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ID:348743
大小:66.50 KB
页数:10页
时间:2017-07-26
《品牌战略的服装和纺织品市场【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:BrandStrategyintheClothingandTextileMarketEssenceofBrandTheconstantlychangingmarketposesnewchallengestoclothingenterprises,andtheclients’demandsarealsocontinuallyrising,andsoitisnecessaryeverynowandagaintoofferthemahigheraddedvalue.Thisaddedvalu
2、eisaproperlyplannedbrandstrategy,theso-calledbranding.Abrandimageisdefinedthroughitsselectedsymbolicpatterns.Themostimportantamongthesearethebrand’sname,logo,andcompositionofgraphicelementsandcoloursallassociatedwiththecompany.Itiscrucialforabrandbuiltontheseelem
3、entstogiveaclearmessagetothecustomeraboutthekindofcompanyheisdealingwith,whatitsproductisandwhotheclientsare.Alltheelementscomprisingabrandimagehavetobecloselyrelatedtotheideaandgoalsofthecompany.Thiscertainlyhelpsitspositiveidentification,andasaresultastrongandd
4、istinctimageiscreatedinthecustomers’mind.Itisimportantthatthecustomer’smindshouldabsorbandretainasmuchinformationaboutabrandaspossible;sometimelaterthisistranslatedintotherecognisabilityandprestigeofabrandonthemarket.Abrandproductoffersasenseofsafety,andguarant
5、eesqualityandreliability.Brandvaluesarefeaturesthatappealtotheemotionalsphereofhumanperception.Henceabrandisthemostvaluableassetofacompany,andcustomersatisfactionisthekeytoalong-termsuccess.Asconsumersmusthaveareasonforselectingthisgivenbrandfromamongmanyothers,
6、eachbrandshouldhaveamottoapartfromitsdistinctiveusability.Itisnecessarytodefinewhyitisdifferentandwhatitspositionis.BrandManagementUsingabrandstrategyispossibleintwocases.Thefirstiswhenacompanyoraproductalreadyexistsonthemarket;thesecondiswhenthecompanywantstoent
7、erthemarketandwishestomakeitselfknowntopotentialclients.Theactionscarriedoutinthefirstcasearesurelymucheasier.Ifaproductorafirmalreadyexistsonthemarket,moreorlessclientshavealreadyencounteredthebrandandhavetheirownconceptofit.Insuchacase,itisonlynecessarytolookfo
8、rsolutionswhichwouldenablethemtogainanadvantageovercompetitorsbytheiractionstrategy,stressingthevaluesexpectedbythetargetedmarketandreceivedpositivelybythem.H
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