资源描述：
《品牌战略管理-外文翻译》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。
1、外文翻译原文StrategicBrandManagementMaterialSource:TheNewStrategicBrandManagementAuthor:Jean-NoelKapfererPartOne:ThenewrulesofbrandmanagementWhatisactuallynewinstrategicbrandmanagement?Sincethe1990scompanieshavebeenwellawarethatbrandsareanasset,andthatconsequentlytheyshou
2、ldalwaysbereinforcedandnurturedbytangibleinnovationsandintangibleaddedvalues.The10keyprinciplesofstrategicbrandmanagementareknown:1.Capitaliseonafewstrategicbrands,whichallconveyabigidea,avision,andaredrivenbythedesiretochangethecustomer’slife.Nobrandshouldbewithout
3、astrongintangiblecomponent.2.Nestallvariantsandsub-brandsunderthesemega-brands,tonurturethem.3.Actasaleaderandbepassionateaboutincreasingthestandardsofthecategory.4.Sustainallbrandsbyaconstantflowofinnovations(product,serviceetc)inlinewiththeirpositioning.5.Createdi
4、recttieswithyourendcustomerstodeepenthelinkandtheattachment,especiallyinmarketswherethetradepushesitstradebrands.Infactthemaincompetitorofmanyaso-calledstrongbrandisnowthetradebrand.6.Deliverpersonalisedservices.7.Rewardcustomers’involvementtomakethembecomeactivepro
5、motersofyourbrand,notsimplyloyalists.Wordofmouthisindeedtherealsignofsuccess:whencustomersbecomeactiveambassadorsbecausetheyfeelpassionateaboutthebrand–asaresultofwhatitdidtothemandthecommunityofvalues.Reichheld(2006)hasshownthattherateofpromotersamongthecustomerbas
6、eisdirectlycorrelatedtothegrowthrateofthecompanyorthebrand.8.Encouragecommunitiesthatshareyourvalues.9.Quicklyglobalisethebrandanditsproducts.810.Beethical:bigisnotbeautifulanymore,andconsumershavebecomecynicalaboutsize.Donotonlyadoptrapidlytheperspectiveofindividua
7、lbenefits,alsotakeintoaccountcollectivebenefits(recyclableproducts,organicingredients,ethicalandsustainabletrade,helpingthepoor,etc).PartTwo:BrandidentityandpositioningAbrandisnotthenameofaproduct.Itisthevisionthatdrivesthecreationofproductsandservicesunderthatname.
8、Thatvision,thekeybeliefofthebrandsanditscorevaluesiscalledidentity.Itdrivesvibrantbrandsabletocreateadvocates,arealcultandloyalty.Modernco
