毕业论文外文翻译--企业品牌的声誉和品牌危机管理文献翻译-中英文对照翻译

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毕业论文(设计)外文文献翻译及原文

金融体制、融资约束与投资——来自OECD的实证分析R．SemenovDepartment of Economics，University of Nijmegen，Nijmegen（荷兰内梅亨大学，经济学院）这篇论文考查了OECD的11个国家中现金流量对企业投资的影响.我们发现不同国家之间投资对企业内部可获取资金的敏感性具有显著差异,并且银企之间具有明显的紧密关系的国家的敏感性比银企之间具有公平关系的国家的低.同时，我们发现融资约束与整体金融发展指标不存在关系.我们的结论与资本市场信息和激励问题对企业投资具有重要作用这种观点一致，并且紧密的银企关系会减少这些问题从而增加企业获取外部融资的渠道。

一、引言各个国家的企业在显著不同的金融体制下运行。

金融发展水平的差别(例如，相对GDP的信用额度和相对GDP的相应股票市场的资本化程度），在所有者和管理者关系、企业和债权人的模式中，企业控制的市场活动水平可以很好地被记录.在完美资本市场,对于具有正的净现值投资机会的企业将一直获得资金。

然而，经济理论表明市场摩擦，诸如信息不对称和激励问题会使获得外部资本更加昂贵，并且具有盈利投资机会的企业不一定能够获取所需资本.这表明融资要素，例如内部产生资金数量、新债务和权益的可得性，共同决定了企业的投资决策.现今已经有大量考查外部资金可得性对投资决策的影响的实证资料（可参考，例如Fazzari（1998）、 Hoshi(1991)、 Chapman（1996）、Samuel(1998））.大多数研究结果表明金融变量例如现金流量有助于解释企业的投资水平。

这项研究结果解释表明企业投资受限于外部资金的可得性。

很多模型强调运行正常的金融中介和金融市场有助于改善信息不对称和交易成本，减缓不对称问题,从而促使储蓄资金投着长期和高回报的项目,并且提高资源的有效配置（参看Levine（1997)的评论文章）。

因而我们预期用于更加发达的金融体制的国家的企业将更容易获得外部融资.几位学者已经指出建立企业和金融中介机构可进一步缓解金融市场摩擦。

英文文献及翻译企业品牌战略研究

企业品牌战略问题研究原文来源：Kapferer, J. H Strategic Brand Management[J]. Kogan Page，London.译为正文：在经济全世界化的今天，如何适应国际化潮流，成立强势品牌，提高竞争能力，已经成为国内企业面临的迫切问题。

本文在分析我国企业营销品牌战略进展状况的基础上，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。

企业需要综合运用多种竞争手腕提高品牌意识，弄好品牌定位，塑造良好品牌形象。

一、日系品牌全线溃败2006年11月22日上午，NEC宣布将退出2G及电话市场，这意味着继夏普、松下、东芝、三菱、三洋以后又一家日本电话厂商退出中国市场，日系电话除京瓷外几乎全数退出中国2G电话市场的争夺。

若是咱们今天的中国家电市场与十年前有什么不同的话，我想，最大的不同就是，日系企业在中国的繁华已经渐行渐远。

对于日系电话溃退，乃至日系家电走到中国市场的低谷，主要原因有以下几点：一是企业制度呆板，决策困难，反映速度慢，与中国市场现实格格不入，难以适应快速转变的中国市场；二是市场营销能力弱，产品计划能力不强，很难按照自己对市场的判断与预测推出迎合消费需求的产品，一直处于跟风的被动局面，无法知足中国市场的需求；三是未能把握住产业转型最佳机会，是日系家电企业失去市场主导地位的重要原因。

日系企业在中国市场上走到边缘是不是引发咱们民族企业的沉思？欲走国际化线路的企业又是不是从“日系企业”的背后吸取到了教训？二、我国企业实施品牌战略的现状分析1.众多旧日名牌“好景不常”中外企业在中国市场上的品牌大战，使方才成长起来的民族品牌受到极大的冲击。

