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1、毕业论文(设计)外文翻译标题:HowToCopeWithAgingBrands原文:Individualbrands,orevenwholecategories,thatwereonceimportantforaparticularconsumersegment,becomeirrelevantassocietyevolvesandtasteschange.Inthepast,oneofthemostcommonsituationsinwhich“brandsagedbadly”revolvedarounds
2、trongassociationswithnationalpride.Manybrands,suchasUSautomakersFordandGM,oncesuccessfullyownedthisspace.Overtime,however,thekindofbrandattributesthattheywereassociatedwithlosttheirimportanceaspurchasedrivers.Thiswasduetoadiversesetofrealities.Morerelevanta
3、ttributesemergedsuchastheriseoftheJapanesemanufacturerToyota’sreputationforqualityintheUS,thelackofrelevanceinnationalpridetonewgenerationsofconsumersandeventheemergenceofa“global”mindsetinwhichconsumerswerewillingtotrynewthingsfromothermarkets.Theriseofnew
4、generationsofconsumers—withnewideasandevolvingneedsandwants—meantthatalthoughtheselegacynationalprideassociatedbrandsretainedtheirdistinguishingcharacteristicsfromtheircompetitors,theirattributeswerenolongerrelevant.ThissituationhasbeenfacedbyalotofEuropean
5、brandsincategoriessuchasretail,airtravel,telecommunications,andmanyothersinwhichstrongbrandsdifferentiatedthemselvesbyemphasizingtheiroriginandroots:brandslikeFranceTelecom,BritishAirways,orMarks&Spencer.AcurrentexampleofthissituationisobservedatWaitrose,th
6、eupscaleUKgroceryretailer.Withthecreditcrunch,mainstreamconsumersegmentsaremovingawayfrompremiumpriceproductsastheyrecognizethatacceptablequalityexistselsewhere.Theethicaland“Britishgrown”partoftheequityofWaitroseisnotrelevantenoughtoconsumers,whoareswitchi
7、ngtocheaperandevento“foreign”brandssuchastheEuropeanharddiscountretailers,AldiandLidl,thatareperformingquitestronglyintheUKmarket.BrandssuchasWaitrosenowfaceatoughquestion:ShouldIcompletelylosemycurrentbrandequityassociationsoIcanbecomerelevanttonewconsumer
8、s?Theanswertothisquestionisusuallyno.Brandsneedtoevolvetheirlegacytomakesurethethingsthatdifferentiatethemfromtheircompetitorsarecomplementedbymorerelevantpurchasedrivers.Theyneedtoupgradethedifferentt