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1、外文翻译原文Title:BrandLeadershipMaterialSource:NewYorkTheFreePressAuthor:Aaker,DavidABrandmanagementistheapplicationofmarketingtechniquestoaspecificproduct,productline,orbrand.Itseekstoincreasetheproduct’sperceivedvaluetothecustomerandtherebyincreasebrandfranchiseandbrandequity.Mar
2、ketersseeabrandasanimpliedpromisethatthelevelofqualitypeoplehavecometoexpectfromabrandwillcontinuewithcompetingproductsmorefavorable.Itmayalsoenablethemanufacturertochargemorefortheproduct.Thevalueofthebrandisdeterminedbytheamountofprofititgeneratesforthemanufacture.Thiscanres
3、ultfromacombinationofincreasedsalesandincreasedprice,and/orreducedCOGS(costofgoodssold),and/orreducedormoreefficientmarketinginvestment.Alloftheseenhancementsmayimprovetheprofitabilityofabrand,andthus,“BrandManagers”oftencarryline-managementaccountabilityforabrand’sP&L(Profita
4、ndLoss)profitability,incontrasttomarketingstaffmanagerroles,whichareallocatedbudgetsfromabove,tomanageandexecute.Inthisregard,BrandManagementisoftenviewedinorganizationsasabroaderandmorestrategicrolethanMarketingalone.Theannuallistoftheworld’smostvaluablebrands,pulishedbyInter
5、brandandBusinessWeek,indicatesthatthemarketvalueofcompaniesoftenconsistslargelyofbrandequity.ResearchbyMcKinsey&Company,aglobalconsultingfirm,in2000suggestedthatstrong,well-leveragedbrandsproducehigherreturnstoshareholdersthanweaker,narrowerbrandsseriouslyimpactshareholdervalu
6、e,whichultimatelymakesbrandingaCEOresponsibility.ThedisciplineofbrandmanagementwasstartedatProcter&GamblePLCasaresultofafamousmemobyNeilH,McElroy.Principlesofbrandmanagement Agoodbrandnameshould: •beprotected(oratleastprotectable)uddertrademarklaw. 6 •beeasytopronounce •be
7、easytoremember. •beeasytorecognize. •beeasytotranslateintoalllanguagesinthemarketswherethebrandwillbeusedattractattention •suggestproductbenefits •suggestthecompanyorproductimage •distinguishtheproduct“spositioningrelativetothecompetition •beattractive. Typesofbrands>
8、premiumbrand>economybrand>fightingbrand>corporatebranding>ind