上世纪80年代稍有知名度的品牌，不是被抢注商标，就是被收购、挤垮，即便残留下来的也是惨淡经营，真正进展起来的极为有限。

这里典型的案例，上世纪80年代至90年代初期，曾在空调界创下奇迹的华宝空调，在1998年被科龙收购，其后的品牌形象就一再下滑。

企业品牌文化建设外文文献翻译最新译文3000多字

文献信息: Thompson M. The research of enterprise brand culture construction [J]. Marketing Theory, 2015, 12(05):41-51.原文The research of enterprise brand culture constructionThompson MAbstractBrand culture is a culture trait in all the cultural phenomenon of brand of sedimentary and brand activities. Brand belongs to the category of high-cultural value, is the unity of the physical form and spiritual form, and is the combination of modern social and cultural value orientation. Enterprise brand culture is an important part of enterprise culture and enterprise culture including spirit culture, system culture, marketing culture, marketing and brand culture is the culture of a kind of expression form, is the enterprise culture construction of high-level pursuit. An enterprise has its own corporate culture, but does not mean that the brand culture, brand culture is the enterprise after years of efforts, the brand gain greater advantage in the market competition and influence.Keywords: Corporate culture; Brand culture construction; Development strategy1 IntroductionMarlboro (Marlboro) President Maxwell declared: "the brand is one of the biggest enterprise assets, the enterprise brand as the depositor's account, you are constantly in its value in the advertisement, and you can enjoy its high interest rates.”Coca-Cola Company a manager declared: "if Coca-Cola all factories overnight is destroyed by fire, but it can quickly back to life. Because Coca-Cola brand can make any company bonanza, by this you will get to the bank loan, come back to life. "Above all, the brand is a huge intangible assets, has is immeasurable power and very high social value and of great economic value.2 The necessity of brand culture constructionModern commercial society, enterprises pay more and more attention to the shaping of the brand. In the process of business development marketing, into the brand culture connotation, make it more with rich cultural atmosphere, improve thelevel and cultural value of goods, and thus have a huge economic effect and social significance.2.1Enhance the competitiveness of the enterprise brandIn the modern business, using the cultural connotation to participate in the competition can bring twice the result with half the effort. Then decide what is the basis for successful competition, why do some products can be in an impregnable position in the market, and some enterprise product was good, but is the occupation of the market. This surface is the price problem or quality problem, but in essence is the enterprise brand culture construction problems. Because enterprise brand culture determines the people's way of thinking, then decided to the enterprise business philosophy, goals, strategies, tactics and methods, etc. As a result of the enterprise brand culture gap, can form the gap between business strength. Therefore, only by establishing the correct values system, form a competitive brand culture of enterprise, to guarantee the brand enterprises in the competition. In today's world economic competition, the surface is the competitive products and services, is a deep layer management of competition, and then a deep layer is the competition system, and the deeper cultural competition. No cultural taste of enterprise, is the lack of the vitality of enterprises; No cultural flavor of the product, is behind The Times, is not popular with the consumer products. Brand is the deep culture, brand is a symbol of wealth, famous brand marks the social status, brand to prove the quality, and brand is the culture. Investigation showed that both residents consumer goods market and durable consumer goods market, its concentration is very high, the sum of the top 10 brands share is in commonly 70 ~ 80%.Consumers have to shift from simply pay attention to the matter of consumer brand utility to pay attention to consumer goods material function outside the other utility. Quite a number of consumers started from the "goods" to enter the stage of "brand consumption", the brand culture is born, brand competition is transferred to the enterprise brand culture came up, the connotation of brand culture more rich, more lasting, associated with people's thought life, the greater the brand competitiveness is stronger, and the stronger the brand enterprise competitiveness. Therefore, the brand culture is to enhance the brand competitivenessof the enterprise.2.2 Integration within the enterprise cohesion and competitivenessThe competition and development of the modern enterprise, the person has played a decisive factor, brand culture shape, is a values between internal decision makers, employees, society, the essence of management view and behavior standards, unified integration process, in the form of visual understanding through communication, interaction, mutual inductance, thus the enhancement enterprise's cohesive force and fighting capacity, promote the spirit of teamwork and progress. Brand culture is the enterprise product or service brand image, the manifestation of social values. The so-called "faithful" and "table" is the company's brand image, "in", is the core of the internal management staff, "table" and the thought of "in the" cultural value orientation is unified. Through the fusion of culture, can make well management and staff together, for the company for the society to create huge economic value and social value. McDonald's is no matter in which country or area of business development, insist on promoting construction company internal family happiness, the family culture, emphasizes equality and teamwork of the concepts of family affection, blame, let employees feel is a kind of warm loving together create the pursuit of the relationship.2.3 Cultivate staff quality and image of the goodBrand culture is the core of brand management idea, behavior standards, packaging unified visual identity. Is an important role on the cultivation of the quality of employees, such as solidarity, honesty and service production, sales, service functions? Employee is responsible for the brand, all the business activities on behalf of the company's brand image. behavior so that employees must conform to the company's brand culture connotation extension features, such as cosmetic skin care products series "kose", such as "Maybelline", when strengthening brand of beauty and fashion culture, pay more attention to the staff in the thought, language, behavior, good communication with customers, and the exercise of service quality, make customers feel personalized quality service in the process of consumption.2.4 Build the brand of good nature and strong expansion driveBrand value is embodied in the marketing management play a convey of cultural thought, is the nature of goods or services. Thinking of "science and technology people-oriented" brand culture, also expressed the inner "people-oriented, science and technology as the core, to fashion culture as the direction of" the world of modern culture management idea, thus in the process of development, always full of brand personality expansion drive and cultural dissemination of permeability.2.5 Brand of quality servicesBuild brand service is one of the important means to participate in market competition, is also a merchant's a tidy intangible assets. To build the brand service, the best method is to use the enterprise brand culture. Scholars LuKeHeng say ": American culture exists in the thoughts, emotions and responses of various industries has fixed mode, and spread it can be got through symbols. Culture constitutes the achievement of groups have distinguishing feature each, these achievements include they manufacture all kinds of concrete forms. Therefore, services such as to enterprise brand culture as the guidance, and participate in the competition of service, will createa successful brand service.3 The development of enterprise brand culture3.1 Fully aware of the development of brand culture strategic positionBrand culture's strategic position depends on the culture in the process of shaping brand value. As is known to all, the brand value depends on the brand product of social trust and loyalty, the higher consumer loyalty of products, the higher brand value. To maintain consumer trust and loyalty of the product, the upgrading of products is inevitable, but volatility is lesser, product development and upgrading of the guidance of culture to maintain certain stability. The stability of culture is the core of the product development, in the brand core value in the process of dominance; the key idea is the leading product value. American scholar Stephen king pointed out that ": the product is produced in the factory, the brand is what consumers buy, a product can be imitated by competitors, but the brand is unique, products become obsolete soon fall behind, and successful brand is enduring, its core brand culture". At the same time, the strategic position of brand culture reflected in the cultural positioning theauthority of organization, in foreign enterprises, determine the enterprise culture and brand culture of the organization of the board of directors, is the highest decision-making authority of the enterprise, decides the company management policy, strategy, etc., the authority of decision-making authority decides the brand culture in the enterprise management status, only know fully in place, they can better do a good job of the brand culture development. Given the current our country enterprise awareness of the brand culture is not yet in place, strengthen the enterprise core management of brand culture understanding, establish its strategic position, is particularly important.3.2 Shape under the same brand hierarchy culture systemEnterprise in a single brand for all product sales, should according to different product quality, the formation of hierarchical culture system. The cultural system consists of the values and brand series products of cultural values, mainly the core brand values, is the basis of product series of cultural values, plays a controlling role, its scope involves product development philosophy, marketing theory, organization operation pattern, is the core of the brand value, the key to segment the consumer market. Series of cultural values of the products is in the Lord, according to the characteristics of the product on the basis of brand culture, the development of niche value concept, has distinct features and different products cultural value should be obvious difference, it is divided into the basis of product quality. To the hierarchy of cultural system, enrich the connotation of brand culture; widen the breadth of culture, to expand the depth of the brand.3.3Establish a professional brand culture development organizationBrand culture in the core position in the brand development process, the decision enterprise must set up special organizations responsible for the management of brand culture development, the status of the agency must be in the strategic level, is the enterprise decision-making institutions directly under the leadership of the development institutions, the personnel structure must be involved in decision-making, management, product development and design department, sales department, etc., is a combination of collective wisdom. Should maintain the independence of the agencybusiness at the same time, to avoid the interference of day-to-day business management, design and develop independently. In the concrete implementation of brand culture development business, should strengthen the study of consumer behavior, grope for the consumption law of consumer groups, is characteristic of enterprise product brand development idea is put forward.译文企业品牌文化建设的研究Thompson M摘要品牌文化就是指文化特质在品牌中的沉积和品牌活动中的一切文化现象。

产品伤害危机对品牌绩效指标的影响[外文翻译]

