[雙語翻譯]外文翻譯--品牌資產(chǎn)的價值

1、2350 英文單詞， 英文單詞，12500 英文字符，中文 英文字符，中文 3900 字文獻出處： 文獻出處：Procedia Economics and Finance 6 (2013) 444 - 448The Value of Brand EquityCamelia Budac, Lia BaltadorAbstractThis paper aims to be a brief presentation of brand equi

2、ty as a provider of strategic advantages for companies that own brands. Successful management of a brand must be focused on values capitalization so that these attributes could represent a natural extension of general pe

3、rception. The stated goal of any brand manager is to strengthen the brand values so that they may be easily recognizable and identifiable to the public.Keywords: brand; brand equity; brand valuation; best brands; perform

4、ance indicators.1. IntroductionBranding is designing and managing brands to increase their net value. This activity is also called brand management; either of these two definitions name basically the same thing stated ab

5、ove. In his book “Brand Simple“, Allen P. Adamson (2009) defines branding as “the execution and management of things that determine how people perceive the brand.“Like any other asset, brand management is very important

6、for the success of the company in the market. “If launched and supported effectively, the brand is a major corporate resource - sometimes the most valuable financial asset of an organization. The brand, as finance, inves

7、tment, human resources, research and development, marketing, information technology and other corporate resources, needs authority, rules, proper funding, commitment and management. If thus supported the brand-resource w

8、ill be as effective as any other resource, if not, the resource is exhausted.“(Olins 2009)Brand design, launch and management involve both human and financial resources and the cooperation of several professionals from d

9、ifferent disciplines such as design, marketing, human resources, finance and management. The brand consulting agency has the role of management and coordination in the process of branding and the general manager is the m

10、ain responsible within the company. Branding involves a well organized process, with clear stages, whose complexity varies only for reasons related to the size of the organization starting such a project. This process, t

11、ogether with its component stages, each stage specificities and deliverables that can be obtained at the end of each stage will be dealt with below. It is an accurate methodology that requires a mix of investigation capa

12、bilities, strategic thinking, and excellence in design as well as project management.David Aaker defines brand as “a distinctive name or symbol intended to identify the goods as belonging to a certain producer and to dif

13、ferentiate them from the competition. Besides brands there are also consumer brands (goods) which have no personality, no life. “(2006)2. Understanding brand equityBranding decisions are often made under pressure to achi

14、eve short-term performance. This can be achieved by exploiting the brand, leading consequently to its erosion, because the brand is extended to such an extent that its basic associations get weaker and weaker in their ef

15、fect. When the construction of brands is worn down, the loyalty decreases and prices become priority.3. Models used in brand valuationA thorough approach to brand valuation techniques implies widely accepted financial te

16、chniques as well as future discounted cash flows (Discounted Cash Flow). To reach these cash flows related to the brand there are used two main approaches. One of them is apparently simple: it applies a royalty rate on t

17、otal sales forecast upon the theory that if you did not have your own brand, you should have a license for the brand from a third party and pay a fee. In other words, by having your own brand, you “save“ the fee for each

18、 product sold. The difficulty is to find relevant rates, especially where there is a no history and a critical amount of transactions (for example the case of the Romanian market).A second approach, more complex is the o

19、ne used by Interbrand (Best Global Brands 2012) and it implies a “dissecting“ of the profit of business until the brand contribution is identified. In both approaches the measurement of the force/stability of the brand i

20、s necessary in order to prove first, that it exists and to place it on a certain scale of risk involved.The most recent analysis released by Interbrand (2012) shows that the most valuable brand remains Coca-Cola (77.84 b

21、illion dollars), while Apple (76.568 billion dollars) goes on second place. Facebook (5.4 billion dollars) first enters the ranking and Google ($ 70 billion) surpasses Microsoft (58 billion dollars) for the first time.Co

22、ca-Cola, Apple and IBM are the best three brands in the world and Facebook first enters Interbrand ranking, on the 69th place, after the highest initial public offer in history. Google's value has increased by 26%, s

23、urpassing Microsoft competitor, which this year is placed on the 5th position.In order to identify the first 100 most valuable brands in the world, Interbrand has taken into consideration three aspects: financial perform

24、ance in goods and services provided by the brand, the role of the brand that plays in influencing consumer^ choice and the extent to which the brand may require premium (higher) prices or may increase permanently the com

25、pany’s revenue.Among the brands with higher value in 2012 compared to last year there is Apple, a company whose value increased by 129% in the last year, thus registering the highest growth in the ranking of most valuabl

26、e brands developed by Interbrand.The best positions in the Interbrand rankings have the brands from technology, given that five of the ten top positions are occupied by Apple, Google, Microsoft, Intel and Samsung.The tab

27、le 1 shows the top of 25 brands according to the classification developed by Interbrand as well as the current value and the evolution or involution in relation to the previous year.Table 1. The Top 25 BrandsRank Brand R

28、egion/Country Sector Brand value($ m) Change in Brand value1 COCA-COLA United States Beverages 77,839 +8%2 APPLE United States Electronics 76,568 +129%3 IBM United States Business Services 75,532 +8%4 GOOGLE United State