企业重塑品牌的原则[外文翻译]

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1、毕业论文（设计）外文翻译一、外文原文标题：Principlesofcorporaterebranding原文：LiteraturereviewIncorporatebranding,majorclassicworksincludeOlins(1978,1994),Gregory(1991),Dowling(1994),Fombrun(1996)andInd(1997).Althoughinvaluableandcreative,theytendtofollowarelativelytradition

2、almarketingcommunicationandplanningframework.Morerecentbooks(BalmerandGreyser,2003;Olins,2003;Ind,2004;Schultzetal.,2005;SchroederandSalzer-Morling,2006;deChernatony,2006)havefocusedonnuancessuchaslivingthebrand,theroleofexperiencesandinternalbranding.

3、Recentspecialissuesofjournalsonthetopichaveextendedthedebate(SchultzanddeChernatony,2002;Balmer,2003;Balmeretal.,2006;MelewarandKaraosmanoglu,2006).Althoughwerefertocorporatebrands,verysimilarpropertiesapplytoorganisationalbrands,servicebrands(Berry,20

4、00;deChernatonyandSegal-Horn,2003;deChernatonyetal.,2005)andretailerbrands(BirtwistleandFreathy,1998;BurtandSparks,2002;DaviesandChun,2002;MerrileesandFry,2002;AilawadiandKeller,2004),withahighdegreeofinterchangeabilityacrosstheterms.Onewayofsummarizin

5、gthecorporatebrandliteratureistocontrastthenatureofcorporatebrandswithproductbrands.Firstly,theorganizationfeaturesmorestronglyandexplicitlyincorporatebrands(HatchandSchultz,2003).Cultureandstructurearecriticalforcorporatebrands,notsimplyforimplementat

6、ionreasons,butasamajorpartofthebrandessence.Anotherwayofexpressingtheorganizationalaspectistoemphasizetheroleofinternalprocessesorinternalbrandingaspartofcorporatebranding(Bergstrometal.,2002;GappandMerrilees,2006;VallasteranddeChernatony,2006).Secondl

7、y,corporatebrandsarelikelytobemorecentralandstrategic,controlledbyhigher-levelmanagementsuchastheChiefExecutiveOfficer(HatchandSchultz,2003).Thirdly,corporatebrandsarelikelytobemoreabstract,representinghigher-ordervalues(likefreedomorpurity)comparedtom

8、orefunctionallybasedproductbrands(deChernatony,2002;Urde,2003).Fourthly,corporatebrandsaremorecomplex,withpotentiallydifferentbrandmeaningsacrossdifferentstakeholders(BalmerandGreyser,2002).Mostrelevantliteraturedealswithspecificissuess