毕业论文（设计）外文翻译一、外文原文标题：The effects of product-harm crisis on brand performance原文：IntroductionThe term ‘product-harm crisis’ refers to well-known events related to product defects or harm associated with some brands (Siomkos & Kurzbard 1994). For example, in 2000, when news spread that more than 100 people had died in accidents involving defective Firestone tyres, the company had to recall millions of its products (Advertising Age 2000). In September 2008, 6244 babies in China were diagnosed as suffering from numerous ailments after ingesting the poisonous Sanlu formula (People Daily 2008). Having used all of its cash reserves for product recall and medical payments, Sanlu Company was declared bankrupt in 2009. In 2005, NestléCompany mistakenly sold milk powder that contained more iodine than Chinese national standards permit in the market. When the news broke, Nestlé had to make a public apology and remove the defective product from shelves (ABC News 2005). After this crisis, in an effort to restore reduced sales, Nestlégave out samples and stationed doctors in Beijing supermarkets to deal with customers’ concerns.These examples clearly suggest that a product-harm crisis can seriously imperil a brand’s performance - and even totally destroy a company, as in the case of Sanlu. Therefore, understanding how a product-harm crisis influences brands and the market structure is of great practical and theoretical interest.The NBD-Dirichlet model (Ehrenberg 1988) is a well-established statistical model and has been extensively used to audit and predict brand performance measures (BPMs) under stationary and dynamic market structures (Ehrenberg et al. 2004). However, this model has not been used to analyse the influence of product-harm crises. Since a product-harm crisis can greatly affect brand performance, it is reasonable to assume that, by monitoring the BPMs through the product-harm crisis,we can indirectly observe how a product-harm crisis influences brands and the market structure of this product category. This approach should provide some practical benefits from a new perspective.Our main objective in this paper is to use the NBD-Dirichlet model to monitor the leading brands’ BPMs during the 2005 Nestlé product-harm crisis that occurred in China. By comparing the observed BPMs of the pre-, during and post-crisis periods to those expected, and looking at the differences between these three periods, we may come to understand how a product-harm crisis influences brands (including both crisis brand and non-crisis brands) and market structure. Limitations and managerial implications are discussed.The product-harm crisis and its influence on the brandAfter a series of product-harm crises over the years, related studies have been developed in a number of research fields. It has been widely accepted that product-harm crises have a negative influence on crisis-brand equity (Heerde et al. 2007). For example, a brand under crisis may lose its baseline sales and become more sensitive to a competitor’s market activit ies (Heerde et al. 2007). The crisis may also affect the crisis brand’s stock price (Salin & Hooker 2001). Compared to limited systematic research into crises’ market sequences, past research has focused on consumers’ and firms’ reaction towards such crise s (Dawar & Pilluta 2000).Depending on how it is conducted, most research in connection with product-harm crises can be classified into three categories. The first consists of descriptive checklists suggesting which strategies work or do not work in terms of business practices (Mitroff 2004). Because this kind of research cannot quantify the damage incurred, it can only provide limited guidance for understanding the underlying mechanisms of product-harm crises. Another stream of such research focuses on laboratory experiments. Equipped with psychological theories and different control variables, this kind of research can help us understand the moderators that play a part in influencing a product-harm crisis’s effects, and perhaps provides some valuable insights (Dawar & Pilluta 2000; Vassilikopoulou et al. 2009). However, external validity is one limitation of such research.Another research stream has recently grown in popularity, where panel data gathered during real product-harm crises have been collected and analysed using advanced mathematical models (Heerde et al. 2007; Cleeren et al. 2008). How the crisis influences the performance of the crisis brand or the affected product category can be tracked by monitoring the brand’s stock price (Salin & Hooker 2001) or sales (Heerde et al. 2007). By all accounts, this research stream provides more practical insights about the influence of the product-harm crisis.This study contributes to the third research stream in that we used the NBD-Dirichlet model to quantify the product-harm crisis’s effect on BPMs (including penetration, market share, purchase frequency and share of category requirement) and market structure during the 2005 Nestlé milk powder crisis.DiscussionThis study focused on the Nestlémilk powder crisis that occurred in China in 2005. Based on panel data from 336 families in the Beijing area, we studied the effects of a product-harm crisis on brands and market structure using the NBD-Dirichlet model. We found, first, that the market structure in the pre-crisis period was stationary. The product-harm crisis disturbed the balance, and the market during the crisis was no longer steady. As a consequence, the predictions of purchase frequencies and SCRs were not consistent with the observed measures. Four months after the outbreak of the crisis, the overall market was still not back to stationary status and there were some deviations of SCRs and purchase frequencies. This indicates that the crisis’s influence on the market still existed, and it might last for some time. However, it is interesting to point out that the observed market share and penetration seemed to match the predicted measures in all three periods. When the market was not steady in the during-crisis and the post-crisis periods, detailed data show that in most situations the observed purchase frequencies (Mengniu and Wondersun) or SCRs (Nestlé) were significantly lower than the estimated measures. This may indicate that Mengniu and Wondersun acquired some new customers from Nestlé, and these new customers did not commit heavy purchases to these brands. (This is explained in more detail in the following paragraph.) Our data also show that,among those non-crisis brands, Yili was an exception, with higher than expected SCR in both the during and post-crisis periods. In addition, the observed purchase frequencies of Yili in the during and post-crisis periods were always greater than the predicted measures, even though the difference was less than 0.3. This may relate to its market position: in both periods, Yili had the highest market share, with more than 3% margin, while its penetration was similar to that of its competitors.Second, a product-harm crisis hurts the crisis brand greatly. Our data clearly showed that the market share and penetration of Nestlé dropped significantly during the product crisis. Even though these measures recovered during the post-crisis period, they were still significantly lower than their pre-crisis levels. On the other hand, those non-crisis brands benefited from this crisis with significantly higher penetration, although our data also show a trend of returning to their pre-crisis levels. The decreased market share of Nestléredistributed to all other brands (more than 70 brands), and each of them took only a part of it. Therefore, no significant change of market share was seen in the non-crisis brands.Third, the crisis’s influence on purchase frequency and SCR of the crisis brand was not significantly different from those of the non-crisis brands. In terms of pu rchase frequency, this similarity lies in two aspects: in all three periods, Nestlé’s relative purchase frequency was always the same (significantly lower than Yili but marginally higher than the other two brands); and during the transition from the pre-crisis period to the post-crisis period, all four leading brands dropped by around0.3. Similarly, the observed SCRs of Nestlé, Mengniu and Wondersun all experienceda similar drop from the pre-crisis period to the during-crisis period, and recovered to some extent in the post-crisis period. Previous research shows that new brands garnered customer loyalty immediately after they were introduced (Ehrenberg & Goodhardt 2001). Our data further show that even a product-harm crisis will not hurt the crisis brand’s customer loyalty.Overall, Nestlé’s penetration and market share decreased dramatically, while other brands experienced an increase in penetration at the same time. Associated with this transition, the purchase frequencies and SCRs of most leading brands droppedsignificantly. Combining these observations, one reasonable explanation can be given. The product-harm crisis drove some of Nestlé’s customers away to other brands. These switched customers did not form stable purchase behaviour – in other words, they did not limit their purchases to any one special brand. These switched customers were somehow like ‘change-of-pace’ customers (Kahn et al. 1988). Even though the non-crisis brands attracted some new customers and increased their market share or penetration, the average loyalty of their new customer group was low. As a result, their purchase frequencies or SCRs became even lower. This combination of higher penetration and lower loyalty is similar to what happens to change-of-pace brands (Kahn et al. 1988) or to normal brands under deep price cuts (Bhattacharya et al. 1996).Finally, we may need to pay particular attention to Yili. Yili was special in many aspects. First, it always had the highest market share in all three periods. Second, in both the during and post-crisis periods, its observed SCRs were significantly higher than the estimated SCRs. Third, its observed SCR increased from the pre-crisis period to the during-crisis period, while all the other brands experienced SCR drop. Fourth, its observed purchase frequency always led the market with a significant margin. All these may relate to one fact – that Yili was the biggest brand in the pre-crisis market. Our research indicated that, even though all non-crisis brands benefited from Nestlé’s crisis, different brands gained differently; the most dominant brand gained more in terms of market share, even increasing SCR, while the smaller brands had smaller gains in market share and also had to sacrifice SCR. This looks like another ‘double jeopardy’ sma ller brands may have to face in reality. Interestingly, according to Heerde et al. (2007), smaller brands are more damaged than bigger brands after a product-harm crisis. Our research is consistent with that of Heerde et al. (2007) in supporting that it is always good to be a bigger brand and it is always bad to be a smaller brand.ConclusionTo the best of our knowledge, this study is one of the first attempts to apply the NBD-Dirichlet model to investigate the effects of a product-harm crisis. This paperprovides a methodology by which to assess the impact of a product crisis in a quantitative way, and applies the model to a product-harm crisis for Nestlémilk powder in the Chinese market. The research shows that this model is a great tool by which to monitor or track the development of a product-harm crisis. The modelling and estimation processes are straightforward, and the required data can easily be collected. Using this model helps us to monitor the crisis’s influence on the crisis brand, non-crisis brands and even the entire category market.Our research shows that a product-harm crisis can greatly damage the crisis brand’s market share and penetration. However, purchase frequency and SCR were not damaged at similar levels. These combined data indicate that the market was not steady, and a product crisis changed customers’ purchase behaviours. More specifically, a product-harm crisis drove away some customers of the crisis brand and these switched customers did not make up their minds about which brand to eventually switch to. The periods during and after the crisis were critical to both of the crisis brands and non-crisis brands. For crisis brands, they need to maximise their efforts to attract back this group of customers before they commit to other brands. However, for non-crisis brands, even though they had improved their market share and expanded their customer base, they should realize that this is just a temporary improvement. They need to try their best to keep these new customers satisfied, and eventually make them loyal customers. Their strategies and practices during this period will eventually affect whether they can keep these new customers.出处：Baolong Ma,Lin Zhang,Fei Li and Gao Wang.The effects of product-harm crisis on brand performance[J].International Journal of Market Research.2010.52(4), pp.443-458标题：产品伤害危机对品牌绩效指标的影响译文：介绍产品伤害危机就是一些品牌产品因存有缺陷或有害而广为人知的事件（Siomkos和Kurzbard 1994）。

