企业品牌建设一个方法论_学位论文.doc

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1、毕业论文（设计）外文翻译题　　目：　　　　　　　企业品牌建设初探　　　　　　　　　　　　　　　　　　一、外文原文标题：CorporateBrandBuilding:AMethodology原文：BRANDBUILDINGVSREPUTATIONMANAGEMENTTheauthorhasalwaysfoundtheterm'reputationmanagement'alittlelimp.Itdoesnotpassthecocktailpartytest.Ifsomeoneaskedatthemetaphori

2、ccocktailparty'Whatdoyoudo?'Theauthorwouldnotimaginesaying'Oh...Imanagereputations'.Putbluntly,asaclientandnotaconsultantitwouldseemwastefultopaygoodmoneyforsomeoneto'managemyreputation'.Itsoundslikesomethingtobedoneforoneself-notlefttosome-oneelse.Anditdocs

3、notsoundespe-ciallydynamic.Ontheotherhand,payingsomeoneto'buildmybrand'soundsaltogethermoreenergeticanduseful.Thatisoneofthereasonswhytheauthor'scompanyevolveditsstraplinefrom'PRsolutionstomarketingpro-blems'to'buildingcorporateandpro-ductbrands'.Theotherist

4、hatitbetterexpresseswhatthefirmnowdoesasaconsultancy:corporateaswellasmar-ketingPR.Theidentityshiftdid,how-ever,presenttwoproblems.First,wedidnotwanttoalienateclientswhodidnotseetheirorganisa-tionsasbrands.Muchofourbusinessisinthepublicsector.Wedonotyetlivei

5、naworldwheregovernmentbodiesseethemselvesasbrands(althoughwiththereinventionoftheLabourPartyitmayonlybeamatteroftime).Puttingthe'corporate'before'product'inthestraphelped.Theterm'productbrand'leadsontoconsumerPR,whichisonlypartofourwork.Secondly,itbeggedtheq

6、uestion-ifweareabrand-buildingPRfirm,thenhowexactlydowebuildbrands-especiallycorporatebrands?Weneededtopackagewhatwewerealreadydoingacrossthefirmindiffer-entwaysintoabestpracticemethodol-ogyavailabletoourstaff.Whatfollowsisbasedoninternalseminarpresentations

7、aboutthismethodology.WHATAREBRANDSFOR?Whatjobofworkdobrandsdo?DavidOgilvyfamouslyandsuc-cinctlypointedtothepowerofemo-tionastheonlysustainabledifferentiatorinpromotingacompany,recognisingthatpeoplebuywiththeirheartasmuchastheirhead.Attheriskofteachinggrandmo

8、therstosuckeggs,itisreproducedbecauseofitscriticalimportance:"Acompanywithapriceadvantagecanbeundercut.Acompanywithaperformanceadvantagecanbeoutflanked.Butacompanywithanemotionaldifferencecanpot