35-5-外文翻译-佰草集品牌建设现状分析及策略选择

文献综述+外文翻译文献综述国内对品牌的研究最早始于20世纪20年代。

当时，吴应国翻译出版了斯科特的《广告学》。

之后直到1993年，《中国名牌》杂志创刊，它标志着我国理论界和实物界品牌研究新时代的到来，以卢泰宏教授为代表的中山大学研究团队，在接受引进西方品牌理论，总结我国企业品牌管理经验等方面，做出了重要贡献。

在20世纪90年代中后期，为适应新的环境变化，全新的品牌操作模型不断涌现。

例如，精信的“品牌性格”、德根的品牌关系管理系统以及梁国提出的“易难7F”等模型，同时由于受核心竞争力理论的营销和渗透，品牌力理论、品牌竞争力理论也引起了广泛关注与探讨。

李光斗（2004）在《品牌竞争力》中认为，品牌关系实质上是一个“关系体系”，他的研究经历了三大跨越：一、从顾客到利益相关者的视角跨越“关系体系”；二、从单个企业到组织生态系统的层次跨越；三、从单一品牌到品牌群落的结构跨越。

2000年后，建构品牌科学已是中国少数学者的研究对象了，先后明确提出和撰写了多部不同风格的“品牌学”著作。

例如余明阳等（2002）立足于商业科学范畴，从建设、规范本科品牌类专用教材家督整理编写的《品牌学》；年小山（2003）立足于社会科学范畴，为填补和发展品牌管理硕士教育从类比人类社会基本结构的观察视角所撰写的专著《品牌学·理论部分》，赵琛立足于商业科学范畴，将西方的CIS理论与国庆相结合，并撰写了专著《品牌学》等。

（2）国外品牌研究现状从约翰提出品牌认知以来，品牌的理论研究经历了品牌的简单识别、品牌的系统识别和品牌的价值识别三个阶段。

在品牌理论的发展进程中，国外学者对品牌从不同的角度进行了研究。

归纳起来，主要集中在以下几方面。

①品牌战略研究。

杜纳（2001）《品牌智慧》集中对品牌战略问题进行了研究。

品牌战略是企业为了提高品牌的竞争力，在质量、价格、营销和管理等诸多方面围绕着排牛排所进行的全局性谋划方略，其目的就是创立和发展品牌，使品牌成为强势品牌或领导品牌。

品牌战略包括品牌发展战略、品牌形象战略、品牌延伸战略、品牌再活性战略和品牌撤退战略。

②品牌定位的研究。

品牌定位思想有美国著名的广告经理人艾尔和杰克（1972）年提出。

后来，特劳特与瑞维金合作写的著作《新定位》发展了品牌的定位理论。

他们认为，“定位从产品开始”，但“定位并不是要你对产品做什么事，而是你对未来潜在的顾客心智所下的功夫，即把产品定位在你的潜在顾客”。

品牌关系与品牌形象的研究。

布莱克·斯通（2000）根据人际交往关系的原理规范了品牌关系的定义，认为品牌关系就是“消费者对品牌的态度和品牌对消费者的态度之间的互动”。

在这个关系体现中，消费者与品牌被视为同等重要的两个部分，并且彼此之间会有互动反应。

布莱克·斯通（1998）认为品牌个性是品牌关系的基础，品牌关系是品牌个性观念的逻辑；品牌关系也会影响包含品牌形象和品牌太多的品牌意义，这正符合排牛排形象的主观心理特征，品牌形象和品牌关系式相互作用的。

贝尔把品牌形象、品牌关系联系在一起，认为品牌资产由三者所反映并根植于企业文化之中。

④品牌资产研究。

品牌资产也称品牌权益。

目前，品牌资产不存在统一的定义，有着种种不同的概念模型。

美国市场营销科学研究院（MSI）将品牌资产定义为：“品牌客户、渠道成员、母公司等方面采取的一系列联合行动，能使该品牌产品获得比未取得名称时更大的销量和更多的利益，还能使该品牌在竞争中获得一个更强劲、更稳定、更特殊的优势”。