知识产权论文中英文对照外文翻译文献

知识产权论文中英文对照外文翻译文献中英文对照外文翻译文献1外文参考文献译文the well-known trademarks and dilute anti-diluted First, well-known trademarks SummaryWell-known trademarks is a long-term use, in the market enjoy a high reputation, known for the relevant public and by certain procedures that the trademark. Since the "Paris Convention" was first introduced the concept of well-known trademarks, the well-known trademarks for special protection legislation has become the world trend.Paris Convention stipulates: all of the members were identified as the well-known trade marks, or registered First, the first to ban others, and the other is to prohibit the use of others with identical or similar logo. Trips further provides: 1, the Paris Convention for the special protection and extension of the services of well-known trademarks, 2, the scope of protection does not extend to prohibit similar goods or services with the well-known trademarks for use on the same or similar logo, 3, on how to That a well-known trademarks in principle a simple requirement.National legislation on the practice, the well-known trade marks that standards vary, often based on specific trade mark promotion of public awareness of related areas, logo merchandise sales and the scope of national interests, and o ther factors identified. From an international treaty to protect the well-known trademarks mind, that well-known trade marks and protection of well-known trade marks are closely linked.Second, the well-known trademarks protected modeOn the protection of the main trademarks of relative and absolute protectionism two models.The former refers to ban others with well-known trademarks identical or similar trademark with the trademark owner the same or similar industries in the registration or use of similar goods in non-use of the same or similar trademarks is permitted, "the Paris Convention "That is, relative to protectionism.While the latter refers to ban others in any industry, including the well-known trade mark goods with different or similar to those in the industry to register with the well-known trade marks and the use of the same or similar trademarks, TRIPS agreement that is taken by the expansion of the absolute protectionism.In simple economic form, as specified by the trade mark goods at a single, specific trade mark goods and the link between more closely. With, a valuable well-known trademarks have been more and more use of different types of commodities, which are among the types of goods on the property may be totally different, in a trademark associated with the commodity groups and the relative weakening of trade marks Commodity producers and the relative isolation. Not well-known trademarks such as cross-category protection and allow others to register, even if the goods obvious differences, the public will still be in the new goods and reputable well-known trademarks to establish a link between people that the goods may be well-known trademark, the new commodities , Or the well-known trademarks of goods and people between the existence of a legal, organizational or business association, thus leading to the misuse of consumers purchase. The rapid development of the commodity today, the relative protectionism has not improved the protection of the public and well-known trademark owner's interests.In view of this, in order to effectively prevent the reputation of well-known trademarks, and the identification of significant features and advertising value by the improper use of the damage, many countries on the implementation of a well-known trademarks is protectionism, which prohibits the use of any products on the same or with the well-known trademarks Similar to the trademark.TRIPS Agreement Article 16, paragraph 3 states: Paris Convention 1967 text, in principle, applicable to the well-known trademarks and logos of the commodities or services are not similar goods or services, if not similar goods or services on the use of the trademark will be Suggest that the goods or services with the well-known trademarks on a link exists, so that the interests of all well-known trademarks may be impaired.Third, the well-known trademarks dilutedThe protection of trademark rights, there are mainly two: one for the confusion theory, a theory for desalination.The main traditional trademark protection for trade marks the difference between functional design, and its theoretical basis for the theory of confusion. In summary, which is to ensure that the trademark can be identification, confirmation and different goods or services different from the significant features, to avoid confusion, deception and E Wu, the law gives first use of a person or persons registered with exclusive rights, which prohibits any Without the permission of the rights to use may cause confusion among consumers in the same or similar trademarks. Clearly, the traditional concept of trademark protection, to stop "the possibility of confusion" is the core of trademark protection.With the socio-economic development andcommercialization of the continuous improvement of the degree, well-known trademarks by the enormous implication for the growing commercial value have attracted the attention of people. Compared with ordinary marks, bearing well-known trademarks by the significance and meaning beyond the trademark rights to the general, and further symbol of product quality and credit, contains a more valuable business assets - goodwill. Well-known trade mark rights of people to use its excellent reputation of leading the way in the purchasing power, instead of the use of trademarks to distinguish between different products and producers.When the mark beyond the role of this feature to avoid confusion, then, this factor is obviously confused and can not cover everything, and other factors become as important as or more important. Thus, in theory confusion on the basis of further development of desalination theory.Trademark Dilution (dilution), also known as trademark dilution, is one of trademark infringement theory. "Watered down", according to the U.S. "anti-federal trademark law dilute" means "regardless of well-known trade mark rights and the others between the existence of competition, or existence of confusion, misunderstanding or the possibility of deception, reduce and weaken the well-known trademarks Its goods or services and the identification of significant capacity of the act. " In China, some scholars believe that "refers to dilute or weaken gradually weakened consumer or the public will be trademarks of the commercial sources with a specific link between the ability." Trademark faded and that the main theory is that many market operators have Using well-known trademarks of the desire of others, engage in well-known trademarks should be toprevent others from using its own unique identification of special protection.1927, Frank ? Si Kaite in the "Harvard Law reviews" wrote the first trademark dilute theory. He believes that people should not only be trademarks of others prohibit the use of the mark, he will compete in the commodity, and should prohibit the use of non-competitive goods on. He pointed out: the real role of trade marks, not distinguish between goods operators, but satisfied with the degree of difference between different commodities, so as to promote the continuous consumer purchase. From the basic function of trademarks, trade mark used in non-competitive goods, their satisfaction with regard to the distinction between the role of different commodities will be weakened and watered down. Trademarks of the more significant or unique, to the public the impression that the more deeply, that is, should be restricted to non-compete others in the use of goods or services.Since then, the Intellectual Property Rights Branch of the American Bar Association Chairman Thomas ? E ? Si Kaite Smith on the theory made a fu rther elaboration and development. He said: "If the courts allow or laissez-faire 'Rolls Royce' restaurants, 'Rolls-Royce' cafeteria, 'Rolls-Royce' pants, 'Rolls-Royce' the candy, then not 10 years, ' Rolls-Royce 