资源描述:
《品牌和品牌【外文翻译】》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、本科毕业论文(设计)外文翻译原文:BrandsandBrandingThetwenty-firstcenturyhasseencompaniesrecognizethepowerofastrongbrand.Atthetimewhentheglobaleconomyissubjecttochangingmarketdynamicsandheightenedcompetition,theroleofbrandsinthecommercialdomainhasneverbeengreater.Furthermore,w
2、iththewarintheMiddleEastcausingpoliticalandeconomicunease,investors,customers,andemployeesarequestioningwhomtheycantrust;theabilityofafamiliarbrandtodeliverprovenvalueisundeniable(Khermouch,2002).Brandsandbrandmanagementhavebeenkeyfocalareasforacademicsandprac
3、titionersalike.Theabilityofastrongbrandtodifferentiateitselffromsimilarcompetitorsisnotinquestion.Nonprofitbrandingappearstohavecomeofage.TheHabitatforHumanitybrand,forexample,wasrecentlyvaluedat$1.8billion(Quelchet al.,2004)reinforcingthesignificanceoftheprac
4、ticeofbrandingtononprofitorganizations.Itisarguedthatsuchrecognitioniswelloverdue.Historically,nonprofitshavebeenrelativelyslowtoadoptbrandingpracticesbecauseofdifficultiesincommittinginternalstakeholderstotheprocess(Grounds&Harkness,1996)andaperceptiononthepa
5、rtofsomenonprofitmanagersthatbrandingistoo“commercial”orevenimmoral(Ritchieet al.,1998).Furthermore,therehasbeenconcernthatformallyrecognizingacharityasabrandmayhaveanegativeimpactondonationsaspotentialdonorsmaybelievethosetobeunjustifiableexpensesandinappropr
6、iateuseofdonors’moneyinvolvedinbranding(Grounds,2005).Despitethisunderlyingreticencetouse“commercial”terminology,nonprofitorganizationshaveincreasinglybeenconcernedwiththemaintenanceofaconsistentstyleandtoneofvoiceandensuringthataconsistentpersonalityisproject
7、ed(Tapp,1996).Furthermore,Grounds(2005)arguesthatsuchpracticesaretheveryessenceofbrandmanagement,irrespectiveofwhetheranorganization’smanagementchoosestocallthemassuch.DefinitionTherearevariousdefinitionspresentedinthebrandingliteraturelargelybecauseasbrandsha
8、veevolvedinthelast century,theyhavebecomeacomplexmeansof,sometimesunspoken,communicationbetweenthebrandownerandtheconsumer.Eachdefinitiontendstoemphasizeratherdifferentdimensionsof