品牌营销策略外文翻译参考文献
品牌营销战略-外文翻译
外文翻译原文Title: Brand LeadershipMaterial Source: NewYork The Free Press Author: Aaker ,David A Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceiv ed value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with competing products more favorable.It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacture. This can result from a combination of increased sales and increased price, and/or reduced COGS(cost of goods sold), and/or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand, and thus, “Brand Managers” often carry line-management accountability for a brand’s P&L(Profit and Loss) profitability, in contrast to marketing staff manager roles,which are allocated budgets from above, to manage and execute. In this regard, Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone.The annual list of the wor ld’s most valuable brands, pulished by Interbrand and Business Week, indicates that the market value of companies often consists largely of brand equity. Research by McKinsey & Company, a global consulting firm, in 2000 suggested that strong, well-leveraged brands produce higher returns to shareholders than weaker, narrower brands seriously impact shareholder value, which ultimately makes branding a CEO responsibility.The discipline of brand management was started at Procter& Gamble PLC as a result of a famous memo by Neil H, McElroy.Principles of brand managementA good brand name should:• be protected (or at least protectable) udder trademark law.• be easy to pronounce• be easy to remember.• be easy to recognize.• be easy to translate into all languages in the markets where the brand will be used attract attention• suggest product benefits• suggest the company or product image• distinguish the product “s positioning relative to the competition• be attractive.Types of brands>premium brand>economy brand>fighting brand >corporate branding > individual branding >family branding >Functions of brand(For consumers) Identification of source of product, Assignment of responsibility to product maker, Risk reducer, Search cost reducer, Symbolic device. Signal of quality(For Manufacture)Means of identification to simplify handling or tracing, Means of legally protecting unique associations，Source of competitive advantage, Source of financial returns,(“Strategic Brand Management”3rd edition ,Kevin Lane keller) Brand architectureThe different brands owned by a company are related to each other via brand architecture. In“product its own name and style of expression while the company itself remains invisible to consumers. Procter&Gamble,considered by many to have created product branding,is a choice example with its many unrelated consumer brands such as Tide,Pampers,Abunda,Ivory and Pantence.With “endorsed brand architcture”,a mother brand is tied to product brands, such as The Courtyard Hotels(products brand name)by Marriott(mother brand name).Endorsed brands benefit from the standing of their mother brand and thus save a company some marking expense by virtue promoting all the linked brands whenever the mother brand is advertised.The third model of brand architecture is most commonly referred to as “corporate branding”.The mother brand is used and all products carry this name and all advertising speaks with the same voice. A good example of this brand architecture is the UK-based conglomerate Virgin.Virgin brands all ite business withits nameTechniquesCompanies somethings want to reduce the number of brands that they market. This process is known as “Brand rationalization” Some companies tend to create more brands ans product variations within a brand than economies of scale would indicate, Sometimes, they will create a specific service or product brand for each market that they target.In the case of product branding.this may be to gain retail shelf space(and reduce the amount of shelf space allocated to competing brands).A company may decide to rationalize their portfolio of brands from time to time to gain production and marketing efficiency, or to rationalize a brand portfolio as part of corporate restructuring.A recurring challenge for brand managers is to build a consistent brand while keeping its message fresh and