彼得（1990）认为，品牌资产是指：“对企业、经销商或消费者而言，品牌赋予消费者的价值”。

贝尔(1987)认为品牌资产包括两部分相关因素：一个事用财务术语表达，另一个是有消费者反应描述的。

从品牌发展的历史来看，一个国家拥有名牌的多少，不仅反映这个国家的综合国力和经济发展水平，还代表着这个国家、民族的精神和形象，昭示着这个国家在国际社会中的地位。

品牌管理的理论研究正趋于完善化，却没有完结的一天，现在应更多的注重理论在实际中的应用。

外文文献译文资料来源:商业周刊作者：吉尔伯特这一切都是为了得到关注度。

无论你的产品或服务是好是，如果没有人知道，那也是没用的。

因此，这些东西值得我们把一些额外的努力，贯彻到更广阔的公司进行形象设计，告诉潜在客户“我们是谁”。

对很多公司而言，这就意味着从新审视他们的品牌。

“你需要把重点放在那些大多数人第一次将会遇到你的品牌的地方-而不是在支付广告，但在名片，宣传小册子，以及您的网站还是很有必要的，”彼得说。

很少有企业家能将他们的成功与黑犬在马撒葡萄园岛，位于马萨诸塞州酒馆业主两代品牌资本化想比较。

20多年以来，创始人的宠物首次出现在恤衫上，黑狗已经成为他的代名词，比奇新英格兰还富裕。

托该标志成功的福，黑狗业主正在改变一度谦卑得酒馆和面包直到他成为销售额达到1100万美元的零售商。

Serendipity的出现及其给黑狗的帮助是其成名的一个重要原因。

尖锐理发用品，一个9人的公司，使得男性美容产品得以巨大的发展，创办人没有使用任何手段。

夏普斯在带来图形顾问之前，推出其产品线，以更好的确保品牌与年轻男性这一目标群体具有相关性。

到目前为止，在第一年里，锐利公司的销售额接近100万美元，和纽约公司预计在2005年大幅跃升相一致。

品牌不只是公司的消费产品，在冰山的一个办事处格伦代尔，伊利诺伊州的家具制造商，它从一个新的名称和徽标得到了提高。

这些企业使用的都是聪明的思想，而不是太多的现金发展很具有突出性的外观设计来吸引他们的潜在客户。

然后，他们肯定了这种形象，一直在各个方面进行宣传，从新闻资料袋的名片到所有的网站，在家里一致寻觅他们会选择的项目形象。

这些公司都没有使用昂贵的广告或品牌机构来帮助其宣扬标志，但这并不意味着他们要单干。

一个平面设计师可以创建一个标志、信笺、名片，也许是低至500元至1,500元的小册子。

如果你真的缺少资金，你可以找一些交易网络。

一个经验丰富的品牌顾问，如果您决定您需要的，可能需要支付他1000元一天的费用。

在这条线路去四处打听：如果你幸运，一位导师或董事会成员将在他们的市场营销、广告或设计经验告诉你，但这些经验，是需要你不断前进才能获取的。

早在奥利弗、拉里保罗和马克吉尔伯特发起锐利的时候，他们通过研究知道了正确的形象会是成功的关键。

在全天然的化妆水和肥皂中，三个伙伴已经开发出了针对性很强的的客户：臀部曲线优美，时尚的消费观，年龄在21和35，谁会关心他的外表的年龄，但不认为自己过于时尚的。

现在，他们必须找到一种方式来获得这些难以接触到的观众的注意。

创始人的第一个任务，是要为公司取名字。

在这之前的许多企业家，第一个任务是要成为有营销或品牌经验的人了。

Sweatman希望公司的名称是“相对行人，虽短，却令人难以忘怀。

他不希望任何编造的文字或字母串，他认为将是场外，把他的hyperskeptical观众。

经过几次头脑风暴会议，该小组提出了夏普斯。

除了与剃须明显的协会，它打了一句“赶快。

”一个刀片绘图迅速成为夏普斯的标志。

在包装上，创始人选择褐色，一种很少使用在消费品牌上的颜色。

夏普斯仍然需要的是无形“酷”的因素，以使他们的产品能跳进的年轻人的视野中。

他们希望在包装上多花心思以引人注目，并争取在一些购物者的反应中作出排序。

“无论人们认为‘图片’是愚蠢，有趣，或神秘，都会说说：“Sweatman”，他们将创造一个围绕品牌的个性。

”因此，一个山羊的图片装饰在了儿童的手套里，当然，图像也没有剃连接，但与客户对“山羊产品”的要求事一致的，Sweatman 知道这种品牌策略是有效的。

夏普斯加强有针对性的促销活动。

Sweatman每月大约花两三天编辑30张图片在投手男子风格的杂志上。

夏普斯还持有“刮胡子政党”，其中理发学校训练有素的员工给予的老式理发椅理发。

他们开始了时髦的诱导，如Barneys纽约窗口场地和新线电影公司在洛杉矶首映。

夏普斯甚至签署了一项与MTV（VIA）的协议，方便将其产品列入在特定的各方知名人士礼品袋。

所有的努力得到了回报：夏普斯是时髦的好去处，人们发现弗雷德西格尔以及较主流的媒体，如丝芙兰。

该公司出现了40余种杂志，包括Maxim，造我，Gq蛋白和君子。

在这些杂志中许多人提到夏普斯的产品都是名人在使用，例如约翰尼德普，贾斯汀，和科林法瑞尔等。

吉尔伯特和霍华德格林，在他们自格伦代尔（伊利诺州）公司建立和运行的时候，他们就有研究和关注品牌的想法。

2000年，他们购买伯迈德公司（NWL）办公家具，但收购并不包括Rubbermaid公司的品牌。

吉尔伯特，首席执行官和董事长以及绿色的首席运营官，看到了机会。

首先，他们需要一个名称和标志，这将有助于该公司的模压塑料家具和办公用品站在他们的首席销售地点进行。

两人开始集思广益，结合自己的第一个字母，然后发明加入“前”和联邦快递或梅莫雷克斯当其的后缀，结果却并不合适。

然而，吉尔伯特和格林意识到，他们应尽快选择一个名字，他们一起合作的40年的行业经验一直在暗示着。

冰山一词击中了他们的大脑，似乎这个词可以做到这一点，而第一次露面，可能意味着吸引更多的东西。

这个概念可能过于微妙却能让客户马上掌握，但合作伙伴认为这个词是直接并且令人难忘的。

当一些朋友和亲戚说，冰山使人想起力大无比的灾难，但他们的直觉告诉他们冰山是赢家。

然后，他们需要找出其特殊的冰山的表现形式。

“我们不希望它看起来像一个真正的冰山，”吉尔伯特说。

他们芝加哥的一个小店铺寻求设计上的帮助。

经过几次反复的实验，吉尔伯特和格林选择了程式化的蓝色和突出白色冰山的黑色背景，而且看起来它在前进。

该图还铺在芝加哥，肯定了该标志，印有冰山的材料都上升，从名片到销售手册，当然，也包括了办公产品目录。

他们还编写了一本手册，解释如何让标识出现在其他地方，如雇员的PowerPoint演示文稿。

总费用达到了25000美元，很昂贵，但“这不是钱能相比，现在有这么多人在使用，”吉尔伯特说。

一个名称和徽标设计也促使吉尔伯特和格林重新审视该如何推进该公司本身。

例如，在书中展示了家具，让目录照片布满会议室；如在工厂工作，工头的办公室家具是硬帽的设置。

“不是所有律师都需要购买塑料家具，”吉尔伯特说。

因此冰山重拍了以煤渣块为背景的照片以贴近其潜在客户。

现在，客户以“这里是冰人”来迎接冰山的销售人员！尽管该公司已经推出了架子和运货卡车等新产品，仍与冰山标识完全相符合。

85名销售人员为公司增加了约一半的销售额，2004年公司销售总额将接近2500万美元。

去年秋天，史泰博开始销售冰山的树脂折叠表。

正如其业主希望的具有标识和形象，这帮助了冰山，使他成为商业客户，这再次证明了一个好的品牌标志对企业成功的重要性。

外文文献原文M a t e r i a l S o u r c e:B u s i n e s s We e k A u t h o r:G i l b e r t It's all about getting noticed. No matter how good your product or service, if no one knows about it, no one will be buying it. So it's worth putting some extra effort into those things that carry the image of your company out into the wider world and say "this is who we are" to potential customers. For many businesses, that means taking a new look at their brand. "You need to focus on those places where most people are going to first encounter your brand -- not in paid ads, but on business cards, your brochures, and your Web site," says Peter DePasquale, whose N.Y.