资源描述：
《独特的品牌战略【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StrategiesfordistinctivebrandsMaterialSource:JournalofBrandManagementAuthor:JudithLynneZaichkowskyABSTRACTBrandidentitycomplementsbrandequityanditformsanimportantpartofthestrategicmanagementofbrands.Identityelementsincludeawell-knownbrandname,logo,fonttype,symbols,colour,
2、shape,aswellasuniqueproductandbenefitdescriptions.Thesedifferentelementscancontributetodistinctconsumerperceptionsofvariousbrandsinthemarketplaceandhelptodifferentiatebrandsfromcompetitors.Brandmanagersneedtostartwithavisionofwhattheywanttheirbrandtorepresentandthenusetheapprop
3、riateidentityelementstobuildthebrand.Somebrandidentitycomponentsmaybeinfluentialtochoiceatthesubconsciouslevelofconsumers,andthereforetheunderstandingofindividualpsychologicalprocessesofperceptionandsocialmeaningisrequiredbybrandmanagers.Keywords:brandequity;brandidentity;logos
4、;brandnames;packagingINTRODUCTIONMuchliteratureintheareaofbrandinghasfocusedonbrandequityanditsimportancetostrongbrands.Althougheveryoneagreesthatunderstandingandcreatingbrandequityisessentialformarketing,verylittleacademicattentionispaidtounderstandingtheimportanceofbrandident
5、ityanditsrelationtobrandequityandbrandmanagement.Brandidentityisthevisualpictureandmeaningderivedfromthevisualimpactofthebrand.Fortheconsumertoidentifybrandswiththeirrespectivemanufacturers,thebrandsmustbesoldwithdistinctivefeaturessuppliedbythatparticularmanufacturer.Strongand
6、uniquelinkstoonesourceiswhatcomplementsandprotectsbrandsfrombeinginterchangeableinthemarketplace.Branddifferentiation,oridentity,maybeachievedthroughawell-knownbrandname,logo,typeface,symbol,colour,shape,distinctivedesignofthepackageorproduct,aswellasproductbenefitdescriptionsk
7、nownasuniquesellingpoints(USPs).Brandidentityisanimportantcomponentandcomplementtothebrandequitymodel,andisnotthesameasbrandequity.Brandidentitymayhavenothingtodowiththemoreabstractbrandassociationsofawarenessandloyalty,butithasalottodowiththeconsumer’sperceptionofthebrandandit
8、sattributes,eitherrealorimagined.Theseperceptionsmaysh
