品牌戰(zhàn)略管理-外文翻譯

1、0外文翻譯原文StrategicBrManagementMaterialSource:TheNewStrategicBrManagementAuth:JeanNoelKapfererPartOne:ThenewrulesofbrmanagementWhatisactuallynewinstrategicbrmanagementSincethe1990scompanieshavebeenwellawarethatbrsareanasset

2、thatconsequentlytheyshouldalwaysbereinfcednurturedbytangibleinnovationsintangibleaddedvalues.The10keyprinciplesofstrategicbrmanagementareknown:1.Capitaliseonafewstrategicbrswhichallconveyabigideaavisionaredrivenbythedesi

3、retochangethecustomer’slife.Nobrshouldbewithoutastrongintangiblecomponent.2.Nestallvariantssubbrsunderthesemegabrstonurturethem.3.Actasaleaderbepassionateaboutincreasingthestardsofthecategy.4.Sustainallbrsbyaconstantflow

4、ofinnovations(productserviceetc)inlinewiththeirpositioning.5.Createdirecttieswithyourendcustomerstodeepenthelinktheattachmentespeciallyinmarketswherethetradepushesitstradebrs.Infactthemaincompetitofmanyasocalledstrongbri

5、snowthetradebr.6.Deliverpersonalisedservices.7.Rewardcustomers’involvementtomakethembecomeactivepromotersofyourbrnotsimplyloyalists.Wdofmouthisindeedtherealsignofsuccess:whencustomersbecomeactiveambassadsbecausetheyfeelp

6、assionateaboutthebr–asaresultofwhatitdidtothemthecommunityofvalues.Reichheld(2006)hasshownthattherateofpromotersamongthecustomerbaseisdirectlycrelatedtothegrowthrateofthecompanythebr.8.Encouragecommunitiesthatshareyourva

7、lues.9.Quicklyglobalisethebritsproducts.2friendlyTwixgetsridofhungerVolkswagenisreliable.(2)AbrfwhomThisreferstothetargetaspect.FalongtimeSchweppeswasthedrinkoftherefinedSnapplethesoftdrinkfadultsTangoYoohoothedrinkfteen

8、agers.(3)ReasonThisreferstotheelementsfactualsubjectivethatsuppttheclaimedbenefit.(4)AbragainstwhomIntoday’scompetitivecontextthisquestiondefinesthemaincompetit(s)isthosewhoseclientelewethinkwecanpartlycapture.Tubgothere

9、xpensiveimptedbeersthusalsocompeteagainstwhiskyginvodka.Positioningisacrucialconcept.Itremindsusthatallconsumerchoicesaremadeonthebasisofcomparison.Thusaproductwillonlybeconsideredifitisclearlypartofaionprocess.Hencethef

10、ourquestionsthathelppositionthenewproductbrmakeitscontributionimmediatelyobvioustothecustomer.3.WhybrsneedidentitypositioningAbr’spositioningisakeyconceptinitsmanagement.Itisbasedononefundamentalprinciple:allchoicesareco

11、mparative.Rememberthatidentityexpressesthebr’stangibleintangibleacteristics–everythingthatmakesthebrwhatitiswithoutwhichitwouldbesomethingdifferent.Identitydrawsuponthebr’srootsheritage–everythingthatgivesititsuniqueauth

12、itylegitimacywithinarealmofprecisevaluesbenefits.Positioningiscompetitive:whenitcomestobrscustomersmakeachoicebutwithproductstheymakeacomparison.Thisraisestwoquestions.FirstwhatdotheycompareitwithFthisweneedtolookatthefi

13、eldofcompetition:whatareadowewanttobeconsideredaspartofSecondwhatareweofferingthecustomerasakeydecisionmakingfactAbrthatdoesnotpositionitselfleavesthesetwoquestionsunanswered.Itisamistaketosupposethatcustomerswillfindans

14、wersthemselves:therearetoomanychoicesavailabletodayfcustomerstomaketheeffttowkoutwhatmakesaparticularbrspecific.Communicatingthisinfmationistheresponsibilityofthebr.Rememberproductsincreasecustomerchoicebrssimplifyit.Thi