对未来品牌化的思考【外文翻译】

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1、外文翻译原文AviewonthefutureofbrandingMaterialSource：GlobalBrandStratergyAuthor：SiccovanGelderThetraditionalperceptionofbrandinghasbeenshortsightedandhascastbrandsasbeingcynicallymanipulative.Thisisduetoanoverlyskewedattentiontoonegroupofstakeholders,namelyshareholders.Itistimeforbrandstoprovetheirw

2、orthtoconsumers,theirguidancetoemployeesandbusinesspartnersand,asaresultoftheseactivities,theirvaluetoshareholders.TheauthorisfounderofBrandMeta,abrandstrategyandplanningconsultancyinAmsterdam,theNetherlands.Hehasoveradecadeofexperiencewithworldwideresearchandconsultancyonmajorbrands.WHYBRANDI

3、NGMAYBEINPERILBrandsandbrandingarehottopics.Itisalmostimpossiblenowadaystoopenanyseriousnewspaperormagazine(betheygeneralorspecialist)withoutcomingacrossanarticlethattoutstheimportanceandvalueofbrands.Theargumentsusedtosupportthisassertiongenerallyrunsomethinglikethis:(1)Productsandserviceshav

4、ebecomesoalikethattheyfailtodistinguishthemselvesbytheirquality,efficacy,reliability,assuranceandcare.Brandsaddemotionandtrusttotheseproductsandservices,thusprovidingcluesthatsimplifyconsumers’choice.(2)Theseaddedemotionsandtrusthelpcreatearelationshipbetweenbrandsandconsumers,whichensurescons

5、umers’loyaltytothebrands.(3)Brandscreateaspirationallifestylesbasedontheseconsumerrelationships.Associatingoneselfwithabrandtransferstheselifestylesontoconsumers.(4)Thebrandedlifestylesextolvaluesoverandabovethebrands’productorservicecategorythatallowthebrandstobeextendedintootherproductandser

6、vicecategories.Thussavingcompaniesthetroubleandcostsofdevelopingnewbrands,whileenteringnewlucrativemarkets.(5)Thecombinationofemotions,relationships,lifestylesandvaluesallowsbrandownerstochargeapricepremiumfortheirproductsandservices,whichotherwisearebarelydistinguishablefromgenerics.Ifthesear

7、etheargumentsforbrandingthenitisnowonderthatbrandsareincreasinglyconsideredmanipulativeexploitativeandobjectionable.Withfriendslikethese,whoneedsenemies?Brandingappearstobeaimedatshort-termenrichmentofcorporationsandtheirshareholders.Co