[雙語翻譯]品牌外文翻譯--將公司品牌化作為競爭力的一個因素——與工程管理的相關性（英文）

1、 Procedia Engineering 165 ( 2016 ) 1563 – 1567 Available online at www.sciencedirect.com1877-7058 © 2016 Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creati

2、vecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of the scientific committee of the 15th International scientific conference “Underground Urbanisation as a Prerequisite for Sustainable Development

3、doi: 10.1016/j.proeng.2016.11.894 ScienceDirect15th International scientific conference “Underground Urbanisation as a Prerequisite for Sustainable Development” Branding companies as a factor of competitiveness - relev

4、ance for the engineering management Boban Melovi?a*, Alexander Ishkov b, Marina Romanovichc a Faculty of Economics Podgorica, Jovana Toma?evi?a, 37, Podgorica, Montenegro bMoscow State University of Civil Engineering, Y

5、aroslavskoye shosse 26, Moscow, 129337, Russia cPeter the Great St. Petersburg Polytechnic University, Polytechnicheskaya 29, St. Petersburg, 195251, Russia Abstract In modern business conditions, brand represents a ver

6、y important source of corporative competitiveness and a power means of retaining existing customers and attracting the new ones. Business success is determined by good relations with customers, profitable in long term,

7、 which directly influences the profit increase. Buyers who identify the source of the product or producer with the brand, have by all means the benefits from brands. Creating the brands exactly represents one of ways of

8、 adding and realising special values of a product (service, organization etc). Brand does not only represent the object of sale, but also what that company does and what it is about, in fact! It is a significant part o

9、f the capital of the company which obtains power at the market and has a remarkable economic contribution. In one word, the issue of the brand is today the most significant function of the marketing, which cannot be bo

10、rn overnight, but is a result of hard work, investing and time. Taking all this into consideration, this concept received increasing attention in the field of engineering management. © 2016 The Authors. Published

11、 by Elsevier Ltd. Peer-review under responsibility of the scientific committee of the 15th International scientific conference “Underground Urbanisation as a Prerequisite for Sustainable Development Keywords: brand, br

12、and management, competitiveness, company, engineering management... * Corresponding author. Tel.: +382 20 241 545 E-mail address: bobanm@ac.me © 2016 Published by Elsevier Ltd. This is an open access article under

13、the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of the scientific committee of the 15th International scientific conference “Underground Urbanisation as a P

14、rerequisite for Sustainable Development1565Boban Melovi? et al. / Procedia Engineering 165 ( 2016 ) 1563 – 1567 ? Physical goods – Brand is traditionally connected with properties because it emerged in the field

15、of commodities. The significance of existing brands is important for all goods of final consuming but it is not less important when the market goods of reproductive consuming are concerned. Many companies realize the i

16、mportance of the brand concept because the financial success cannot be achieved only by intensive innovations and developing the attributes of the product. Marketing activities are becoming more and more remarkable for

17、 accomplishing and maintaining the success of the products of high technology. Modern concepts such as branding are applied by a lot of global and domestic companies (Gillette’s Mach, Kellogg’s Corn Flakes, Philip Morr

18、is’s Marlboro, etc.) ? Service – Since the services, unlike the products, are “intangible”, their quality mainly depends on people who are involved in the process of their offer. The concept of service branding should

19、 form a clear, recognizable image of a company which offers them, with positive associations and expectations. Due to the globalization and development of new technologies, services take over a dominant role, which sta

20、rt to be branded and promoted, but they cannot be applied on the same way as with products. The employees, i.e. those who represent the organization for consumers and buyers are the brand and the brand of the organizat

21、ion is being built based on them. Service branding is an excellent instrument of communication with consumers which can transfer the message that, for example, certain service packages depending on the client’s wishes

22、and needs are offered (each service package has its own name and it is recognizable). Examples of successful service branding would by all means be: German air company Lufthansa, Swiss insurance, Banca di Roma, Faculty

23、 of Economics Podgorica, etc. ? Retailing shop – Even on this field brand has an important communicative role because it should make the consumer interested and make him wish to buy exactly at that place, to satisfy h

24、is needs and expectations and form a loyal relationship with him. The most important contribution to creating the “adventure of buying” on the level of retailing is offering sensual experiences. “In order to be special

25、, brands require something more. They have to be “l(fā)oaded” so that they could give total sensual end emotional experience. In economic propaganda, visual product or service representing is not enough. It is worth money

26、to include symbols and affect the hearing – either by music or strong words. For making the impression stronger in total it is even better to act on other senses…” [4]: Examples of successful branding on this field wou

27、ld be: World chain of retailing De Spar, Swisslion sweet houses, Maxi supermarkets etc. ? Person – Branding concept is successfully applied to people, too in the way that certain people are being recognized based on u

28、nique image which can have both positive and negative conotation by the public. Applying the branding concept to people have sense especially when celebrities are concerned because they are constantly competing and fig

29、hting for acceptance and goodwill of the public. What is needed to point out is that a person as a brand should be distinguished from a person appointed and hired by a company to endorse a certain product, whose aim is

30、 impeling buying the product. (For example F. Totti – Vodafone, J. Aniston – Hineken etc). But, of course, personal brand is easily transferred to the product brand which is connected even to the brand of whole nation

31、(ex Ferrary's racing drive of Formula 1 – Michael Shumacher, Napoleon Bonaparta – France, John Kennedy – the USA, Adolf Hitler – Germany etc). Among a lot of world brands which are related to a person, we shall men

32、tion Madonna, David Beckam, Michaelangelo, Sofia Loren, Angelina Jollie ... ? Organization – gives importance to the brand concept and tries to form a unique image about itself in public through its programmes, activi

33、ties, products etc. For the process of creating the corporate brand, public relations have a dominant role. Corporate brand represents culture, system of values, people and strategies of the company to which it is rela

34、ted, so that it has a stron internal positive influence. Strong corporate brands can create “a sense of belonging” of the employees in a company and secure their positive attitudes towards the company itself and mutual

35、 goals. Significance of application of the brand concept was understood by both non – profit orjganizations, and those whose activities are sports, arts and entertainment, and whose representing is not so necessary (UN

36、ICEF, football clubs Roma, Barselona, films Harry Potter, Terminator etc). ? Place – Geographical location can also be branded, as well as product/service, company or a person etc. The power of branding is to create a

37、wareness about the location in people's minds and to elicit positive, desired associations. Tourism development, doing business, more and more people who put a part of their salaries aside in order to save money fo