-based ad agency, Arena Partners, works with smaller companies.Few entrepreneurs have had more success capitalizing on their brand than the two generations of owners of the Black Dog, a tavern on Martha's Vineyard, Mass. In the 20-odd years since the founder's pet first appeared on islanders' T-shirts, the Black Dog has become synonymous with a certain beachy New England affluence. Thanks to the success of that logo, the owners of the Black Dog are transforming the once-humble tavern and bakery into an $11 million retailer.Serendipity may have played a part in helping the Black Dog achieve some of its fame, but the founders of Sharps Barber & Shop, a nine-person company that makes grooming products for men, aren't taking any chances. Sharps brought on a graphics consultant well before it launched its product line, the better to make sure the brand connected with its young male target. So far, so good: In its first year, Sharps's salesneared $1 million, and the New York company is expecting a significant jump in 2005. Branding isn't just for consumer-products companies, though. Iceberg, a manufacturer of office furniture in Glendale, Ill., got a boost from a new name and logo, as did Quality Couriers, a delivery service based out of White Plains, N.Y.All of these businesses used clever thinking -- and not too much cash -- to develop a stand-out look designed to appeal to their would-be customers. Then they made sure that image was deployed consistently on everything from press kits to business cards to Web sites, hammering home the image they'd chosen to project. Each of these companies made its mark without help from expensive advertising or branding agencies. That doesn't mean they had to go it alone, and neither do you. A graphic designer can create a logo, letterhead, business card, and maybe a brochure for as little as $500 to $1,500. If you're really short on cash, you can find even better deals online. An experienced brand consultant, if you decide you need one, will probably bill about $1,000 a day. But before going that route, ask around: If you're lucky, a mentor or board member will have experience in marketing, advertising, or design. That, and a willingness to experiment, may be all you need to get going.Long before Oliver Sweatman, Larry Paul, and Mark Gilbertson launched Sharps, they knew the right image would be key to its success. The three partners had developed their all-natural lotions and soaps with a specific customer in mind: a hip, style-conscious guy, between the ages of 21 and 35, who cares about his appearance but doesn't consider himself overly fashion-y. Now they had to find a way to get the attention of that famously hard-to-reach audience.The founders' first task was to come up with a name for the company. They were ahead of the game -- for many entrepreneurs, the first task is to come up with someone with experience in marketing or branding. But Larry Paul had a background in cosmetics marketing. Then they brought a New York graphics consultant, Richard Pandiscio, on board in return for an equity stake in the business.Sweatman wanted the name of the company to be something "relatively pedestrian, short yet memorable." He didn't want any made-up words or strings of initials, which he thought would be off-putting to his hyperskeptical audience. After a few brainstorming sessions, the team came up with Sharps. Besides the obvious association with shaving, it played on the phrase "look sharp." A drawing of a razor blade quickly became Sharps's logo. For packaging, the founders chose brown, a color rarely used by consumer brands. "It's masculine, warmer and more casual than black,"says Sweatman. A no-nonsense motto -- "Prep for guys" -- went on every item.Sharps still