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1、外文翻译原文Title:BrandLeadershipMaterialSource:NewYorkTheFreePressAuthor:Aaker,DavidABrandmanagementistheapplicationofmarketingtechniquestoaspecificproduct,productline,orbrand.Itseekstoincreasetheproduct’sperceivedvaluetothecustomerandtherebyincreasebrandfranchiseandbran
2、dequity.Marketersseeabrandasanimpliedpromisethatthelevelofqualitypeoplehavecometoexpectfromabrandwillcontinuewithcompetingproductsmorefavorable.Itmayalsoenablethemanufacturertochargemorefortheproduct.Thevalueofthebrandisdeterminedbytheamountofprofititgeneratesforthe
3、manufacture.Thiscanresultfromacombinationofincreasedsalesandincreasedprice,and/orreducedCOGS(costofgoodssold),and/orreducedormoreefficientmarketinginvestment.Alloftheseenhancementsmayimprovetheprofitabilityofabrand,andthus,“BrandManagers”oftencarryline-managementacc
4、ountabilityforabrand’sP&L(ProfitandLoss)profitability,incontrasttomarketingstaffmanagerroles,whichareallocatedbudgetsfromabove,tomanageandexecute.Inthisregard,BrandManagementisoftenviewedinorganizationsasabroaderandmorestrategicrolethanMarketingalone.Theannuallistof
5、theworld’smostvaluablebrands,pulishedbyInterbrandandBusinessWeek,indicatesthatthemarketvalueofcompaniesoftenconsistslargelyofbrandequity.ResearchbyMcKinsey&Company,aglobalconsultingfirm,in2000suggestedthatstrong,well-leveragedbrandsproducehigherreturnstoshareholders
6、thanweaker,narrowerbrandsseriouslyimpactshareholdervalue,whichultimatelymakesbrandingaCEOresponsibility.ThedisciplineofbrandmanagementwasstartedatProcter&GamblePLCasaresultofafamousmemobyNeilH,McElroy.Principlesofbrandmanagement Agoodbrandnameshould: •beprotected(
7、oratleastprotectable)uddertrademarklaw. 6 •beeasytopronounce •beeasytoremember. •beeasytorecognize. •beeasytotranslateintoalllanguagesinthemarketswherethebrandwillbeusedattractattention •suggestproductbenefits •suggestthecompanyorproductimage •distinguisht
8、heproduct“spositioningrelativetothecompetition •beattractive. Typesofbrands>premiumbrand>economybrand>fightingbrand>corporatebranding>ind
