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ID:351564
大小:54.00 KB
页数:13页
时间:2017-07-26
《企业品牌建设:一个方法论【外文翻译】》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、毕业论文(设计)外文翻译题 目: 企业品牌建设初探 一、外文原文标题:CorporateBrandBuilding:AMethodology原文:BRANDBUILDINGVSREPUTATIONMANAGEMENTTheauthorhasalwaysfoundtheterm'reputationmanagement'alittlelimp.Itdoesnotpassthecocktailpartytest.Ifsomeoneaskedatthemetaphoriccocktailparty'Whatdoy
2、oudo?'Theauthorwouldnotimaginesaying'Oh...Imanagereputations'.Putbluntly,asaclientandnotaconsultantitwouldseemwastefultopaygoodmoneyforsomeoneto'managemyreputation'.Itsoundslikesomethingtobedoneforoneself-notlefttosome-oneelse.Anditdocsnotsoundespe-ciallydynamic.Ontheotherhand,pa
3、yingsomeoneto'buildmybrand'soundsaltogethermoreenergeticanduseful.Thatisoneofthereasonswhytheauthor'scompanyevolveditsstraplinefrom'PRsolutionstomarketingpro-blems'to'buildingcorporateandpro-ductbrands'.Theotheristhatitbetterexpresseswhatthefirmnowdoesasaconsultancy:corporateaswe
4、llasmar-ketingPR.Theidentityshiftdid,how-ever,presenttwoproblems.First,wedidnotwanttoalienateclientswhodidnotseetheirorganisa-tionsasbrands.Muchofourbusinessisinthepublicsector.Wedonotyetliveinaworldwheregovernmentbodiesseethemselvesasbrands(althoughwiththereinventionoftheLabourP
5、artyitmayonlybeamatteroftime).Puttingthe'corporate'before'product'inthestraphelped.Theterm'productbrand'leadsontoconsumerPR,whichisonlypartofourwork.Secondly,itbeggedthequestion-ifweareabrand-buildingPRfirm,thenhowexactlydowebuildbrands-especiallycorporatebrands?Weneededtopackage
6、whatwewerealreadydoingacrossthefirmindiffer-entwaysintoabestpracticemethodol-ogyavailabletoourstaff.Whatfollowsisbasedoninternalseminarpresentationsaboutthismethodology.WHATAREBRANDSFOR?Whatjobofworkdobrandsdo?DavidOgilvyfamouslyandsuc-cinctlypointedtothepowerofemo-tionastheonlys
7、ustainabledifferentiatorinpromotingacompany,recognisingthatpeoplebuywiththeirheartasmuchastheirhead.Attheriskofteachinggrandmotherstosuckeggs,itisreproducedbecauseofitscriticalimportance:"Acompanywithapriceadvantagecanbeundercut.Acompanywithaperformanceadvantagecanbeoutflanked.Bu
8、tacompanywithanemotionaldifferencecanpot
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