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1、毕业论文（设计）外文翻译题 目： 中小企业自主品牌建立初探 一、外文原文标题：Buildingbrandidentityincompetitivemarkets:aconceptualmodel原文：IntroductionBuildingabranddrivencultureisalifelongcommitmenttoamindsetandawayoflifethattakestime,planningandperseverancethatproducesintangibleoutputswhichincludegreat
2、ercustomersatisfaction,reducedpricesensitivity,fewercustomerdefections,agreatershareofcustomers'wallets,morereferrals,andahigherpercentageofrepeatbusiness(Knapp,2000).Customersvaluetheirrelationshipswiththeirbrandedpossessionsandwithmarketingagentsandinstitutionsthatownandmana
3、gethebrand(Alexander etal.,2002).Thebrandidentityneedstofocusonpointsofdifferentiationthatoffersustainablecompetitiveadvantagetothefirm.Brandidentityisbasedonathoroughunderstandingofthefirm'scustomers,competitors,andbusinessenvironment.Thebrandidentityneedstoreflectthebusiness
4、strategyandthefirm'swillingnesstoinvestintheprogramsneededforthebrandtoliveuptoitspromisetocustomers(AakerandJoachimsthaler,2000).Strongbrandsenjoycustomerloyalty,thepotentialtochargepremiumprices,andconsiderablebrandpowertosupportnewproductandservicelaunches.Companiesneedtoha
5、vethoroughunderstandingofcustomerbeliefs,behaviors,productorserviceattributes,andcompetitors.ThispaperpresentsaconceptualframeworkintheformofPCDLmodelforbuildingbrandsthatisbasedonliteraturereviewandcasestudiesofveryprominentbrandsinIndia.Themanagerialimplicationsoftheconcepts
6、emphasizedareexplainedinthediscussionsectioninthepaper.EstablishingbrandidentityBrandidentityisauniquesetofbrandassociationsimplyingapromisetocustomersandincludesacoreandextendedidentity.Coreidentityisthecentral,timelessessenceofthebrandthatremainsconstantasthebrandmovestonewm
7、arketsandnewproducts.Coreidentitybroadlyfocusesonproductattributes,service,userprofile,storeambienceandproductperformance.Extendedidentityiswovenaroundbrandidentityelementsorganizedintocohesiveandmeaningfulgroupsthatprovidebrandtextureandcompleteness,andfocusesonbrandpersonali
8、ty,relationship,andstrongsymbolassociation.Tobeeffective,abra