relevant. An older brand identity may be misaligned to a redefined target market, a restated corporate vision statement, revisited mission statement or values of a company. Brand identities may also lose resonance with their target market throngh demographic evolution. Repositioning a brand(sometimes called rebranding),may cost some brand equity,and can confuse the Target market, but ideally,a brand can be repositioned while retaining existing brand equity fou leverage.Brand orientation is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased in strong brands is the accelerating pace of globalization.This has resulted in an ever-tougher competitive situation on many markets. A product’s superiority is in itself no longer sufficient to guarantee its success. The fast pace of technological development and the increased speed with which imitations tnru up on market have dramatically shortened product lifecycles. The consequence is that product-related competitive advantages soon risk being transformed into competitive prerequisites. For this reason, increasing numbers of companies are looking for other, more enduring, competitive tools-such as brands. Brand Orientation refers to“the degree to which the organization values brands and its practices are oriented towards building brand capabilities”(Brdson&Evans.2004).ChallengesThere are several challenges associated with setting objectives for a category.• Brand managers somethings limit themselves to setting financial and market performance objectives.They mat not question strategic objectives if they feel this isthe responsibility of senior management• Most product leval or brand managers limit themselves to setting short-term objectives bacause their compensation packages are designed to reward shore-term behavior. Short-term objectives should be seen as milestones towards long-term objectives.• Often product leval managers are not given enough information to construct strategic objectives.• It is sometimes difficult to translate corporate leval objectives into brand-or product-level category• In a diversified c ompany, the objectives of some brands may conflict with those of other brands. Or worse. Corporate may conflict with the specific needs of your brand, This is particularly true in regard to the trade-off between stability and riskiness. Corporate objectives must be broad. enough that brands with high-risks products are not constrained by objectives set with cash cows in mind( see B,C,G,analysis), The brand manager also needs to know senior management’s harvesting strategy.• Brand managers somethings s et objectives that optimize the performance of Their unti rather than optimize overall corporate performance. This is particularly true where compensation is based primarily on unit performance. Managers tend to ignore potential synergies and inter-unit joint processes• Overall organisation alignment behind the brand to achieve Integrated Marketing is complex.• Brands are sometimes criticized within social media web sites and this must be monitored and managed.• Also because of the developmen t of such social technologies, developing a social strategy to develop or increase social currency becomes increasingly importantOnline brand managementCompanies are embracing brand reputation management as a strategic imperative and are increasingly turning to online monitoring in their efforts to prevent their public image from becoming tarnished，Online brand reputation protection can mean monitoring for the misappropriation of a brand trademark by fraudsters intent on confusing consumers for monetary gain.It can also mean monitoring for less malicious,although perhaps equally damaging, infractions, such as the unauthorized use of a brand logo or even for negative brand information(andmisinformation)from online consumers that appears in online communities and other social media platforms. The red flag can be something as benign as a blog rant about a bad hotel experience or an electronic gadget that functions below expectations.译文标题：品牌营销战略资料来源：纽约：自由出版社作者：阿克，大卫品牌管理是营销技术应用到具体产品，产品线或品牌。
品牌营销策略外文文献