needed that intangible "cool" factor -- some way for their product to jump out at young men. They wanted the artwork on the packaging to be attention-grabbing, and to elicit some sort of reaction in the shopper. "Whether people thought [the pictures] were silly, amusing, or mysterious," says Sweatman, "they would create a personality around the brand." So a picture of a goat adorns the Kid Glove Shave Gel, and an astronaut is featured on a hair gel aptly named Mission: Control Guck in a Puck. The Happy Me All Over Wash gets a picture of a geisha. Sure, the images have no connection with shaving, but with customers asking for "the product with the goat on it," Sweatman knows the tactic is working.Sharps reinforces its image with targeted promotions. Sweatman spends two or three days a month pitching about 30 editors at men's and style magazines. Sharps also holds "shave parties," where barber-school trained employees give haircuts in old-fashioned barber chairs. They're held in buzz-inducing venues such as the window of Barneys New York and at a New Line Cinema premiere party in Los Angeles. Sharps even inked an agreement with MTV (VIA ) to get its products included in the gift bags given to celebrities at parties. All the effort is paying off: Sharps is found in hipster hangouts such as Fred Segal as well as more mainstream outlets such as Sephora. The company has appeared in more than 40 magazines, including Maxim, InStyle, GQ, and Esquire. Many of those writeups mention that Sharps products are used by celebrities such as Johnny Depp, Justin Timberlake, and Colin Farrell.Next up: a fragrance line, as Sweatman and his partners bet that hip young men want to smell good, too. And they would know.Rich Gilbert and Howard Green, two veterans of the office-products industry, already had their Glendale (Ill.) company up and running when they started thinking about branding. In 2000, they had purchased Newell Rubbermaid Inc.'s （NWL ）office-furniture division, but the acquisition didn't include Rubbermaid's brand name. Gilbert, chief executive and chairman, and Green, the chief operating officer, saw opportunity.First, they needed a name and logo that would help the company's molded plastic furniture and office accessories stand out in their chief sales venue: cluttered office-products catalogs. The pair began brainstorming, first combining their initials, then inventing words by adding "ex" and other suffixes along the lines of FedEx or Memorex. Nothing seemed to fit.Then Gilbert and Green realized they should try to choose a name that at least hinted at their combined 40 years' experience in the industry. When they hit on Iceberg, it seemed to do just that -- to suggest something more impressive than first appearances might imply. The concept is probably too subtle for customers to grasp right away, but the partners thought the word was direct and memorable enough to work. When some friends and relatives said Iceberg brought to mind the Titanic disaster, Gilbert says the pair "agonized over it for weeks." But their instincts told them Iceberg was a winner.Then they needed to figure out what their particular iceberg should look like. "We didn't want it to look exactly like a real iceberg, which could be a blob," says Gilbert. They went to Design Design, a small Chicago shop, for help. After several iterations, Gilbert and Green chose a stylized blue and white iceberg that stands out against a black background, and that looks like it's moving forward. The Graphic Shop, also in Chicago, made sure the logo showed up on all of Iceberg's printed materials, from business cards to sales brochures, and of course, in the office products catalogs. They also prepared a handbook explaining how the logo