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1、外文翻译原文BuildingStrongBrandBetterFaster,andCheaperAnnualReportsofArnoldSaksAssociates2002AmoldSaksAssociateGrowthisthetoppriorityformostcompaniestoday.Withthisinmind,manyCEOsareturningtotheirbrandsasimportantelementstojumpstartgrowthandprofitability.Theyaretakingthisp
2、athbecausetheyrecognizethatstrongbrandshavehistoricallybeenassociatedwithacceleratedrevenuegrowthandimprovedreturnstoshareholders.Theyknowthatstrongerbrandsarerewardedwithhigherdegreesofcustomerloyaltyandhigherpricepremiumsandthattheabilitytoleveragestrongbrandsisak
3、eysuccessfactorenablingcompaniestolaunchnewbusinesses.ButCEOsarenotonlypushingforstrongbrands,theyarealsodemandingthattheyrebuiltandmaintainedbetter,faster,andcheaper.Butthisdemandforstrongbrandsbetter,faster,andcheaperpresentsarealchallenge,sincetheenvironmentforbu
4、ildingstrong,distinctivebrandshasneverbeenmoredifficult.Thebarhasrisenbecauseofanincreasingconvergenceinbothproductandservicelevelsinmostcategories,makingithardertosustaindistinctivebrands.Intandem,asbrandsareexposedacrossincreasingnumbersof“touchpoints”,customersar
5、emoreawareofpositiveandnegativebrandexperiences,andtheseexperiencesarethenbroadcastquicklybywordofmouth.Inthisenvironment,somestellarbrandshaveflourished,likeStarbucksandSaturn,butmanymore,suchasUnitedAirlinesandKmart,havefallenonhardertimes.And,justasthepressuresfr
6、omWallStreetrequirecompaniestodeliverresultsfaster,thecostsofbrandbuildinghavebeenescalatingquickly.Mediabudgetshaveoftenbecomecolossalinordertoriseabovetheclutter,challengeaudienceskepticism,andbreakintocustomers’consciousness.Further,therequirementforsubstantialne
7、arterminvestmentsandresultsmeansthatmanycompaniesfacesignificantresourceandtimingconstraints.Theupshotisthatmanyeffortsarestarvedbeforetheydeliver.Still,webelievethedemandfromCEOstobuildbrandsbetter,faster,andcheapermakesalotofsense.Indeed,theeconomicsoftheirbusines
8、sesusuallydictatethattheyhavelittlechoice.Buttheapproachtobuildingbrandsandtodevelopingbrandstrategymustchangetothriveinthisnewenvironment