品牌营销策略外文文献Brand Marketing StrategyIntroductionBrand marketing is a crucial aspect of any business strategy as it helps create awareness, build loyalty, and differentiate a company's products or services from its competitors. This paper aims to discuss various brand marketing strategies and their importance in the global market.Importance of Brand MarketingBrand marketing plays a vital role in creating a positive perception of a brand in consumers' minds. It helps build trust, credibility, and loyalty among customers, leading to repeat purchases and brand advocacy. A strong brand also allows a company to command premium prices for its products or services and gives it a competitive advantage in the market.Brand Positioning StrategyBrand positioning is a crucial step in brand marketing strategy as it determines how a brand should be perceived in the market. It involves identifying the target audience, understanding their needs and preferences, and positioning the brand in a way that resonates with them. This can be achieved through effective communication, advertising, and branding activities.Brand Differentiation StrategyBrand differentiation is an essential aspect of brand marketing, especially in highly competitive markets. It involves highlighting the unique features, benefits, or values of a brand that set it apart from its competitors. This can be done through product innovation, superior quality, excellent customer service, or a unique brand personality.Brand Extension StrategyBrand extension is a strategy where a company uses its established brand name to launch new products or enter new markets. This strategy leverages the existing brand equity to gain a competitive advantage and reduce the risk associated with introducing new products or entering new markets. However, it is important to ensure that the brand extension aligns with the brand's core values and does not dilute its equity.Digital Marketing StrategyWith the advent of the internet and social media, digital marketing has become an integral part of brand marketing strategy. It helps businesses reach a wider audience, engage with customers in real-time, and build an online brand presence. Digital marketing activities include search engine optimization (SEO), social media marketing, content marketing, influencer marketing, email marketing, and paid advertising.Customer Relationship Management StrategyBuilding strong relationships with customers is essential for long-term success and brand loyalty. Customer relationship management (CRM) strategy involves collecting and analyzing customer data to understand their preferences, needs, and behaviors. This information can then be used to personalize marketing communications, offer tailored products or services, and provide excellent customer service.ConclusionIn conclusion, brand marketing plays a crucial role in the global market as it helps create awareness, build loyalty, and differentiate a brand from its competitors. Various brand marketing strategies, such as brand positioning, differentiation, extension, digital marketing, and customer relationship management, can be used to achieve these objectives. It is essential for businesses to continuously evaluate and adapt their brand marketing strategies to stay competitive and meet evolving customer preferences.。
品牌营销战略参考文献和英文文献翻译
品牌营销战略参考文献和英文文献翻译目录外文文献翻译……………………………………………………………………….………… 1 摘要…………………………………………………………………………….……………… 1 1. 品牌战略内涵与其功能意义…………………………………………..….….….………2 2. 我国企业品牌发展概况………………………………………………….….…...……．…3 2.1 国内品牌与国外品牌相比存在着很大的差距……………………….….…………3 2.2 品牌发展缺乏整体规划 (4)2.3 产品质量低下品牌个性不足缺乏创新和发展能力.....................................4 2.4 品牌发展策略存在误区. (4)3. 企业品牌策略选择………………………………………………………….……．……..6 3.1 树立正确的品牌竞争意识着力提高品牌竞争能力………………………….….…6 3.2 搞好品牌定位培养消费者品牌偏好与品牌忠诚 (6)3.3 遵循品牌设计规律注重品牌形象……………………………………………....…7 3.4 采用多种品牌竞争手段 (7)外文翻译原文………………………………………………………………………………….9 1. Brand strategy with its connotations ofthe functional significance ……………………10 2. Enterprise Brand DevelopmentOverview ………………………………….……......…..12 2.1 Domestic brands and foreign brands……………………………………….………..…..13 2.2 Brand DevelopmentPlanning ………………………………………………..…..……..13 2.3 Overall lack of poor product quality……………………………………………....…….14 2.4 Brand Development Strategy exist. BrandMistakes …………………………………..