACOMPANYARERELATEDTOEACHOTHE
9、RVIABRANDARCHITECTUREIN“PRODUCTITSOWNNAMEANDSTYLEOFEXPRESSIONWHILETHECOMPANYITSELFREMAINSINVISIBLETOCONSUMERSPROCTERGAMBLE,CONSIDEREDBYMANYTOHAVECREATEDPRODUCTBRANDING,ISACHOICEEXAMPLEWITHITSMANYUNRELATEDCONSUMERBRANDSSUCHASTIDE,PAMPERS,ABUNDA,IVORYANDPANTENCEWITH“ENDORSEDBRANDARCHITCTURE”,AMOTHERBR
10、ANDISTIEDTOPRODUCTBRANDS,SUCHASTHECOURTYARDHOTELSPRODUCTSBRANDNAMEBYMARRIOTTMOTHERBRANDNAMEENDORSEDBRANDSBENEFITFROMTHESTANDINGOFTHEIRMOTHERBRANDANDTHUSSAVEACOMPANYSOMEMARKINGEXPENSEBYVIRTUEPROMOTINGALLTHELINKEDBRANDSWHENEVERTHEMOTHERBRANDISADVERTISEDTHETHIRDMODELOFBRANDARCHITECTUREISMOSTCOMMONLYREF
11、ERREDTOAS“CORPORATEBRANDING”THEMOTHERBRANDISUSEDANDALLPRODUCTSCARRYTHISNAMEANDALLADVERTISINGSPEAKSWITHTHESAMEVOICEAGOODEXAMPLEOFTHISBRANDARCHITECTUREISTHEUKBASEDCONGLOMERATEVIRGINVIRGINBRANDSALLITEBUSINESSWITH3ITSNAMETECHNIQUESCOMPANIESSOMETHINGSWANTTOREDUCETHENUMBEROFBRANDSTHATTHEYMARKETTHISPROCESS
12、ISKNOWNAS“BRANDRATIONALIZATION”SOMECOMPANIESTENDTOCREATEMOREBRANDSANSPRODUCTVARIATIONSWITHINABRANDTHANECONOMIESOFSCALEWOULDINDICATE,SOMETIMES,THEYWILLCREATEASPECIFICSERVICEORPRODUCTBRANDFOREACHMARKETTHATTHEYTARGETINTHECASEOFPRODUCTBRANDINGTHISMAYBETOGAINRETAILSHELFSPACEANDREDUCETHEAMOUNTOFSHELFSPACE
13、ALLOCATEDTOCOMPETINGBRANDSACOMPANYMAYDECIDETORATIONALIZETHEIRPORTFOLIOOFBRANDSFROMTIMETOTIMETOGAINPRODUCTIONANDMARKETINGEFFICIENCY,ORTORATIONALIZEABRANDPORTFOLIOASPARTOFCORPORATERESTRUCTURINGARECURRINGCHALLENGEFORBRANDMANAGERSISTOBUILDACONSISTENTBRANDWHILEKEEPINGITSMESSAGEFRESHANDRELEVANTANOLDERBRAN
14、DIDENTITYMAYBEMISALIGNEDTOAREDEFINEDTARGETMARKET,ARESTATEDCORPORATEVISIONSTATEMENT,REVISITEDMISSIONSTATEMENTORVALUESOFACOMPANYBRANDIDENTITIESMAYALSOLOSERESONANCEWITHTHEIRTARGETMARKETTHRONGHDEMOGRAPHICEVOLUTIONREPOSITIONINGABRANDSOMETIMESCALLEDREBRANDING,MAYCOSTSOMEBRANDEQUITY,ANDCANCONFUSETHETARGETM
15、ARKET,BUTIDEALLY,ABRANDCANBEREPOSITIONEDWHILERETAININGEXISTINGBRANDEQUITYFOULEVERAGEBRANDORIENTATIONISADELIBERATEAPPROACHTOWORKINGWITHBRANDS,BOTHINTERNALLYANDEXTERNALLYTHEMOSTIMPORTANTDRIVINGFORCEBEHINDTHISINCREASEDINSTRONGBRANDSISTHEACCELERATINGPACEOFGLOBALIZATIONTHISHASRESULTEDINANEVERTOUGHERCOMPE
16、TITIVESITUATIONONMANYMARKETSAPRODUCTSSUPERIORITYISINITSELFNOLONGERSUFFICIENTTOGUARANTEEITSSUCCESSTHEFASTPACEOFTECHNOLOGICALDEVELOPMENTANDTHEINCREASEDSPEEDWITHWHICHIMITATIONSTNRUUPONMARKETHAVEDRAMATICALLYSHORTENEDPRODUCTLIFECYCLESTHECONSEQUENCEISTHATPRODUCTRELATEDCOMPETITIVEADVANTAGESSOONRISKBEINGTRA
