品牌与文化[外文翻译]

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1、毕业论文（设计）外文翻译题　　目：　浅谈企业的品牌文化建设　　　　　　　　　　　　　　　　　　　　　　　　一、外文原文标题：BrandandCulture原文：Thisisthefirstpaperinaseriesofpaperspresentinganewmodelofbranding,onewhichdrawsupontheanthropologicalconceptofculture.Itreplacestheoldmodelofaseparateandcontrollableexternalbrandimage—animagecre

2、atedtospeaktoconsumersonbehalfofacompany.Inthenewmodel,acompany’struevaluesreplacetheexternalbrandimage.WecallthisnewmodelBrandCulture.Notthatwe’relookingforaproprietarytermwecanputalittleafterand“monetize”oranything.Actually,wedevelopedthismodelwhiletryingtosolveourclients

3、’problemsand,atthesametime,whiletryingtofigureoutwherethisbrandingthingwasgoingnext.ThetheoryofBrandCulturewaspartlyinformedbyDouglasAitkin’sgroundbreakingbook,TheCullingofBrands,whichwasoneofthefirstbookstoapplyanthropologicaltheoryinunderstandinghowcertainbrandswork—specifi

4、cally“cult”brands.Whilecults,bydefinition,areexperiencedbythefew,everyhumanexperiencesculture,andeverybrandhasthepotentialtodevelopabrandculture.OurconceptofBrandCulturehasalsobeeninformedandvalidatedbytherecentwritingsofsomereallybrightanthropologistswhoarestudyingthewaycon

5、sumersusebrands.Andwelovereadingreallybrightanthropologists.Brandcanpromotethegrowthoftheenterprise.Intheneweconomicaltime,marketingofthebiggestproblemsishowtoestablishandmanageanenterprise'sbrand.Whoeverhasastrongbrand,thecompetitionwillhavethecapital.Inthefuturemarketingi

6、sthebrandnameofthewar.Corporatebrandfromunknowntodevelopintoafamousbrand'ssuccessisasmalltolargeprocess,andtheenterpriseisthegrowthofthelife correspondingbrandstrategyandthefocushasdifferentcharacteristics.Brandsoccupyanincreasinglyprominentplaceinthemanagerialmindaswellast

7、heculturallandscape.Recentresearchhasshownthatbrandsareinterpretedorreadinmultipleways,promptinganimportantandilluminatingreconsiderationofhowbranding"works,"andshiftingattentionfrombrandproducerstowardconsumerresponsetounderstandhowbrandinginteractswithconsumerstocreatemea

8、ning.Largelymissingfromtheseinsights,however,isanawarenessofbasicculturalprocesses