资源描述：
《品牌策略-外文翻译》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、外文翻译原文Title:BrandStrategyMaterialSource:MarketingandManagementAuthor:Philip.KotlerStandingoutamidamassivechorusofcompetitorsisachallengeforanycompanyintoday’sbusinessclimate.Wantevidence?Lookatanymagazine,TVshoworsurftheInternet.Thenumberofoffersandsalespitchesonerece
2、ivesonadailybasisissimplystaggeringandincreasinglyineffective.It’snowonder,then,whybusinessesareseekingnewandmoreeffectivewaysofincreasingtheinfluenceoftheirbrandstrategyinthemarketplace.Astrongbrandstrategycanincreasetheawarenessofacompanyanditsofferingsinsuchawaytha
3、testablishesstrongfeelingsandreactionsandafavorableviewtowardsthecompanyasawhole.Tocreatethissortof“brandawareness”inyourmarket,ittakesskillfulBrandStrategyknow-how.Successfullyout-brandingyourcompetitorsisacontinuousbattlefortheheartsandmindsofyourcustomers.Thepropos
4、itionyourbrandstrategymakesmustbeverycompelling,attractiveanduniqueamongcompetitiveofferings.Thepropositionmustalsobeconsistentlyreinforcedthroughoutallphasesofanorganization,fromseniorexecutivestocustomerservice,researchanddevelopment,businessdevelopmentandevenyourbu
5、sinesspartners.Whatentailsacomprehensiveandeffective“BrandStrategyprocess?”That’samuchlongeranswerthanwhatwehavespaceforhere,plusitvariesfromindustrytoindustry,butherearesomeverybasicguidelinesaboutwhatmakesagoodBrandStrategy.BrandStrategy—what’sthebigdeal?BrandStrate
6、gyisnothingnew.Yet,theexpectationsconsumershaveforaproductorservicetheybuyisstrongerthanit’severbeen.Thisiswhycompaniesinterestedinlong-termsuccessmustcreatethemostpromising,targetedbrandexperiencepossible.Whetheryouknowitornot,youalreadyhaveabrand,andyourcustomersare
7、havinga“brandexperience”whentheyinteractwithyou,whetheritbewithyourproductsandservicesorthepeopleinyourcompany.Inordertocraftthis“brand4experience”inacalculatedwaythatisbeneficialforyourcompany,youmusthaveastrongunderstandingaboutwhatexactlyabrandis.BrandistheAlphaand
8、Omega，Inotherwords,brandisthetotalityofyourcompanyanditsbusiness.“Abrandisthesumofthegood,thebad,theuglyandtheoff-strategy,”
