如何应对品牌老化[文献翻译]

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1、毕业论文（设计）外文翻译标题：HowToCopeWithAgingBrands原文：Individualbrands,orevenwholecategories,thatwereonceimportantforaparticularconsumersegment,becomeirrelevantassocietyevolvesandtasteschange.Inthepast,oneofthemostcommonsituationsinwhich“brandsagedbadly”revolvedaroundstrongassociation

2、swithnationalpride.Manybrands,suchasUSautomakersFordandGM,oncesuccessfullyownedthisspace.Overtime,however,thekindofbrandattributesthattheywereassociatedwithlosttheirimportanceaspurchasedrivers.Thiswasduetoadiversesetofrealities.Morerelevantattributesemergedsuchastheriseoft

3、heJapanesemanufacturerToyota’sreputationforqualityintheUS,thelackofrelevanceinnationalpridetonewgenerationsofconsumersandeventheemergenceofa“global”mindsetinwhichconsumerswerewillingtotrynewthingsfromothermarkets.Theriseofnewgenerationsofconsumers—withnewideasandevolvingne

4、edsandwants—meantthatalthoughtheselegacynationalprideassociatedbrandsretainedtheirdistinguishingcharacteristicsfromtheircompetitors,theirattributeswerenolongerrelevant.ThissituationhasbeenfacedbyalotofEuropeanbrandsincategoriessuchasretail,airtravel,telecommunications,andm

5、anyothersinwhichstrongbrandsdifferentiatedthemselvesbyemphasizingtheiroriginandroots:brandslikeFranceTelecom,BritishAirways,orMarks&Spencer.AcurrentexampleofthissituationisobservedatWaitrose,theupscaleUKgroceryretailer.Withthecreditcrunch,mainstreamconsumersegmentsaremovin

6、gawayfrompremiumpriceproductsastheyrecognizethatacceptablequalityexistselsewhere.Theethicaland“Britishgrown”partoftheequityofWaitroseisnotrelevantenoughtoconsumers,whoareswitchingtocheaperandevento“foreign”brandssuchastheEuropeanharddiscountretailers,AldiandLidl,thatareper

7、formingquitestronglyintheUKmarket.BrandssuchasWaitrosenowfaceatoughquestion:ShouldIcompletelylosemycurrentbrandequityassociationsoIcanbecomerelevanttonewconsumers?Theanswertothisquestionisusuallyno.Brandsneedtoevolvetheirlegacytomakesurethethingsthatdifferentiatethemfromth

8、eircompetitorsarecomplementedbymorerelevantpurchasedrivers.Theyneedtoupgradethedifferentt