'trademark owners will no longer have the world well-known trademarks. "Si Kaite in accordance with the theory of well-known trade marks have faded because of the effect of non-rights holders with well-known trademarks in the public mind the good image of well-known trademarks will be used in non-competitive goods, so as to gradually weaken or reduce the value of well-known trademarks, That is, by the well-known trademarks havecredibility. Trademark tag is more significant or unique characteristics, which in the public mind the impression that the more deep, more is the need for increased protection, to prevent the well-known trade marks and their specific goods was the link between the weakening or disappearance.In practice, trademarks diluted share a wide range of operating methods, such as:A well-known trademarks of others will still use as a trademark, not only in the use of the same, similar to the goods or services. For example, household appliances, "Siemens" trademark as its own production of the furniture's trademark.2. To other people's well-known trademarks as their corporate name of the component. Such as "Haier" trademark for the name of his restaurant.3. To the well-known trademarks of others as the use of domain names. For example, watches trademark "OMEGA" registered the domain name for themselves (/doc/cf12487433.html,).4. To the well-known trademarks of others as a commodity and decorating use.5. Will be others as well-known trade marks of goods or services using the common name. For example, "Kodak" interpreted as "film, is a camera with photographic material", or "film, also known as Kodak,……" This interpretation is also the mark of the water down. If the "Kodak" ignored the trademark owner, after a period of time, people will Kodak film is, the film is Kodak. In this way, the Kodak film-related goods has become the common name, it as a trademark by a significant, identifiable on limbo. The public well-known Jeep (Jeep), aspirin (Aspirin), freon (Freon), and so was the registration of foreign goods are due toimproper use and management and the protection of poor, evolved into similar products common name, Thus lost its trademark logo features.U.S. "anti-diluted Federal trademark law" before the implementation of the Federal Court of Appeal through the second from 1994 to 1996 case, identified thefollowing violations including the Trademark Dilution: (1) vague, non-means as others in similar goods not on Authorized the use of a trademark so that the sales of goods and reduce the value of trademarks or weakened (2) pale, that is because of violations related to the quality, or negative, to demonize the acts described a trademark goods may be caused to others The negative effects of the situation, (3) to belittle, or improperly changed, or derogatory way to describe a trade mark case.The majority of our scholars believe that the well-known trademarks diluted There are two main forms: watered down and defaced. The so-called dilute the people will have no right to use the same or similar trademark with the well-known trademarks used in different types of commodities, thus making the mark with the goods weakened ties between the specific acts the so-called defaced is that people will have no right to use the same Or similar marks for the well-known trade marks will have to belittle good reputation, tarnished the role of different types of goods on the act.Some scholars believe that the desalination also refers to the three aspects of well-known trademarks damage. First, in a certain way to demonize the relevant well-known trademarks; Second, some way related to well-known trademark dark; Third is the indirect way so that consumers will distort trade mark goods for the general misunderstanding of the name.In general, can be diluted in the form summarized as follows: 1, weakeningWeakening is a typical diluted form, also known as dark, is that others will have some visibility in the use of a trademark is not the same, similar to the goods or services, thereby weakening the mark with its original logo of goods or services The link between, weakening the mark was a significant and identifiable, thus bearing the trade mark by the damage caused by acts of goodwill. Weakening the mark of recognition of the significant damage is serious, it can be the recognition of trademark dilution, was significant, or even make it completely disappeared, then to the mark bycarrying the reputation of devastating combat.First, the weakening of the identification is the weakening and lower. Any unauthorized person, others will have some visibility in the use of a trademark is not the same, similar to the goods or services, will reduce its recognition of. But consumers were referred to the mark, it may no longer think of first is the original goods or services, not only is the original or goods or services, consumers simply will not even think of goods or services, but the Trademark Dilution of goods Or services. There is no doubt that this marks the recognition of, is a heavy blow.Weakening of the mark is significantly weakened and the lower. Mark is significantly different from other commercial trademark marked characteristics. A certain well-known trademarks, which in itself should be a very significant, very significant and can be quickly and other signs of its own separate. However, the Trademark Dilution of the same or similar trademarks used in different goods or services, so that was the trademark and other commercial marked difference in greatlyreduced, to the detriment of its significant.Of course, regardless of the weakening of the mark was a significant or identifiable, are the ultimate impact of the mark by the bearer of goodwill. Because the trade mark is the carrier of goodwill, the mark of any major damage, the final performance for all bearing the trade mark by the goodwill of the damage.2, tarnishedMeans others will have some well-known trademarks in the use of the good reputation of the trademark will have to belittle, defaced role of the goods or services on the act. Contaminate the trademarks of others, is a distortion of trade marks to others, the use of the damage, not only reduced the value of the mark, even on such values were defaced. As tarnished reputation is a trademark of damage, so tarnished included in the diluted acts, is also relatively accepted view. Moreover, in the field of trademark faded, tarnished than the weakening of the danger of even greater acts, the consequences are more serious.3, degradationDegradation is due to improper use of trademarks, trade mark goods for the evolution of the common name recognition and loss of function. Trademark Dilution degradation is the most serious kind. Degradation of the event, will completely lose their identification marks, no longer has the distinction function as the common name of the commodity.Fourth, protection against diluteBased on the well-known trademarks dilute the understanding, and accompanied by a serious weakening of well-known trademarks, all countries are gradually legislation to provide for the well-known trademarks to protect anti-diluted. There are specific models:1, the development of special anti-dilute the protection of well-known trademarksThe United States is taking this protection on behalf of the typical pattern.1995, in order to prevent lower dilute "the only representative of the public eye, the unique image of the trademark" to protect "the trademark value of advertising," the U.S. Congress passed the National reunification of the "anti-federal trademark law watered down", so as to the well-known trademarks All provide the unified and effective national anti-dilute the protection.U.S. anti-diluted in trademark protection has been added a new basis for litigation, which is different from the traditional basis of trademark infringement litigation. Trademark infringement of the criteria is confusing, the possibility of deception and misleading, and the Trademark Dilution criteria is unauthorized to others well-known trademarks of the public to reduce the use of the trademark instructions