如何应对品牌老化[外文翻译]

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1、毕业论文外文翻译标题：HowToCopeWithAgingBrands原文：Thestoryofbrandsgettingoldisastoryofrelevance.Individualbrands,orevenwholecategories,thatwereonceimportantforaparticularconsumersegment，becomeirrelevantassocietyevolvesandtasteschange.Inthepast,oneofthemostcommonsituationsinwhich"b

2、randsagedbadly"revolvedaroundstrongassociationswithnationalpride.Manybrands,suchasUSautomakersFordandGM,oncesuccessfullyownedthisspace.Overtime,however,thekindofbrandattributesthattheywereassociatedwithlosttheirimportanceaspurchasedrivers.Thiswasduetoadiversesetofreali

3、ties.MorerelevantattributesemergedsuchastheriseoftheJapanesemanufacturerToyota'sreputationforqualityintheUS,thelackofrelevanceinnationalpridetonewgenerationsofconsumersandeventheemergenceofa"global"mindset，inwhichconsumerswerewillingtotrynewthingsfromothermarkets.Theri

4、seofnewgenerationsofconsumers—withnewideasandevolvingneedsandwants—meantthatalthoughtheselegacynationalprideassociatedbrandsretainedtheirdistinguishingcharacteristicsfromtheircompetitors,theirattributeswerenolongerrelevant.ThissituationhasbeenfacedbyalotofEuropeanbrand

5、sincategoriessuchasretail,airtravel,telecommunications,andmanyothersinwhichstrongbrandsdifferentiatedthemselvesbyemphasizingtheiroriginandroots:brandslikeFranceTelecom,BritishAirways,orMarks&Spencer.AcurrentexampleofthissituationisobservedatWaitrose,theupscaleUKgrocery

6、retailer.Withthecreditcrunch,mainstreamconsumersegmentsaremovingawayfrompremiumpriceproductsastheyrecognizethatacceptablequalityexistselsewhere.Theethicaland"Britishgrown"partoftheequityofWaitroseisnotrelevantenoughtoconsumers,whoareswitchingtocheaperandevento"foreign"

7、brandssuchastheEuropeanharddiscountretailers,AldiandLidl,thatareperformingquitestronglyintheUKmarket.BrandssuchasWaitrosenowfaceatoughquestion:ShouldIcompletelylosemycurrentbrandequityassociationsoIcanbecomerelevanttonewconsumers?Theanswertothisquestionisusuallynobrand

8、sneedtoevolvetheirlegacytomakesurethethingsthatdifferentiatethemfromtheircompetitorsarecomplementedbymorerelevantpurc