资源描述：
《品牌策略外文翻译》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、外文文献翻译Nike,lining,foreveryone,isafamiliarsportsbrand.IntheUnitedStates,havehighamountedto70%TeenDreamistohaveapairofNikeshoes.LiningistheChinasportinggoodsindustryleader.InthispaperwewillfromNike,Nikeliningliningthedevelopmentthecorevaluetodiscussthelininga
2、ndNikeintheculturaldifference.WethenaimingattheNikeliningthepolitics,economy,culture,technologyandotheraspectsofthemacroscopicenvironmentanalysis.Inthebrandpositioning,Nikeandliningareonlyusedaself-expressionpositioning,Nike'ssloganis"Justdoit",liningwasrep
3、lacedwithanewslogan"MaketheChange(makechangehappen)"replacedtheoriginal"Anythingispossible(everythingispossible.)".Thereisalsotheopportunitytodevelopproductssuchassportwear,sunglassesandjewellery.Suchhighvalueitemsdotendtohaveassociatedwiththem,highprofits.
4、Thebusinesscouldalsobedevelopedinternationally,buildinguponitsstrongglobalbrandrecognition.Therearemanymarketsthathavethedisposableincometospendonhighvaluesportsgoods.Forexample,emergingmarketssuchasChinaandIndiahaveanewrichergenerationofconsumers.Therearea
5、lsoglobalmarketingeventsthatcanbeutilisedtosupportthebrandsuchastheWorldCup(soccer)andTheOlympics.ProductdevelopmentoffersNikemanyopportunities.ThebrandisfiercelydefendedbyitsownerswhomtrulybelievethatNikeisnotafashionbrand.However,likeitornot,consumersthat
6、wearNikeproductdonotalwaysbuyittoparticipateinsport.Somewouldarguethatinyouthcultureespecially,Nikeisafashionbrand.Thiscreatesitsownopportunities,sinceproductcouldbecomeunfashionablebeforeitwearsouti.e.consumersneedtoreplaceshoes.Lining,Nikeistakeself-expre
7、ssionwayofpositioning,canexhibittheuniquebrandimage,promoteauniquepersonality,sothatthebrandhasbecometheexpressionofconsumerpersonalvalues,selfexpressionofacarrierandmedia.LiningandNiketargetcustomersareyoungpeople,isasimilarconsumergroups.Buttheyallhavethe
8、irownoneisfromtheUnitedStatesforeignbrands,isadomesticnationalbrandistheycanbesuccessful,becausetheyareusedfortheirownvariouspositioningandmarketingstrategies.Themarketforsportsshoesandgarmentsisveryco
