[雙語翻譯]綠色品牌營銷策略外文翻譯—在可持續(xù)發(fā)展時(shí)代的品牌策略（節(jié)選）

1、字?jǐn)?shù)：英文 字?jǐn)?shù)：英文 2474 2474 單詞， 單詞，14231 14231 字符；中文 字符；中文 4538 4538 漢字 漢字出處： 出處：Grubor Grubor A, A, Milovanov Milovanov O. O. Brand Brand strategies strategies in in the the era era of of sustainability[J]. sustainability[J].

2、 Interdisciplinary Interdisciplinary Description Description of of Complex Complex Systems, Systems, 2017, 2017, 15(1): 15(1): 78-88. 78-88.外文文獻(xiàn)： 外文文獻(xiàn)： Brand strategies in the era of sustainabilityAbstract Today, brands

3、 are powerful instruments of change. They are tightly connected with consumers all over the world and profoundly incorporated into their everyday life and choices they made. Consumers indicate with brands they love and s

4、trongly advocate the ideas that are embedded in their philosophy and image. Consequently, companies that own successful brands, which are followed by large group of loyal consumers, have the power to generate modificatio

5、n and even complete shift in consumers’ lifestyle, value system, attitudes and behavior. Accordingly, environmentally friendly brands are inevitable element of sustainable marketing strategy and sustainability concept, g

6、iven that its implementation requires changes that will trigger mass rather than individuals. However, regardless of positive opinion about socially responsible practice on the market, attitude – behavior gap is widely p

7、resent among consumers, making segment of green consumers just a market niche. Thus, the most challenging task for marketing and brand managers is to find interest for consumers in a sustainable way of life and to make i

8、t easy accessible and attractive for them. This article aims to highlight the leading role of sustainability in branding theory and practice and to point out strategies for successful implementation of green values into

9、the brand management, with an accent on brand equity construct, relying on the results of research and analysis in the given field.Key words: brand management, green branding, sustainability, sustainable idea it becomes

10、an unstoppable force”, which is the ultimate goal pursued by green movement. In the essence of this idea is what Schultz and Block?call “sustainable brand growth” or the rise in brand value “created by existing loyal cus

11、tomers who encourage other customers to become users and eventually loyal to the brand”. Evidently, adoption of sustainable attitudes and behaviors through sustainable brands usage have the power to initiate deeper chang

12、es in peoples’ lives, and ensure the balance between multiple interests of three usually opposed sides - consumers, companies and society.In academic literature, investigation in field of green branding and sustainable s

13、trategy effects on brand equity is modest. Accordingly, the goal of this article is to provide an insight into sustainable branding, highlight its importance and role in strengthening brand equity, and analyze strategies

14、 for implementation of sustainable principles into the brand concept. The article is structured in accordance with the stated objectives. The main method used for addressing the goal is detailed examination of the result

15、s of research and analysis conducted by various researches in the given field in last few years.SUSTAINABILITY AND BRANDINGAccording to Gabriela Alvarez from Latitude Switzerland, “sustainability is not a one-for-all mod

16、el. It is about collaborating, learning, creating, implementing, assessing and constantly evolving.”. Addressing sustainability as a “real marketing topic” demands entering into the substance of and considering a few fac

17、ts. At first, this means considering sustainability as a process that is integrated in all companies’ processes, with the aim of successful holistic adoption of sustainable principles. Besides, “sustainability calls for

18、new guidelines”, which means working together is a new mantra that puts stakeholders in position to develop common language, trust and shared vision with all partners. Managing sustainability requires a new sort of knowl