for goods and services only and in particular of Feelings. It is clear that the U.S. law is anti-diluted basis, "business reputation damage" and the possibility of well-known trade mark was a significant weakening of the possibility of providingrelief. Moreover, anti-faded law does not require the application of competitive relations or the existence of possible confusion, which is more conducive to the exercise of trademark right to appeal.2, through the Anti-Unfair Competition Law ProtectionSome countries apply anti-unfair competition law to protect famous trademarks from being watered down. Such as Greece, "Anti-Unfair Competition Law," the first one: "Prohibition of theUse of well-known trademarks in order to take advantage of different commodities on the well-known trademarks dilute its credibility was significant." Although some countries in the Anti-Unfair Competition Law does not explicitly prohibits trademark faded, but the Trademark Dilution proceedings, the application of unfair competition litigation.3, through or under well-known trademark protection within the scope of trademark protectionMost civil law countries is this way. 1991, "the French Intellectual Property Code," Di Qijuan trademark law section L.713-5 of the provisions that: not in similar goods or services on the use of well-known trade marks to the trademark owner or a loss caused by the improper use of trademarks , Against people should bear civil liability.Germany in 1995, "the protection of trademarks and other signs of" Article 14 also stipulates that: without the consent of the trademark rights of third parties should be banned in commercial activities, in and protected by the use of the trademark does not like similar goods or services , And the use of the trademark identical or similar to any signs.4, in the judicial precedents in the application of anti-dilute the protection ofIn some countries there are no clear legislative provisions of the anti-dilute well-known trademarks, but in judicial practice, they are generally applicable civil law on compensation for the infringement of the debt to protect the interests of all well-known trademarks, through judicial precedents to dilute the protection of applicable anti.China's well-known trademarks in the protection of the law did not "water down" the reference, but on the substance of therelevant legal provisions, protection of anti-diluted. 2001 "Trademark Law" amendment to increase the protection of well-known trademarks, in particular, it is important to the well-known trademarks have been registered to conduct cross-category protection. Article 13 stipulates: "The meeting is not the same as or similar to the trademark application for registration of goods is copied, Mofang, translation others have been registered in the well-known trademarks, misleading the public, the standard of the well-known trade mark registration may be the interests of the damage, no registration And can not be used. "But needs to be pointed out that this provision does not mean that China's laws for the well-known trademarks has provided an effective anti-dilute the protection. "Trademark Law" will prohibit only well-known trademarks and trademarks of the same or similar use, without the same or similar goods not on the behavior, but the well-known trade marks have faded in various forms, such as the well-known trademarks for names, domain names, such acts Detract from the same well-known trademarks destroyed the logo of the ability to make well-known trade mark registration of the interests of damage, this is not a legal norms.It must be pointed out that the trade mark that should be paying attention to downplay acts of the following:1, downplay acts are specifically for the well-known registered trade marks.Perpetrators diluted one of the main purpose is the free-rider, using the credibility of well-known trademarks to sell their products, and general use of trademarks do not have this value. That acts to dilute limited to well-known trademarks, can effectively protect the rights of trademark rights, have notexcessively restrict the freedom of choice of logo, is right to resolve the conflict right point of balance. "Trademark Law" will be divided into well-known trademarks have beenregistered and unregistered, and give different protection. Anti-has been watered down to protect only against the well-known trade marks registration, and for China not only well-known trade marks registered in the same or similar ban on the registration and use of goods. This reflects the "Trademark Law" the principle of protection of registered trademarks.2, faded in the different categories of goods and well-known trademarks for use on the same or similar logo.If this is the same or similar goods with well-known trademarks for use on the same or similar to the logo should be in accordance with the general treatment of trademark infringement. There is also a need to downplay the use of the tags are similar to a well-known trademarks and judgments.3, not all the non-use of similar products on the well-known trade marks and logos of the same or similar circumstances are all faded.When a trademark has not yet become well-known trademarks, perhaps there are some with the same or similar trademarks used in other types of goods on. In the well-known trademarks, the original has been in existence does not constitute a trademark of those who play down.4, acts that play down the perpetrator does not need to consider the subjective mental state.Regardless of their out of goodwill or malicious, intentional or fault, is not watered down the establishment. But the acts of subjective mental state will assume responsibility for its impact on the manner and scope. Generally speaking, if the perpetratoracts intentionally dilute the responsibility to shoulder much weight, in particular, bear a heavier responsibility for damages, if the fault is the commitment will be less responsibility. If there are no mistakes, just assume the responsibility to stop infringement.5, due to anti-faded to protect well-known trade marks with a specific goods orservices linked to well-known trademarks a long time widely used in a variety of goods, will inevitably lead to trademark the logo of a particular commodity producers play down the link, well-known trademarks A unique attraction to consumers will also be greatly reduced. So that should not be watered down to conduct a source of confusion for the conditions of goods, after all, not all the water down will cause consumers confusion. For example, a street shop's name is "Rolls-Royce fruit shop," people at this time there will be no confusion and that the shop and the famous Rolls-Royce trademark or producers of the contact. However, such acts can not be allowed, a large number of similar acts will dilute the Rolls-Royce trademark and its products linked to undermine the uniqueness of the trademark, if things continue this way when the mention of Rolls-Royce trademark, people may think of is not only Automobile, food, clothing, appliances, etc.. That faded as to cause confusion for the conditions, some will not dilute norms and suppression of acts, makes well-known trade marks are not well protected. Therefore, as long as it is a well-known trademark detract from the logo and unique ability to act on the behavior should be identified as diluted.1. Zheng Chengsi: "Intellectual property law", legal publishers 2003 version.2. Wu Handong editor: "Intellectual Property Law," China Politics and Law University Press 2002 edition.3. Susan. Sela De: "The United States Federal trademark law dilute the anti-legislation and practice," Zhang Jin Yi, contained in the "Law on Foreign Translation" 1998 No.4.4. Kong Xiangjun: "Anti-Unfair Competition AFP theory," People's Court Press, 2001 edition.5. Liu Ping, Qi Chang: "On the special protection of famous trademarks", in "law and commercial" 1998 No.6.6. Well-Tao, Lu Zhou Li: "On the well-known trademarks to protect the anti-diluted", in "Law" 1998 No. 5.2 外文参考文献原文浅谈驰名商标之淡化与反淡化一、驰名商标概述驰名商标是指经过长期使用，在市场上享有较高声誉，为相关公众所熟知，并经一定程序认定的商标。