……….14 3strategy to establish a correctchoice ………………………………………….….16 3.1 Brand awareness of competition and strive to improve thecompetitiveness ……..…....16 3.2 Brands improve brand positioning…………………………………………………..…..16 3.3 Followed branding laws……………………………………………………………..…..17 3.4 Oriented brand image using a variety of means to参考文献 1 年小brand competition (17)山. 品牌学M . 北京: 清华大学出版社，2003，5 . 2 余鑫炎.品牌战略与决策M . 卲林: 东北财经大学出版社，2001，7 . 3梅清豪. 市场本文源自六维论文网M .北京: 电子工业出版社，2001，156. 4 叶海名. 品牌创新与品牌营销M .石家庄:河北人民出版社出版社，2001 . 5 翁向东. 本土品牌战略M .杭州: 浙江人民出版社，2002，30-46 . 6 刘威. 品牌战略管理实战手册M . 广州: 广东经济出版社，2004 . 7 广州本田汽车有限兯司EB/OL. 8 李辉. 2007年度家用电器品牌分析J . 2007:3 9 宋永高. 品牌战略与管理M . 浙江大学出版社，2003，73-75. 10 巨天中. 品牌战略M .北京: 中国经济出版社，2004，231. 11 Charles W，Lamb Joseph，Hair Carl McDaniel，Marketing M 6th〃ed〃北京大学出版社，2001 .12 Hart. C.W〃L Heskett J.L ＆Sasser W. E. Jr. TheProfitable Art of Service Recovery〃M . Harvard Business PreviewJ . 1990 :1 48-56 . 13 Kate Bertrand，MarketersDiscover What Quality Pearly MeanM . Business Marketin61987 4：58-72 . 14 苻国群〃消费者行为学M . 武汉: 武汉大学出版枉，2000 52 . 15 菲利普-科特勒〃市场营销原理M 〃北京：清华大学出版社，2001 . 16 刘强军. 商场现代化J . 2005 2453: 23-27 . 17 美理查德.L. 霍德霍森.市场营销学M 〃上海: 上海人民出版社2004M 〃1326 品牌营销战略参考文献和英文文献翻译摘要从品牌战略的内涵与其功能意义入手探讨了品牌战略在企业营销中的作用。
品牌营销策略参考文献
品牌营销策略参考文献《品牌营销策略参考文献》品牌营销是企业推广产品和服务的重要手段，而制定有效的品牌营销策略对企业的发展至关重要。
在这方面，有很多值得参考的文献可以帮助企业制定出更加有效的品牌营销策略。
以下是一些值得参考的文献：1. Keller, Kevin Lane. "Strategic brand management: Building, measuring, and managing brand equity." Pearson Education India, 2015. 该书是品牌管理领域的经典之作，在全球范围内受到广泛认可。
它详细讲解了如何构建、衡量和管理品牌资产，是制定品牌营销策略的重要参考文献。
2. Aaker, David A. "Building strong brands." Simon and Schuster, 2010. 该书探讨了如何建立和维护强大的品牌，通过研究成功品牌案例和理论框架，为企业提供了建立品牌营销策略的重要参考。
3. Fournier, Susan, and David Glen Mick. "Rediscovering satisfaction." Journal of marketing 63, no. 4 (1999): 5-23. 该文献对品牌满意度进行了深入研究，帮助企业了解消费者对品牌的认知和情感，并提出了一些提高品牌满意度的策略，对企业制定品牌营销策略具有重要参考价值。
4. Kapferer, Jean-No ël. "The new strategic brand management: Creating and sustaining brand equity long term." Kogan Page Publishers, 2012. 该书与品牌管理的新趋势和挑战进行了深入分析，为企业制定长期品牌营销策略提供了重要的参考。
品牌营销策略外文翻译文献
品牌营销策略外文翻译文献(文档含中英文对照即英文原文和中文翻译)原文：Brand Strategy ResearchKapferer,J.HEconomic globalization,how to adapt to international trends,establish,a strong brand and enhance our competitiveness,have become pressing issues facing enterprises.Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role.Enterise needs to sue a variety of means ofcompetition to increase brand awarenss, improve brand positioning, an create a good brand image.First, Japanese brands across the board defeat.November 22,2006 morning, NEC announced that it would withdraw from 2G and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention.If we sum up the Chinese household appliance market, today any different from ten years ago,I think the biggest difference is that Japanese companies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market;2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; Third, failure to grasp the industry best time to transition is the Japanese home appliance companies lose an important reason for market dominance.Japanese companies come to the edge in the Chinese market is causing companies tothink deeply about our nation ? To make the internanational route and whether the enterprise of“Japanese Company”to the lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous“flash in the pen”Chinese and foreign enterprises in the Chinese market the brand war;just grow up to be a great impact on national brands. The last century, a little-know 80’s brand ,not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited.Here atypical case, the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent deline in brand image is repeated.Brand strategy has been an increasing emphasis on domestic enterprises caused the government to support.Since the 80s of last century reform and opening up,China’s socialist econonomic construction has made remarkable achievements. From a planned economy to market economy era Chiness companies, brand management has grown out of nothing.Information,local governments at all levels of emphasis on brand-name,organization promoting the efforts,policies measures have greatly ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous