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1、本科毕业论文（设计）外文翻译原文：Successfulbrandsorkeytoanycompany'ssuccessAbstract“SomeconsumerswouldwalkamilejusttofindCamelcigarettesandwouldwaitinlineforhourstobuyaSwatch.Othersareattachedtotheircarsormotorcycles,whileteenagersspendhoursandhourstalkingabouthipclothingbrands”(Schroeder&Salzer-Morling,2006).The
2、subsequentquestionis:arethesepeoplevictimsofmanipulation,publicityoraretheysimplypeoplewholovesymbols?ChevalierandMazzalovo(2004)claimthatabranddoesnotrepresentmanipulation,thatconsumerschoosecertainbrandsastheyseethemasthebestonthemarket.Keywords:brand,marketing,globalbrands’value,consumersIntrod
3、uctionWhenacompanycreatesagoodbrand,consumerswillbuyitandthus,itwillbecomeavalueforthecompany.Accordingtoexperts,thevalueofabranddoesnotstandjustinitscapacitytoattractbuyers:“Consumersperceivethebrandasasetofvaluesthattheyappreciateandconsequentlytheytendtorejectanysimilarproductsthatdonotexpresst
4、hesevalues”(Murphy&Hart,2000).Thus,brandsaredurablevaluesaslongastheyarewellkeptandcontinuetoofferconsumerswhattheydesire.Brandownersmustalwaysbesurethattheirbrandsmaintaintheirqualityandvalue.Theymustpreservecommunicationwiththeclientandmustcontinuouslyadapttoapermanentlychangingsociety.Thebrandm
5、ayserveasashieldandprotectthemanagersiftheyfailwhenitcomestoqualityoriftheyareincompetent.Itcanbesaidthatbrandsarecapabletosurviveinevenharderconditions.However,wemustacknowledgethatpeoplearenotnaïve,notsoeasilymanipulatedandtheywillnotsupportabrandwhichmakesnoefforttoupholditself.Branding:marketi
6、ng’skeyinstrumentSincetimeimmemorial,goodsmanufacturershaveusedthebrandtodifferentiatetheirproducts.Throughbrand,productsarerapidlyidentifiedbyconsumersandwhentheywishtopurchasesomething,theycanrecognizemoreeasilythecovetedproducts.Recently,manufacturers’practiceofusingbrandshaswidelydeveloped.Nev
7、ertheless,abrand’sfunctionhasremainedunchanged:tofacilitateproductidentificationandtoofferconsumersfreedomofchoice.Brandhasexpandedinvariousdirections:Firstly,intellectualpropertyhasbeenlegallyrecognized:labels,d