17、NSFORMEDINTOCOMPETITIVEPREREQUISITESFORTHISREASON,INCREASINGNUMBERSOFCOMPANIESARELOOKINGFOROTHER,MOREENDURING,COMPETITIVETOOLSSUCHASBRANDSBRANDORIENTATIONREFERSTO“THEDEGREETOWHICHTHEORGANIZATIONVALUESBRANDSANDITSPRACTICESAREORIENTEDTOWARDSBUILDINGBRANDCAPABILITIES”BRDSONEVANS2004CHALLENGESTHEREARESE
18、VERALCHALLENGESASSOCIATEDWITHSETTINGOBJECTIVESFORACATEGORYBRANDMANAGERSSOMETHINGSLIMITTHEMSELVESTOSETTINGFINANCIALANDMARKETPERFORMANCEOBJECTIVESTHEYMATNOTQUESTIONSTRATEGICOBJECTIVESIFTHEYFEELTHISIS4THERESPONSIBILITYOFSENIORMANAGEMENTMOSTPRODUCTLEVALORBRANDMANAGERSLIMITTHEMSELVESTOSETTINGSHORTTERMOBJ
19、ECTIVESBACAUSETHEIRCOMPENSATIONPACKAGESAREDESIGNEDTOREWARDSHORETERMBEHAVIORSHORTTERMOBJECTIVESSHOULDBESEENASMILESTONESTOWARDSLONGTERMOBJECTIVESOFTENPRODUCTLEVALMANAGERSARENOTGIVENENOUGHINFORMATIONTOCONSTRUCTSTRATEGICOBJECTIVESITISSOMETIMESDIFFICULTTOTRANSLATECORPORATELEVALOBJECTIVESINTOBRANDORPRODUC
20、TLEVELCATEGORYINADIVERSIFIEDCOMPANY,THEOBJECTIVESOFSOMEBRANDSMAYCONFLICTWITHTHOSEOFOTHERBRANDSORWORSECORPORATEMAYCONFLICTWITHTHESPECIFICNEEDSOFYOURBRAND,THISISPARTICULARLYTRUEINREGARDTOTHETRADEOFFBETWEENSTABILITYANDRISKINESSCORPORATEOBJECTIVESMUSTBEBROADENOUGHTHATBRANDSWITHHIGHRISKSPRODUCTSARENOTCON
21、STRAINEDBYOBJECTIVESSETWITHCASHCOWSINMINDSEEB,C,G,ANALYSIS,THEBRANDMANAGERALSONEEDSTOKNOWSENIORMANAGEMENTSHARVESTINGSTRATEGYBRANDMANAGERSSOMETHINGSSETOBJECTIVESTHATOPTIMIZETHEPERFORMANCEOFTHEIRUNTIRATHERTHANOPTIMIZEOVERALLCORPORATEPERFORMANCETHISISPARTICULARLYTRUEWHERECOMPENSATIONISBASEDPRIMARILYONU
22、NITPERFORMANCEMANAGERSTENDTOIGNOREPOTENTIALSYNERGIESANDINTERUNITJOINTPROCESSESOVERALLORGANISATIONALIGNMENTBEHINDTHEBRANDTOACHIEVEINTEGRATEDMARKETINGISCOMPLEXBRANDSARESOMETIMESCRITICIZEDWITHINSOCIALMEDIAWEBSITESANDTHISMUSTBEMONITOREDANDMANAGEDALSOBECAUSEOFTHEDEVELOPMENTOFSUCHSOCIALTECHNOLOGIES,DEVELO
23、PINGASOCIALSTRATEGYTODEVELOPORINCREASESOCIALCURRENCYBECOMESINCREASINGLYIMPORTANTONLINEBRANDMANAGEMENTCOMPANIESAREEMBRACINGBRANDREPUTATIONMANAGEMENTASASTRATEGICIMPERATIVEANDAREINCREASINGLYTURNINGTOONLINEMONITORINGINTHEIREFFORTSTOPREVENTTHEIRPUBLICIMAGEFROMBECOMINGTARNISHED，ONLINEBRANDREPUTATIONPROTEC