erterprises incentives to 100 million,on Dali an 3 million Yuan ,on brand-name companies have been cities for the 100000yuan reward-200000yuan.Japanese 8th 2009 year to Japanese 11th,the 40th International Consumer Electronics Show(CES) in Las Vegas Ventian hotel opening.National enterprises in the CES,we achieve superior results.It is understood that this year there are 4000 people registered to participate in China CES,including manufacturers,media and spectators,in the exhibition hall,there are 327 exhibitors.Haier is the world’s most authoritative consumer electronics industry media “TWICE”named for the Chinese consumer electr onics brand.3.The status of foreign brands in most sectors is still difficult to shake However,we should also see the face of numerous products on the market,allows consumers blurted out genuinely few domestic brands.With the opening up further,to a number of big companies have to squeeze into the Chinese market,Chinese market,a time filled with“sony”,“Coca-Cola”，“rejoice”，“Benz”and various other internantional brands,many of these names foreign brands violently hitting the national brand in China.Although the appliance industry ,led by haier brand,“Konka”，“Changhong”，“TCL”and other domestic brands have developed well,but with the “Sony”,“Panasonic”“Samsung”and other brands,they are still there competitive disadvangtage;in the IT industry,“Lenovo”，“Founder”，“Great Wall”and other countries compared to ,brand awareness is still insufficient;in Consumer Goodsmarket,“P＆G”，“Oliver”，“Henkel”，and other international companies have formed the three pillars.Third,the brand strategy implementation in China Problems and Errors. Currently,Chinese brands have a huge international marker opportunity and space for international brands has been inevitable,but there are also brand building is not unsatisfactory.Our Enterprise Brand Building Problems：Factors from the point of micro-enterprises themselves:there is a lace of technology development,brand competitiveness is not strong;brand personality,lack of innovation and development capacity;small-scale production and management,brand development lack of overall planning;ability of weak erports and internantional operations,Brand awareness is not strong;brand positioning is not clear,there is a large range of factors such as blindness.Speaking from the macro social factors:social mechanisms need to be improved,policies and regulations support the neeed to further strengthen the country’s industrial policy,export-oriented policies for different sectors play different role in the country’s industrial policy,export-oriented policies for different sectors play different role in the promotion and limitation,the financial environment for business investment capacity and market expansion ability and the important influence.The establishment of market system in China has for many years,despite a significant improvement but still not perfect,ther still has not really adapt to the market economy,consumer psychology has not yet fully mature.2.The current situation of global economic integration, the error of the brand strategy implementation(1)Ignore the brand investment,profit-orientedBackground of economic globalization, international competition is increasingly reflected in the brand’s competition, the overwhelming majority of the modern world famous multinational companies with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupationof the internantional market. it is no exaggeration to say that now,the brand has achieved global strategic objectives of transnational corporationssharp weapon,is an important means to achieve capital expansion.Rome was not built in a day cold .Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point,attempt to create a brand in a short time,but ignored the long-term planning and strategy.