企业品牌建设：一个方法论

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1、毕业论文（设计）外文翻译题　　目：　　　　　　　企业品牌建设初探　　　　　　　　　　　　　　　　　　一、外文原文标题：CorporateBrandBuilding:AMethodology原文：BRANDBUILDINGVSREPUTATIONMANAGEMENTTheauthorhasalwaysfoundtheterm'reputationmanagement'alittlelimp.Itdoesnotpassthecocktailpartytest.Ifsomeoneaskedatthemetaphoriccocktailparty'Whatdoy

2、oudo?'Theauthorwouldnotimaginesaying'Oh...Imanagereputations'.Putbluntly,asaclientandnotaconsultantitwouldseemwastefultopaygoodmoneyforsomeoneto'managemyreputation'.Itsoundslikesomethingtobedoneforoneself-notlefttosome-oneelse.Anditdocsnotsoundespe-ciallydynamic.Ontheotherhand,pa

3、yingsomeoneto'buildmybrand'soundsaltogethermoreenergeticanduseful.Thatisoneofthereasonswhytheauthor'scompanyevolveditsstraplinefrom'PRsolutionstomarketingpro-blems'to'buildingcorporateandpro-ductbrands'.Theotheristhatitbetterexpresseswhatthefirmnowdoesasaconsultancy:corporateaswe

4、llasmar-ketingPR.Theidentityshiftdid,how-ever,presenttwoproblems.First,wedidnotwanttoalienateclientswhodidnotseetheirorganisa-tionsasbrands.Muchofourbusinessisinthepublicsector.Wedonotyetliveinaworldwheregovernmentbodiesseethemselvesasbrands(althoughwiththereinventionoftheLabourP

5、artyitmayonlybeamatteroftime).Puttingthe'corporate'before'product'inthestraphelped.Theterm'productbrand'leadsontoconsumerPR,whichisonlypartofourwork.Secondly,itbeggedthequestion-ifweareabrand-buildingPRfirm,thenhowexactlydowebuildbrands-especiallycorporatebrands?Weneededtopackage

6、whatwewerealreadydoingacrossthefirmindiffer-entwaysintoabestpracticemethodol-ogyavailabletoourstaff.Whatfollowsisbasedoninternalseminarpresentationsaboutthismethodology.WHATAREBRANDSFOR?Whatjobofworkdobrandsdo?DavidOgilvyfamouslyandsuc-cinctlypointedtothepowerofemo-tionastheonlys

7、ustainabledifferentiatorinpromotingacompany,recognisingthatpeoplebuywiththeirheartasmuchastheirhead.Attheriskofteachinggrandmotherstosuckeggs,itisreproducedbecauseofitscriticalimportance:"Acompanywithapriceadvantagecanbeundercut.Acompanywithaperformanceadvantagecanbeoutflanked.Bu

8、tacompanywithanemotionaldifferencecanpot