24、TIONCANMEANMONITORINGFORTHEMISAPPROPRIATIONOFABRANDTRADEMARKBYFRAUDSTERSINTENTONCONFUSINGCONSUMERSFORMONETARYGAINITCANALSOMEANMONITORINGFORLESSMALICIOUS,ALTHOUGHPERHAPSEQUALLYDAMAGING,INFRACTIONS,SUCHASTHEUNAUTHORIZEDUSEOFABRANDLOGOOREVENFORNEGATIVEBRANDINFORMATIONAND5MISINFORMATIONFROMONLINECONSUME
25、RSTHATAPPEARSINONLINECOMMUNITIESANDOTHERSOCIALMEDIAPLATFORMSTHEREDFLAGCANBESOMETHINGASBENIGNASABLOGRANTABOUTABADHOTELEXPERIENCEORANELECTRONICGADGETTHATFUNCTIONSBELOWEXPECTATIONS译文标题品牌营销战略资料来源纽约自由出版社作者阿克，大卫品牌管理是营销技术应用到具体产品，产品线或品牌。它旨在提高产品的认知价值，从而提升品牌特许经营和品牌资产，营销人员认为一个品牌是一个隐含的承诺。从一个品牌可以预期未来将继续与购买相同产品。品
26、牌可能会增加决策，与竞争产品相比更有利的销售，它也可能使制造商制造更多的产品。品牌的价值是取决于它为制造商产生利润总额。增加的销售和价格上涨，或降低销售成本，或更有效的营销投资。这些增强功能全部可以提高一个品牌的盈利能力，因此，“品牌经理”往往携带一个品牌的P和L的盈利能力，相比之下，市场营销人员经理的角色，着手分配给上述预算，管理和执行。在这方面，品牌管理通常是在组织视为一个比市场更广泛和更战略性的作用。由INTERBRAND和BUSINESSWEEK公布的每年最具价值的品牌名当中可以发现公司的市场价值通常是品牌决定。麦肯锡公司是一家全球性咨询公司，在2000年的研究表明，相对比较弱的品牌，
27、实力雄厚的品牌则产生更高的回报。两者合计，这意味着，品牌严重影响股东价值，最终品牌的首席执行官需要对其负责任。品牌管理原则一个好的品牌名称应受商标法保护。朗朗上口。容易被记住。容易被识别。在该品牌可以使用的范围内很容易被翻译成当地语言。吸引眼球。引出产品的优点提升公司或产品的形象。6竞争环境下区分产品的定位。有一个突出的品牌集团。品牌的种类优质品牌经济品牌个人品牌系列品牌企业品牌的功能让消费者对产品来源的鉴定，责任分配到产品制造商，风险减速器，搜寻成本减速器，象征设备，质量信号。识别手段，以简化处理或追踪，法律上保护独特的功能，信号的质量水平，以满足客户的手段，赋予独特的团体，竞争优势，经济回
28、报源代码产品的手段。品牌架构由一个公司拥有相互关联的不同的品牌是品牌架构。该公司产品品牌支持许多各有自己的名称和表现形式，而公司本身仍然不被消费者注意到。母体是依赖于品牌的产品品牌，认可品牌得益于其母体的地位，从而凭借一些市场母体的推广节省品牌广告费用。第三种品牌架构模型是最通常被称为“企业品牌”，而母品牌是所有产品的使用和携带这个名字，所有广告同一个声音说话，这方面的一个品牌架构很好的例子就是英国的维珍集团。品牌管理技术公司有些时候要减少他们的品牌，市场的数量，这个过程被称为“品牌的合理化”。一些变化不会表面公司比规模经济创造更多的品牌和产品品牌。有时，他们为每个目标，他们将创建一个特定的服
29、务或产品品牌的市场。对产品品牌而言，这可能是获得零售货架空间，公司可以决定他们的品牌组合合理化，以争取时间生产和营销的效率。品牌经理的一个经常性的挑战是建立一个一致的品牌，同时保持其新鲜的相关信息。一个旧的品牌标识，可能是未对齐，以重新界定目标市场，一个公司的愿景声明重申，重新使命声明或公司的价值观。品牌的身份也可能失去他们的目标市场，通过人口结构的变化共鸣，重新定为一个品牌。可能有些品牌资产的成本，并能迷惑目标市场，但理想情况下，一个品牌可以被重新定位为杠杆，同时保留现有的品牌资产。挑战品牌经理有时会限制自己设定目标，财务和市场表现。如果他们觉得这7是高级管理人员的责任，他们可能是没有问题的
30、战略目标。大多数产品级别或品牌限制自己设定短期，作为他们的补充方案，旨在奖励短期行为目标。短期目标应被看作是实现长期目标的里程碑。产品级别管理者往往没有足够的信息来构建的战略目标。有时品牌或产品类别的企业级水平的目标很难转化。在一个多元化的公司，一些品牌的目标可能会发生冲突与其他品牌的。或者更糟的是，公司的目标可能与你的品牌冲突。公司的目标必须是广泛的，与高风险产品的品牌不被抱现金奶牛既定目标约束。该品牌经理还需要了解高层管理人员的收获策略。品牌经理有时既定目标，优化了整体优化，而不是公司业绩本单位的表现。尤其是这样的赔偿是基于单位表现为主。管理者往往忽视潜在的协同和跨部门的联合进程。品牌背后的实现整合营销的整体组织路线是复杂的。品牌是在社会有时受到媒体网站批评，这必须受到监督和管理。在线品牌管理公司正在执行一项势在必行的品牌声誉管理战略，并越来越多的转向网上的努力，以防止他们成为受损的公众形象监测。在线品牌声誉的保护可能意味着一个品牌的商标被骗子盗用监测意图混淆消费者获取金钱。这也意味着可以减少恶意监测，虽然也许同样有害，违规行为，如一个品牌的标志，甚至是负品牌信息（在网上社区和其他社会媒体平台出现的网络消费者）未经授权的使用。