(2)Brand strategy is a systematicThe implementation of brand strategy is a systematic,enterprise strategy and the overall development of an important component of competitive strategy.The implementation of brand strategy is to rely on their overall quality and overall image enhancement,the need for scientific management idea and superb operational skills,but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development ,practical work in the emergence of many such errors:If that job is to create a brand to take a good brand is drawing a satisfactory visual signs only;Advertising is the only way to cuoltivate well-known brands,in addition to adbertising in the media ,big,the other no attention;scale enterprise product once formed,well-known brands on the naturally established;well-known brand is equivalert to high price,to be unrealistically improve the product price.Some companies even to furthrer in the brand Wrong Operation not hesitate to give up their own brand business,with foreign companies,brands,or to sell its own brand low-cost transfer,such as our persent more than 20 million“three capital”enterprises,there 90% of the joint venture using the foreign brands;clean silver toothpaste fctory in Ghuangzhou to 2 million yuan cheap to transfer to joint ventures and other brands,is one such outstanding erample of the terrible consequences of today has become increasingly apparent-lost domestic enterprises own brand,product and intellectual property rights,national industrial competitiveness lie!(3)Product is the enterprise competitive advantage in the market can be quickly imitated by competitors,beyond,the brand is insurmountable,real and lasting competitive advantage comes from innovation,in order to “change”shouldbe “status quo”Brand is the concentrated expression of the core competitiveness.The market isconstrantly changing face of any brand at any time to be out of danger .Too much emphasis on the existing achievements,do not attach importance to innovation,leading to a lot of brand-name“dismount”the major reason.Coca-Cola’s former chiefmarketing officer Sergio Zyman,“the brand is only the company logo products and services are different from competitors,is the most effective weapon to open up the market,excellent brand can make your product stand out.”Products physical properties,quantity,price,quality,service is very easy to make your product stand out.” Products physical properties, quantitiy, price, quality,service is very easy to imitate competitors, Er brands, along with the product itself,also includes an attatched product to cultural background, emotional, consumer cognition invisible things,so that enterprises Yong Yuan Li in the competition undefeated.Consumer awareness deciding the fate of the brand has a direct impact on consumer awareness.Brand is the difference deciding the fateof the brand has a direct impact on consumer awareness.Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has become a cor porate restructuring and reallocation of resources an important mechanism.In addition,enterprises should learn from successful exiperiences abroad to enhance their design and development capability.Enterprises should dare to challenge the new technology revolution to create their own brand, and increase market competitiveness; We must work hard in the value of differentiation has been directly determined to achieve the final product sales,personal services are indispensable!2.To strengthen marketing,improve brand awareness,brand strategy will be organically integrated in their overall strategy to promote the overall development strategy.The implementation of brand marketing is an important part of the strategy.By choosing the right marketing approach can be effectively used to brand a household name brand,expand market share.Brand strategy is not an isolate task,but the overall development strategy and business are closely related.A successful brand names more than just a brand its own thing,related to business management of all major strategicdecision,these major strategic decision,these major strategic decisions were consciously carried out around to expand.翻译：企业品牌战略研究卡普费雷尔，J.H在经济全球化的今天，如何适应国际化潮流，建立强势品牌，提高竞争能力，已经成为国内企业面临的迫切问题。
奢侈品品牌企业国际化营销外文文献翻译译文3000多字
奢侈品品牌企业国际化营销外文文献翻译译文3000多字XXX luxury firms in China。
with a focus on the role of design and marketing capabilities。
Before delving into the specifics。
the author provides a brief overview of XXX.2.Luxury market in China: current state and future prospectsThe luxury market in China has XXX。
XXX and services in the future。
