欢迎来到天天文库
浏览记录
ID:348775
大小:47.00 KB
页数:7页
时间:2017-07-26
《奢侈品牌的独特的品牌推广面临的挑战【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:UniqueBrandExtensionChallengesForLuxuryBrandsAbstract:Thearticlewillexploretheimpactofbrandextensionsonthebrandequityofluxurybrands.Thefirstsectionisaconcisepresentationofexistingbrandequityconstructsfollowedbyabriefdescriptionofbrandextensions.Thesecondpartaddre
2、ssesthehistoryanddevelopmentoftheluxurymarket.Thenextsectionisdevotedtothesystematicreviewofresearchthathasaddressedindividualbrandequityelementsforluxurybrandssuchasattitudestowardsandperceptionsofluxurybrands.Aconceptualmodelexploringtheimpactofbrandextensionsisproposedaddressi
3、ngtheimpactofluxurybrandextensionsontheparentbrand‟sbrandawareness,brandimage,consumerperceivedattitudes,andconsumerperceivedbenefitsofluxurybrands.Thisarticlefinishesoffwithashortsectiononconclusionsandfutureresearch.CURRENTBRANDEQUITYCONSTRUCTSInthepast,companiesgainedacompetit
4、iveadvantagebyachievingeconomiesofscalethroughimprovedtechnologyapplicationsandimperfectmarketconditionswithrespecttoresourceallocationsuchaslabourandcapital.However,whatusedtobeamarketofsmallplayershasturnedintoaplaygroundformultinationalcompaniescompetingfortheworldmarket.Mosti
5、ndustrieshavebeenchallengedbydevelopmentssuchasanincreaseincompetitionandproductsaturation,increaseandfragmentationofmediaoptions,busierandmorepricesensitiveandsophisticatedconsumers.Thus,acommonstrategyistoacquirewell-knownconsumerbrands,whichcompaniespaylargeamountsfor.Abrandsi
6、magehasbecomeasalientresourceandpossiblesourcetogainacompetitiveadvantage.Anothercommonmotiveistoleveragethevalueofbrandsthroughbrandextensionsandincreaseoverallvalueofbrandandinvestment.Productextensionsalsoassistinmanagingtheincreasedcompetitionindistributionchannelsandrisingad
7、vertisingcost.BRANDEXTENSIONSInordertoincreaseabrandsequity,acommonstrategyistoextendbrands.Brandextensionsallowcompaniestoreducerisksandcostsoflaunchingnewproducts;increasesales/profitandmarketshare;andbeabletoaskapremiumprice.Theymayalsoenhanceandfacilitateabrandsawareness;incr
8、easetheconsumerperceivedvalueofbrand,wid
此文档下载收益归作者所有