品牌与文化外文翻译-其他专业

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1、毕业论文（设计）外文翻译题　　目：　浅谈企业的品牌文化建设　　　　　　　　　　　　　　　　　　　　　　　　一、外文原文标题：BrandandCulture原文：Thisisthefirstpaperinaseriesofpaperspresentinganewmodelofbranding,onewhichdrawsupontheanthropologicalconceptofculture.Itreplacestheoldmodelofaseparateandcontrollableexternalbrandimage—animagecreatedtospeaktoconsumerson

2、behalfofacompany.Inthenewmodel,acompany’struevaluesreplacetheexternalbrandimage.WecallthisnewmodelBrandCulture.Notthatwe’relookingforaproprietarytermwecanputalittleafterand“monetize”oranything.Actually,wedevelopedthismodelwhiletryingtosolveourclients’problemsand,atthesametime,whiletryingtofigureou

3、twherethisbrandingthingwasgoingnext.ThetheoryofBrandCulturewaspartlyinformedbyDouglasAitkin’sgroundbreakingbook,TheCullingofBrands,whichwasoneofthefirstbookstoapplyanthropologicaltheoryinunderstandinghowcertainbrandswork—specifically“cult”brands.Whilecults,bydefinition,areexperiencedbythefew,everyhum

4、anexperiencesculture,andeverybrandhasthepotentialtodevelopabrandculture.OurconceptofBrandCulturehasalsobeeninformedandvalidatedbytherecentwritingsofsomereallybrightanthropologistswhoarestudyingthewayconsumersusebrands.Andwelovereadingreallybrightanthropologists.Brandcanpromotethegrowthoftheenterpr

5、ise.Intheneweconomicaltime,marketingofthebiggestproblemsishowtoestablishandmanageanenterprise'sbrand.Whoeverhasastrongbrand,thecompetitionwillhavethecapital.Inthefuturemarketingisthebrandnameofthewar.Corporatebrandfromunknowntodevelopintoafamousbrand'ssuccessisasmalltolargeprocess,andtheenterprise

6、isthegrowthofthelife correspondingbrandstrategyandthefocushasdifferentcharacteristics.Brandsoccupyanincreasinglyprominentplaceinthemanagerialmindaswellastheculturallandscape.Recentresearchhasshownthatbrandsareinterpretedorreadinmultipleways,promptinganimportantandilluminatingreconsiderationofhowbr

7、anding"works,"andshiftingattentionfrombrandproducerstowardconsumerresponsetounderstandhowbrandinginteractswithconsumerstocreatemeaning.Largelymissingfromtheseinsights,however,isanawarenessofbasicculturalprocesses