The author highlights the importance of understanding the unique characteristics of the Chinese market and XXX.3.XXXXXX in China。
The author argues that firms with strong design XXX.4.XXXXXX in China。
The author emphasizes the XXX Chinese consumers and their preferences。
as well as building strong XXX.5.Case XXXXXX the Chinese market through effective design and XXX.6.n: the XXXIn n。
the author emphasizes the critical role of design and XXX in the Chinese market。
XXX.Emerging markets are known for their high level of entrepreneurship。
品牌营销战略参考文献和英文文献翻译
品牌营销战略参考文献和英文文献翻译目录外文文献翻译..............................................................................................1 摘要..........................................................................................................1 1. 品牌战略内涵与其功能意义.......................................................................2 2. 我国企业品牌发展概况..............................................................................3 2.1 国内品牌与国外品牌相比存在着很大的差距............................................3 2.2 品牌发展缺乏整体规划. (4)2.3 产品质量低下品牌个性不足缺乏创新和发展能力.....................................4 2.4 品牌发展策略存在误区. (4)3. 企业品牌策略选择..................................................................................6 3.1 树立正确的品牌竞争意识着力提高品牌竞争能力......................................6 3.2 搞好品牌定位培养消费者品牌偏好与品牌忠诚.. (6)3.3 遵循品牌设计规律注重品牌形象..........................................................7 3.4 采用多种品牌竞争手段 (7)外文翻译原文………………………………………………………………………………….9 1. Brand strategy with its connotations of the functional significance ……………………10 2. Enterprise Brand DevelopmentOverview ………………………………….……......…..12 2.1 Domestic brands and foreign brands……………………………………….………..…..13 2.2 Brand DevelopmentPlanning ………………………………………………..…..……..13 2.3 Overall lack of poor product quality……………………………………………....…….14 2.4 Brand Development Strategy existMistakes …………………………………..……….14 3. Brand strategy to establish a correctchoice ………………………………………….….16 3.1 Brand awareness of competition and strive to improve the competitiveness ……..…....16 3.2 Brands improve brand positioning…………………………………………………..…..16 3.3 Followed branding laws……………………………………………………………..…..17 3.4 Oriented brand image using a variety of means to brand competition ……………..…..17 参考文献1 年小山. 品牌学M . 北京: 清华大学出版社，2003，5 . 2 余鑫炎. 品牌战略与决策M . 卲林: 东北财经大学出版社，2001，7 . 3 梅清豪. 市场本文源自六维论文网M .北京: 电子工业出版社，2001，156. 4 叶海名. 品牌创新与品牌营销M .石家庄: 河北人民出版社出版社，2001 . 5 翁向东. 本土品牌战略M . 杭州: 浙江人民出版社，2002，30-46 . 6 刘威. 品牌战略管理实战手册M . 广州: 广东经济出版社，2004 . 7 广州本田汽车有限兯司EB/OL. 8 李辉. 2007年度家用电器品牌分析J . 2007:3 9 宋永高. 品牌战略与管理M . 浙江大学出版社，2003，73-75. 10 巨天中. 品牌战略M .北京: 中国经济出版社，2004，231. 11 Charles W，Lamb Joseph，Hair Carl McDaniel，Marketing M 6th〃ed〃北京大学出版社，2001 .12 Hart. C.W〃L Heskett J.L ＆Sasser W. E. Jr. The Profitable Art of Service Recovery〃M . Harvard Business PreviewJ . 1990 :1 48-56 . 13 Kate Bertrand，Marketers Discover What Quality Pearly MeanM . Business Marketin6 1987 4：58-72 . 14 苻国群〃消费者行为学M . 武汉: 武汉大学出版枉，2000 52 . 15 菲利普-科特勒〃市场营销原理M 〃北京：清华大学出版社，2001 . 16 刘强军. 商场现代化J . 2005 2453: 23-27 . 17 美理查德.L. 霍德霍森.市场营销学M 〃上海: 上海人民出版社2004M 〃1326 品牌营销战略参考文献和英文文献翻译摘要从品牌战略的内涵与其功能意义入手探讨了品牌战略在企业营销中的作用。
营销策略英文参考文献
营销策略英文参考文献以下是一些关于营销策略的英文参考文献:1. Kotler, P., & Armstrong, G. (2016). Principles of Marketing. Pearson Education.这本书是市场营销领域的经典教材，对于营销策略有较为全面的介绍。
2. Porter, M. E. (2008). Competitive strategy. Simon and Schuster.这本书是经典的竞争战略著作，提供了许多关于企业如何制定和实施营销策略的思考。
3. Ries, A., & Trout, J. (2001). Positioning: The battle for your mind. McGraw-Hill Education.这本书介绍了定位战略的重要性，并提供了一些实用的方法和案例来指导企业实施营销策略。
4. Aaker, D. A. (1996). Building strong brands. Simon and Schuster.这本书重点介绍了品牌营销策略，并提供了许多有关如何打造和管理品牌的实践方法。
5. Duncan, T., & Moriarty, S. (1998). A communication-based marketing model for managing relationships. Journal of Marketing, 62(2), 1-13.这篇文章提出了一种基于沟通的营销模型，强调了营销策略在建立和管理关系方面的重要性。
这些参考文献涵盖了营销策略的不同方面，从市场定位到品牌建设，以及关系营销等。
阅读这些文献可以帮助你深入了解营销策略的理论和实践。
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品牌营销策略外文翻译参考文献(文档含中英文对照即英文原文和中文翻译)翻译：个性、顾客品牌偏好和品牌社群：关于顾客、品牌和品牌社群的实证研究1 引言目前，学术界有关品牌社群的研究非常多，如苹果电脑Mac、哈雷摩托车和大众汽车的高性能两箱小车Golf GTI品牌社群的研究，还有乐于购买科幻小说的社群。
这些研究都证实了学术界对品牌社群有着巨大兴趣，应用到营销类的文献并论证了它们之间实际的相关性。
品牌社群是指“一种专门的、不受地理区域限制的社群，它建立在使用某品牌的消费者之间一整套社会关系的基础上”。
研究表明，品牌社群可以影响社员的感知和行为，并且它作为谈论品牌的场所，是想法和创新的来源。