【DOC】-外文翻译--中小企业品牌建设和管理：探测研究-其他专业

【DOC】-外文翻译--中小企业品牌建设和管理：探测研究-其他专业毕业论文,设计,外文翻译一、外文原文原文SME brand building and management: an exploratory studyBrand management is an area where small- and medium-size enterprises (SME) studies have received little attention from researchers in spiteof the fact that 95 to 99 percent of businesses are considered as SMEs world wide Although the literature on SMEs’ marketing is welldeveloped , this work does not touch upon branding. Additionally, alarge amount ofresearch has been carried out on branding in the context of the large firm onlyOwing to their resource limitations and the owner/manager’spowerful influenceon decision making, small firms’ behaviors follow differentpatterns than their larger counterparts when dealing with marketing issues.Moreover, in the present global competitive environment,especially in regards to consumer goods marketing, brands provide a differentiating statement and a competitive advantage if used appropriately. It is through the development of a specific brandidentity that a company makes a brand unique and conveys its distinctiveness , leading to a positive brand image in consumers’ minds,and ultimately to high brand equity. It has, however, been demonstrated that SMEs have so far put little emphasis on branding.Manufacturing SMEs are also subjected to increased international competition and need to find opportunities in foreign markets. There is evidence that a larger number of small businesses are expanding into foreign markets soon after their inception and they are mimicking large organizations’ (LOs) strategies in variousfields.Given the scant literature on SMEs’ brand equity management and the inherentproperties of these firms, the research question for this paper is: RQ1. How do SMEs, which are characterized by limited resources andan owner/manager focused decision-making process, create their brand identity and manage their brand equity locally and internationally?To investigate the researchquestion, a comparative overview of the main concepts and practices in branding in LOs and SMEs are first presented. The methodology is then explained followed by an analysis of the interviews. The paper closes with a discussion about the implications of study findings for managers and researchers.A strong brand can lead to several marketing advantages and increase companies’competitive strength. A strong brand generally refers to a brand having positive equity to the extent that consumers respond morefavorably to marketing activities when the brand is identified, compared to when it is not.Consumers’ personal identification with a brand is the ultimate differential response to strong brands , leading to specific brand relationship through attitudinal attachment, loyalty, and consumers’ active engagement. This relationship is builtthrough the meanings the brand projects, via favorable associations, to consumers who are open to its values and image . Differences in consumers’ brand knowledgeinfluence their responses to marketing activities. Consequently, a successful brand-building process involves the creation and development of a brand identity and its effective management.Large organizations (LO) have developed finely-crafted strategies to manage their brands on a local as well as global scale Branding is not a priority for SMEs. It is viewed as a reductive concept involving only the logo, the product, the service or the technology they sell.Recent empirical studies and conceptual papers have attempted to identify relevant factors and processes in SMEs,brand building and management. In the following section these processes will be compared to the ones commonly found in LO models.Brand identity. De Chernatony suggests that visionary management should be the starting-point to strategic brand building. Brand identity strategy guides brand decisions and warrants coherence of marketing actions through time , and should, in turn, be associated with specificand limited core values that are complementary to organizational values and culture.In SMEs entrepreneurs are the visionary individuals who are thefocal points for brand building and identity creation . Krake stresses that there should be a clear linkbetween the entrepreneur’s character and the brand as she is the personification of the brand.Brand equity. High brand equity means that a product’s value is enhanced whenit is associated with a brand name and the meanings attached toit.Brand equity sources include consumers’ awareness of the brand and strong,favorable and unique associations. The first step in creating brand equity is to develop a brand identity that is achieved through a unique set of associations that a firm aspires to create or maintain.The importance of brand associations is highlighted in several studies as associations can positively influence consumer choice, preferences, purchase intention.It is suggested, however, that symbolic values are more sustainable in terms of differentiation than functional values.Furthermore, consumers derive beliefs not only from direct associations to the brand but also from secondary associations (such as the country of origin of the brand, the company reputation, spokespersons personality or events), to the extent that these associations can be leveraged by the brand.The development of brand equity in SMEs is also based on associations.These associations should not only be representative of consumers’ needs, as in LOs, butalso of the entrepreneur’s personality. Entrepreneurs are the main conveyors of the brands’identity, therefore, there shoul d be a high degree of coherence between the personality they project and the brand associations that are evoked. Consequently, entrepreneurs need to cultivate their images to the same extent, if not on the same scale, as CEOs of large corporations.It is also suggested that SMEs should choose no more than one or two product features to become the brand’s main associations . Moreover, it has been shown that, as in LOs, both symbolic and functional values can be used as well as interdependency between the two.In SMEs, therefore, the associations are more closely linked to the entrepreneur instead of being fabricated from consumer research to fill latent needs, as it is the case in LOs.The value of brand equity can only be assessed if it can be measured. Various methods have been developed to do so in LOs. Such is not thecase in SMEs as theirinternal systems are more collegial and less formalized. Krake states"There are no objective criteria for measuring the recognition of a brand in SMEs and absolutely none for measuring them in relation to each other”. Berthon et al. add that“measuring the effectiveness of past actions” is a differentiating factor betweenSMEs and LOs brand management. The evaluation of brand strategies may be a problem for SMEs.Brand strategies. Multinational corporations seem to follow the practice of having multiple brands in a single market.The depth of their branding strategy (nature and number of brands marketed) is the main aspect managers focus on when designing their optimal brand portfolio to maximize market coverage and minimize brand overlap.In their internationalization process, several strategies can be used by large companies: cultivate established local brands, use global concepts and local adaptations, create new brands, purchase local brands and internationalize, or develop brand extensions. Whatever the strategy adopted, the brand portfolio of the company will be judged on itsability to maximize brand equity. Therefore, the key to successful international branding lies in a well-orchestrated brand strategy thatis reasonably global in terms of both its content and consumer recognition, or that may use different brands but coordinate them internationally to minimize conflict between their images and positioning.Marketing mix. For SMEs, as well as for LOs, consistency in communication and coherence between organizational and brand values are the messages that are found in most studies (Krake, 2005; Keller, 1993; Madhavaram et al., 2005). LOs show increasing interest in standardizedbranding leading to a standardization of marketing programs (Yip, 1997). They seem to compete more on brands than on products. Positioning is, therefore, a key element and relies heavily on selected communication strategies, which mainly differentiates LOs and SMEs in their marketing mix management.For LOs, integrated marketing communication is considered a critical component of the brand equity strategy. Effective communications are a good means to developbrand awareness and a positive brand image that will contribute to brand knowledge formation, and lead to the differentiated responses that constitute brand equity.According to Keller (1993), communications can lead to strong brand equity only if the brand identities are well integrate d into the firm’s overall marketingprograms, such as product, price, advertizing, promotion and distribution decisions. Firms with a brand identity-oriented culturewill be better at integrating their marketing communications.In the few papers studying brand management in SMEs, the product was an integral part of the brand. Wong and Merrilees talked about brand “distinctiveness”and posited that this can be achieved through the development of “distinctiveproducts/services or any other marketing activities (such as distribution)”. Bornglobal SMEs generally lack the resources for intensive marketing and brand building and differentiate themselves through product innovation.Other marketing aspects are creative marketing programs to support both brand awareness and brand image: “Added value can be achieved through one or a numberof activities, including product, packaging, delivery/distribution, sales, advertizing and customer service”Product innovation. In the sampled firms, several incremental aswell as more radical innovations were based on the product itself to add value to the total offering. Laboratoires Asepta Monaco, for instance, added credibility to the brand and convenience to customers by focusing on particular foot problems (sore feet, dry feet,etc.) and offering both a wide and deep line of products to cure each condition. This supports Gilmore et al.’s (1999) findings that demonstrate that small firms add value by offering a wider range of products than their competitors.Some product innovations are dictated by market trends as in the design and fashion industries where companies have to launch one or two new collections a year.Aside from these requirements, more radical innovations are aimed at firmly establishing the company in the market. The products are generally standardized around the world to allow for production efficiency. Involved in fashion would rather not consider a market than adapt to it as it may not be profitable.Other marketing innovations. The sampled firms are well aware oftheir capabilities and compete on their strengths rather than venturingin market spaces which may be too risky. Since their positioning is middle to high range, discounted pricing is not part of their marketing discourse, as it is for most SMEs. Instead, image, reputation andquality are some of their differentiating factors.In order to increase their overall efficiency and competitiveness while keeping the integrity of their positioning, the four firms implemented operational changes to reduce their costs. The most prominent change was the outsourcing or centralizing of their manufacturing processes to more efficient locations. The additional value of this strategy is the flexibility of the output whereby production can be increased more easily if needs be. These strategies are consistent with De Chernatony’s suggestionthat internal flow processes need to be developed to support brand essence. Owing to limited resources, the firms’ use of media is targeted and coherent with thecharacteristics of their customers.Three of the firms have well-developed web sites that support the positioning of the brands and the products. Cosmetic Laboratories does not have a web presence. The reasons given were that the high speed at which the products are changing as well as the number of products they distribute would make it too resource intensive, although they are aware that they lose visibility by not having a web presence.This paper has investigated the creation of brand identity and the management of brand equity among SMEs, which are generally characterizedby limited resources and an owner/manager focused decision-making process. Given the scant literature on brand management in SMEs, this paper contributes to the field by demonstrating which strategies and tactics could be used by SMEs looking at self-financed growth through efficient brand management. This paper has also contributed to comparing and contrasting brand management in SMEs and in LOs.Source:Martine Spence,Leila Hamzaoui Essoussi.SME brand building and management:Telfer School of Management,[J].2008(12),P1037-1041 译文:中小企业品牌建设和管理:探测研究尽管百分之95到百分之99的贸易来自于中小企业，尽管中小企业的营销文化已经被很好的发展，但是品牌管理仍旧是被中小企业忽视的一个区域，并没有涉及到品牌的建设。

