资源描述：
《综合运用品牌分类的品牌建设【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、标题：Integratedbrandbuildingusingbrandtaxonomies原文：IntrodutionTheprocessofbuildingandsustainingbrandsischanging.Untiltheearly1990s,itwasanactivityprimarilyundertakenbyjuniorbrandmanagers,whofocussedontactics,regardedtheirpostsasgoodtraininggroundsandmovedonafterashorttenure(LowandFullert
2、on,1994).Withharsherenvironmentsforcingfirmstoworkhardertogrowprofits,ashiftisoccurringinthewayfirmsareorganizedforbrandmanagement(George,etal.,1994).Firmsarerestructuringaroundcustomersandtheprocessesthataddvaluetocustomers’consumptionexperiences.Thisisresultinginbrandmanagementbecomi
3、ngmoreofateam-basedactivity,managedatmoreseniorlevelsbypeoplewhoadoptamorestrategicperspective.Thestrengthofthisisthatabroadspectrumofskillscanberichlyfusedtoaddressthemyriadofcompany-wideissuesthatneedcoordinatingwhenimplementingbrandstrategy.However,becauseofteammembers’diversebackgr
4、ounds,thereisagreaterlikelihoodofdifferinginterpretationsaboutthenatureoftheirbrand(Assael,1992).Inthesesituationsfirmsmightnotbegainingmaximumbenefitfromharmonizingalltheactivitiesacrosstheirvaluechains,sincedifferentdepartmentsmaynotbeworkingtowardthesamegoal(cf.MintzbergandWaters’(1
5、982)formulatedversusrealizedstrategy).Asthispapershows,differentcategoriesofbrandsneedmanagingindifferentways.Unlessallmembersofthebrand’steamfullyappreciatethetypeofbrandtheyaremanaging,theymayindividuallybemakingincorrectassumptionsabouttheworktheirdepartmentshouldundertake,resulting
6、insuboptimalefficiency.Forexample,oneorganizationlaunchedasuccessfuldrinksbrandandafewyearslaterthendevelopedavariantwhichhadamoreup-marketpositioning.Thenatureofthisnewbrandvariantwaspoorlycommunicatedinternally,andbecauseofthis,someofthenationalaccountssalesteamadoptedaninappropriate
7、policyofpricediscountingtogaindistributionthroughsomeofthemajorgroceryretailers.Whenthefirmundertookanaudittoassessthevariant’spoorperformancetheyrecognizedtheneedforabrandtaxonomythatfacilitatesinternalcommunicationaboutthenatureoftheirdifferentbrands,andwhichhelpsdevelopamorecohere