品牌社群内的顾客会相互影响彼此，同时通过人际交流的过程，他们进而可以影响其他顾客。
最重要的是，顾客与中心品牌的关系的塑造和深化根本上受品牌社群成员之间的社交的影响。
品牌社群与市场营销经理有密切关系至少有三个原因。
第一，它们是市场信息的重要来源。
通常，社群成员拥有大量的产品知识，他们不仅讨论新产品的介绍、产品的功能和市场营销活动，而且他们甚至会对新产品的发展有好点子；第二，品牌社群通常被认为可以实施特定的营销策略的截然不同的细分市场；第三，品牌社群在培养品牌关系方面有着重要作用，因为品牌社群成员有着很强的品牌承诺和品牌忠诚。
尽管品牌社群的形成机理和作用的研究已经很有一定深度，但是对于个人层面的品牌参与动机的理解还不够充足。
品牌社群之中有三种主要的关系影响着顾客的行为：顾客与品牌、顾客与顾客和顾客与社群之间的关系。
在最新的研究中，我们关注其中的两种关系：顾客与品牌之间的关系（特别是顾客的产品依恋）和顾客与社群之间的关系（特别是社员对品牌社群的认同）。
在接下来的文献回顾中，我们大概地讨论了顾客与品牌的关系，特别是在品牌社群的环境下。
之后，我们回顾了第二种关系（在顾客与社群自身之间）方面的文献。
接着，本文进行了实证研究，并结合数据分析。
根据这些发现并经过讨论，我们得到一些结论和这些发现对品牌和产品的管理的意义，同时，我们也承认本次研究存在一些局限之处。
2 品牌社群中顾客与产品之间的关系人们不仅仅是因为产品的功能性而产生购买行为。
产品和品牌不仅有功能性价值，它们也因被看作有着社交意义的标志而被理解和使用。
研究表明顾客有目的性地根据产品的含义选择购买的产品，这是因为其他人会将这种含义与消费者联系起来。
当消费者或使用者在使用和展示某个物体，包括有品牌的产品，它的含义会转移到使用者或消费者身上。
维布伦的关于显著性消费的创造性研究说明了这样一个事实，拥有者购买或展示了某种产品是因为这些产品标志了他们的地位。
顾客使用产品也是为了表达他们自己的个性和标识出他们的个性，也就是说，表达和巩固他们的辨识度和独特性。
某些消费品可以供顾客用来定义和维持他们自己的个性，与此同时结果是，这些消费品与它们的拥有者有了情感上的联系。
研究表明，人们更依恋那些对他们有情感性价值的消费品。
比起与消费者较少依恋的物体，消费者强烈依恋的物体会得到情感上的关注与需要，也被认为更加有价值的。
与此相反，一个较低粘附性的物体从而表明认同的缺失，或者说，在某种程度上，它不具有表明自我的特性。
那些让顾客依附的产品能“提供个性化的自我表达的线索”。
他们使得顾客能够表达他们的特性。
因为它们与顾客个性之间强烈的关系，所以人们认为它们这么做是十分合理的。
因而，一方面消费品与顾客相关是因为它们有助于和沟通顾客的个人形象和个性。
产品对个人的自我概念的贡献（以建立和定义的形式、维护自我概念和自我形象）导致了对产品的看法不仅紧密地与个性相联系，而且在个性方面有很强的沟通能力。
这为顾客进一步导致了和巩固了消费品的情感核心。
因此，我们提出如下假设：H1: 个人与品牌一致性与产品依恋正相关。
产品依恋与顾客对拥有某一特点的物体的依恋有关。
舒尔茨和贝克认为品牌资产和品牌依恋应该被认为是相关但截然不同的现象。
顾客产生品牌依恋所形成的有形资产是无可替代，并且作为一个特定的消费品通过消费者个人与消费品的互动，在消费者心理上占据优势、不断修正与交流，有着带来索引性价值的潜力。
因此，关系是在顾客与特定的、单个的物体之间形成的。
所以，产品依恋是如何与蓄意的品牌忠诚联系起来的呢？品牌忠诚指的是“一个对未来持续地重新购买或资助偏爱的产品或服务的根深蒂固的承诺，因此造成对同一品牌或同一品牌系列的重复性购买，尽管存在情境性的影响和营销努力导致品牌转换的潜在影响”。
为了促进忠诚行为的发生，使频繁的、累积的满意片段变得集聚、混杂起来，是有必要的。
换句话说，在单次的使用情形下，当产品交付价值给顾客并创造满意，忠诚就有可能发生。
关系营销方面的文献也表明满意在信任之前发生，就像是顾客满意产生于过去的交易结果培养出的顾客对于他或她将受到公平对待和卖方关心他或她的福利的信心。
在产品依恋的定义中，它被描述成与产品之间非常紧密的关系，比如这个产品很好地满足了顾客的需求，好比有着重复使用情况的耐用品。
在品牌社群的环境下，由于产品是一个品牌化的消费品，我们假设品牌被看作产品本身的一个完整的方面，因此我们认为对某个产品的依恋会导致与之相关的品牌的信任和忠诚。
H2:品牌依恋与顾客意图保持品牌忠诚正相关；H3: 品牌依恋与品牌信任正相关。
3 品牌社群中的品牌与社区关系品牌社群成员对品牌社群的认同是品牌社群的重要特征。
品牌社群认同定义为“（顾客）感知属于某一团体，从而导致个人认同这一团体”。
之前的研究表明，品牌认同是品牌社群成员行为的重要的决定性因素。
品牌社群认同有一个认知成分（顾客品牌社群成员身份的自我意识和与其他成员相似性的感知）和情感成分（顾客对团体的情感参与，例如，消费者与团体的情感契约）。
基于个性方面的研究，我们假设品牌社群与其成员的关系总体上取决于他或她的个人个性。
“大五”人格特质中的神经质、外向型、宜人性与开放性组成不同个人的人格特质模式。
这五种人格特质已经被理论化、实证研究过和在众多实证研究中被证实。
许多研究也将人格热值与不同的行为联系起来，比如思维方式、价值和不同的需求。
在市场营销的研究中，众多研究采用人格特质才研究许多认知、情感和行为性的变量，比如情感和顾客满意、广告诱发的情绪和对广告的反应、顾客问题解决模式、品牌偏好、口碑和产品知识。
借鉴人格研究方面的文献，大五人格中的两种变量与品牌社群认同相关：外向性与宜人性。
外向性与友善的、善社交的、自信的和活跃的个性有关。
外向的人喜欢人群、大的团体和聚会。
在外向性特质上得分高的个人具有社交优势、毫不犹豫地发言的特点。
另一方面，那些得分较低的个人被描述为更为喜欢躲在隐蔽处和倾向于让其他人发言。
显然地，团体对外向的人来说是重要的。
因此，我们提出如下假设：H4:外向型的人格特质与品牌社群认同正相关在宜人性人格特质得分高的人们被描述为温厚的、宽容的、彬彬有礼的、乐于助人的、慷慨的和善于合作的。
人们认为具有宜人性人格特质的个人特别无私的、富有同情心的和渴望帮助别人，同时这种人格特质的特点是个人争取合作而不是竞争。
因此，宜人性包括和他人保持令人愉悦、使人满意的关系。
在一个组织背景下，研究发现具有高宜人性的雇员对组织展示出更高水平的情感依赖、认同和参与。
品牌社群重要特征之一是它的成员“乐于帮助其他成员、参与集体活动，另外通过社区认可和加强他们对自身和他人的价值的方式持之以恒地做出相应的行动。
因此，我们假设：H5: 宜人性的人格特质与品牌社群参与正相关。
哈雷摩托车拥有者团体的研究表明参与品牌社群可以增加成员对哈雷品牌的偏好、品牌承诺和使成员进行口碑宣传。
品牌社群成员会增加品牌知识的共享、支持彼此和就产品本身进行交流沟通。
最近，埃利奥特和亚伦泊路发现这样一个事实，品牌信任可以通过亲密的人的推荐产生，比如朋友或家人。
当这些受信任的人们依赖某一品牌和提倡这一品牌，新的消费者可能将对这些人的信任转移到这一品牌上。
这也许与品牌社群的大环境也有关，消费者认为在品牌社群中，其他的社群成员就像志趣相同的个体在分享他们对某一品牌或产品的喜爱。
通过品牌社群，顾客们培养他们与品牌的关系。
这些机制会导致品牌信任。
乔胡瑞和霍布鲁克定义品牌信任为消费者愿意依靠品牌的能力来执行其规定的功能。
由此，我们提出如下假设：H6:品牌社群认同会增加品牌信任。
阿格西姆等人研究了品牌社群成员之间的社交互动，从而发现个人对品牌社群的认同可以极大地影响他们品牌社群参与的水平。
巴哥哲和杜拉卡认为当一个人对品牌社群的认同增加和培养参与团体活动，更大范围的品牌参与就会发生，这会促进品牌形象与个人身份地位的同化，并且他们预测品牌社群中正在进行的活动会证实和加强顾客与品牌的联系。
这符合伊斯卡拉和贝特关于参考群体对顾客与品牌的联系的影响的论证。
他们论证了使用参考群体的品牌是品牌联想的来源，还有当他们的参考群体与品牌、参考群体与顾客的自我概念有着强大的联系时，顾客们就会发展出自我与品牌的联系。
因为品牌社群对那些属于社群的个人来说是重要的和有价值的群体，同时这些品牌社群是围绕被喜欢的品牌而形成的，我们认为个人对品牌社群的认同会对他们品牌忠诚的意图有着强烈的和积极的影响。
因为，我们提出如下假设：H7:品牌社群认同与增加品牌忠诚有联系。
4 品牌信任与忠诚摩根和汉特认为信任是任何长期关系的关键因素。
如果人们信任另一方，他们很有可能会对另一方建立某种形式的积极的行为意图。
作为品牌信任的重要后果，品牌忠诚已经被概念化，作为对品牌的行为意图或者作为实际中购买行为的一种模式，或者两者兼有。
品牌信任与品牌偏好也被看作品牌承诺的培养元素之一，在市场中这将一次对品牌的成功产生重要影响。
德尔加多和姆奴尔发现品牌信任对顾客承诺有强大的影响，他们被认为是除了品牌回购意图的，品牌忠诚的一个因素。
在一个更加近期的研究，他们论证了品牌信任对品牌忠诚的积极影响就像这样。
借鉴关系营销和品牌承诺的承诺—信任理论，乔胡瑞和霍布鲁克提出品牌信任和品牌偏好对态度上的忠诚和回购行为有强大的影响。
品牌信任会导致更高水平的忠诚，因为信任使彼此间的交易关系更具价值。
因为，基于乔胡瑞和霍布鲁克的发现和他们的理论论证，我们提出如下假设：H8: 品牌信任与忠诚意图正相关。
5 讨论与启示在本次研究中，我们关注品牌社群中的两个中心关系：顾客个人与品牌、顾客与品牌社群之间的关系。
品牌依恋具体体现了第一次关系类型，成员对品牌社群的认同会加强他或她与品牌社群本身的关系。
为了研究迄今为此被忽视的这些关系，我们调查了个人因素，还有产品依恋和社群认同的重要作用。
本次研究成果对品牌方面的文献贡献有如下两条。
第一，我们发现个人在人格特质方面的差别确实影响成员对品牌社群的认同，同时在品牌中品牌社群认同也是导致品牌忠诚的重要变量。