should appear in other places, such as employees' PowerPoint presentations. Total cost: $25,000. Not cheap, but "it wasn't a lot of money compared to what some people spend," Gilbert says.Devising a name and logo also prompted Gilbert and Green to reexamine how the company was promoting itself. Catalog photos, for instance, showed the furniture in book-strewn conference rooms. But customers bought the furniture for hard-hat settings, such as a foreman's office in a factory. "No lawyer is ever going to purchase plastic furniture," Gilbert says. So Iceberg reshot the photos against cinder-block backgrounds more familiar to their likely customers.Now, clients greet Iceberg's salespeople with "Here's the Iceman!" Even though the company has introduced new products such as shelving and hand trucks, the iceberg logo is still perfectly appropriate. Sales at the 85-employee company jumped by about half to nearly $25 million in 2004. Last fall, Staples （SPLS ）began selling Iceberg's resin folding tables. As its owners hoped, the logo and image that helped Iceberg become a success with its business customers are proving versatile enough to help launch it again, this time with consumers.When Tehsin Abbasi and Niels Oeges formed Quality Couriers in 1995, they didn't need a big marketing push right away. They were lucky enough to launch theircompany with a sizable contract from Oeges' former employer, Qwest Diagnostics. No surprise, then, that they didn't spend a lot of time agonizing over their first logo, an image of an envelope. But as their business grew and the industry they served began to change, Abbasi and Oeges reconsidered.About five years after they started the company, and as revenues were heading toward $1 million, the regional economy started to change. The medical services companies that made up the bulk of Quality's clients started to consolidate. "There were only three or four players left," says Abbasi.Abbasi and Oeges knew they needed to move into new markets. They also realized their envelope logo wasn't going to help them do it. The logo didn't even fit the existing business particularly well. Quality didn't deliver very many envelopes -- it made most of its money delivering blood samples or lab specimens, and they were shipped in test tubes or sterile containers. There was no reason to think small manufacturers, a niche Quality wanted to target, would be using envelopes either.Abbasi, with help from Dobbs Ferry (N.Y.)-based branding and design shop Ditto!, decided the new image should highlight Quality's ability to make deliveries, usually within a few hours, to large areas of New York, New Jersey, and Connecticut. They designed a simplified compass. Accompanying it are the words: "Rapid reliable service." Not slick, but dead-on.Just as they had with their first logo, Abbasi and Oeges made large magnets with the image of the compass and the company motto, so Quality's 25 independent drivers could slap them on their own cars while making deliveries. The magnets made it look like Quality had its own fleet, and also advertised the business.The next step was to retool the company's promotional materials, adding the new logo and testimonials from customers in different industries. Drivers began dropping off the materials with deliveries to encourage recipients to consider using Quality as their courier, too. To support salespeople, Quality made postcards with messages that might help close a deal. Those sent to manufacturers, for example, point out that the cost of downtime exceeds that of having Quality deliver a new machine part. The result: new customers and a more stable business. For Quality, as for many smaller companies, a little effort put into branding can go a long way.-。