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1、外文翻译原文Brandgovernance:TheNewAgendainbrandmanagementMaterialSource:JournalofBrandManagementAuthor:Helm,Clive;Jones,RichardItisnowalmostaclichétosaythatformanyorganisations,especiallythoseinmatureindustries,brandsaretheirmostvaluableassets,whetheratthecorporateorproductlev
2、el.Awarenessofthevalueofbrandshasgrowninrecentdecades,particularlythroughoutthe1980smergersandacquisitionsfrenzy,whichpromptedsomeconsumergoodscompaniestobecomealerttotheequityheldintheirbrandsandbeginvaluingthemonbalancesheets,atrendthathasbeenadoptedmorewidely,accounti
3、ngconventionspermitting.Asisoftenpointedout,astrongbrandcreatessuperiorvalueandcompetitiveadvantagethatissustainableand,ifwellmanagedandnurtured,canbealong-termsourceoffuturevalue.Althoughotherkeyresourcesmayhavefinitelives–materialassetsandresearchanddevelopmentwillbeam
4、ortised,keypeoplemayleaveandproprietarytechnologiesbecomecommodities–asuccessfulbrandisalong-termstrategicasset.Ofcourse,noneofthisisnew.Althoughsomesectorssuchaspublicandnon-profitmaystillbemovingupthelearningcurve,others,particularlythefast-movingconsumergoodsindustry,
5、havelongbeenconsciousoftheimportanceofbrandsaskeyassetsandthecriticalitytocorporatewellbeingattachedtomanagingthemsuccessfully.Asaresult,thereisnowaconsiderablebodyofpractitionerexpertiseandacademictheorythatcanbebroughttobearincreating,buildingandvaluingbrandequity.Howe
6、ver,whatisnewisagrowingrealisationthatthisequityheldinbrands,whichformsanever-increasingproportionofmanycompanies’balancesheets,stockmarketworthandisaprimesourceoftomorrow’scashflow,increasinglyneedstobesafeguardedandsecuredagainstrisk.ThisspecialissueoftheJournalofBrand
7、ManagementonBrandGovernanceisthereforetimely.ButwhyhasawarenessofthewholeissueofBrandGovernancegrowninrecentyears?Wesuggestthattherearesixmajor,overarchingreasonsthatpresentgrowingchallengesandthreatstobrandequityforthefuture:1.Moreuncertainandfiercelycompetitiveindustry
8、environments:Itisnosecretthat,overthepastfewdecades,manyindustrieshavebeencharacterisedbyovercapacity,d