外文文献翻译-工商管理品牌经营企业核心竞争力

外文翻译Research on Enterprise Core Competence Based on BrandManagementFORM:Cohen H.Research on enterprise core competence based on brand management[J].Journal of Business Economics,2015,43(2):122-124.Abstract: domestic and foreign enterprise groups are building their own brands, building their own brand exclusive label. The main reason is that brand management is very important in enterprise competition. This paper explains how to gain advantages through brand management, thus forming the core competitive strategy of enterprise.Key words: brand management, competitiveness, enterprise management基于品牌经营的企业核心竞争力研究来源：Cohen H.基于品牌经营的企业核心竞争力研究[J].商业经济杂志,2015,43(2):122-124.摘要:国内外的企业集团纷纷都在建设自己的品牌,构建自己的品牌专属标章。

究其根本主要是由于品牌经营在企业竞争有着至关重要的,本文阐释了如何通过品牌经营如何在市场营销中取得优势从而形成企业核心竞争力的策略。

关键字：品牌经营，竞争力，企业管理PrefaceWith the development of economy, when enterprises sell products and consumers buy products, it is the brand effect, and how to improve the brand effect is the necessary way for enterprises to improve their core competitiveness. Brand culture contains the consumer is not only to material and spiritual pursuit, consumers to buy the product in the process, they enjoy the superiority and satisfaction brought by brand so today's brand culture becomes increasingly important in product marketing. But our brand originated late, so the brand management strategy is not perfect. In view of this, this article focuses on how to improve the core competitiveness of enterprises through brand management.前言随着经济的发展,企业销售产品的时候,以及消费者购买产品的时候,看重是品牌的效应,如何提高品牌的效应,是企业提高核心竞争力的必要途径。

企业品牌战略研究外文翻译

Brand Strategy ResearchKapferer.J.H Strategic Brand Management [J].Kogan Page, London [J].MarketingScience,2022(2):52-61.Economic 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 of competition to increase brand awarenss,improve brand positioning,an create a good brand image.First, Japanese brands across the board defeat.November 22,2022 morning, NEC announces that it would withdraw from 2G and 2.5mobile phone market, with 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 enterpris system,decision-marketing difficult,the reaction was slow,incompatible with the reality of the Chinese market; Second is weak in marketing, product planning capacity is not strong,it is difficult to judge according to their market lacunch to meet consumer demand; Third, failure to grasp the industry best time to transition is the Japanse home appliance companies lose an important reason for market dominance.Japanese companies come to the edge in the Chinese market is causing companies think deeply about our nation? To make the international 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 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 theresidue 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 tomarket 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 effort, policies measures have greatly ehangced Qinghai, Shenzhen,Wuhan,Ningbo,Shenyang and other cities on Chinese famous erterprises incentives to 100 millon, on Dali an 3 million Yuan, on brand-name companies have been cities for the 100000yuan reward-200000yuan.Japanese 8th 2022 year to Japanese 11th ,the 40th International Cousumer 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 brand.3.The status of foreign brands in most sectors is still difficult to shakeHowever,we should also see the face of numerous products on the market, allows consumers blueted 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, ed by haire brand, “Konka”,“Changhong”, “TCL” and other dometic 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”, “GreatWall” and other countries compared to, brand awareness is still insurfficient; in Consumer Goods market, “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 market opportunity and space for international brands has been inevitable, but there are also brand building is not unsatisfactory.Our Enterprise Brand Building Problems:Fators from the point of micro-enterprises themselves: there is a lace of technology development capacity; small-scale production and manahement,brand development lack of overall planning; ability of weak erports and international operations,Brand awareness is not strong;brabd positioning is not clear,there is a large range offactors such as blindness. Speaking from the macro social factors: social mechanismsneed to be improved, policy, exort-oriented policies for different sectors play different rolein the promotion and limitation, the financial environment for business investmentcapacity and market expansion ability and the important influence. The establishment ofmarket system in China has for many years, despite a significant improvement but stillnot perfect,there still has not really adapt to the market economy, consumer psychologyhas not yet fully mature.2.The current situation of global economic integration,the error of the brandstrategy implementation.(1)Ignore the brand investment, profit-orientedBackground of economic globalization, international competition is increasingly reflectedin the brand’s competition, the overwhelming majority of the brand strategy, brand such a full range of output through the form of multinational corporations gradually occupationofthe international market. It is no exaggeration to say that now, the brand has achiecedglobal strategic objectives of transnational corporations sharp weapon,is an importantmeans to cheieve capital expansion.Rome was not built in a day cold.Brand never be in the short term invented to bea 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 theoverall development of an important component of competitive strategy. The emplementation of brand strategy is not rely on their overall quality and overall image enhancement, the need for scientific management idea and superb operational skills, butquit a few brand planner in this regard was particularly poor performance and immediateimpact brand development, practical work in the emergence of many such errors: If thatjob is no create a brand to take a good brand is drawing a satisfactory visualsigns only;Advertising is the only way to cuoltivate well-known brands, in addition to adbertising inthe media, big, the other no attention; sacle enterprise product once formed, well-knownbrands on the naturally established; well-known brand is equivalert to high price, to beunrealistically improve the product price.Some 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 de joint wenture using the foreign brands; clean silver toothpaste fctory in Guangzhou 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 dometic ernterprises 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”should be “status quo” .Brand is the concentrated expression of the core competitiveness. The market is constrantly 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, execellent brand can 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 attached 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 deciding the fate of 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 experiences 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 strategic decision, these major strategic decision, these major strategic decisions were consciously carried out around to expand.Kapferer.J.H Strategic Brand Management [J].Kogan Page, London [J].MarketingScience,2022(2):52-61.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。

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第1页共16页中文4030字标题：Corporate brand reputation and brand crisis management 原文：For some years, the what, why, and how of recognising and addressing brand crisis – particularly corporate/organisational brand crisis – has occupied my research attention (note to reader: “corporate” and “organisational” are used interchangeably). Numerous corporate and non-profit entities have provided public clinical experiences of confronting serious reputational crises. Examples over recent decades include Exxon (the Valdez oil spill incident), Union Carbide (the Bhopal explosion), Perrier (benzene traces), Tylenol (deaths from tainted pills), the US Catholic Church (priest sex abuse), Martha Stewart OmniMedia (executive misbehaviour), Arthur Andersen (accounting scandals), the International Olympic Committee (bribery issues), and many others. All faced threats to their brands from deterioration in consumer and business customer approval and from decline in public trust.

While some were more product brand-rooted (e.g. Tylenol), all found their corporate brand affected, and efforts to rescue the brand were undertaken at the corporate level (e.g. Johnson and Johnson for Tylenol, marketed by J&J's McNeil Laboratories Unit). Thus these incidents provide a rich source of insight into the corporate brand. They illustrate a key dimension of corporate-level marketing.

“Can we as an institution, have meaningful, positive and profitable bilateral on-going relationships with customers and other stakeholder groups and communities?”. That was a central question of an organisation's corporate-level marketing orientation posed by John Balmer and myself in our treatment of an integrated approach to marketing at the institutional level (Balmer and Greyser, 2006).

We held (among other points) that corporate marketing is indeed a boardroom and CEO concern. In reflecting on corporate identity and reputation in times of brand crisis, one recognises the importance of corporate-wide orientation and the responsibility of the CEO and company-wide managers.

Sources of reputational trouble Let me offer an anatomy of the kinds of reasons brands can be in reputational crisis, how to know that the situation is serious, and what 第2页共16页

steps companies can try to take to prevent or if necessary to overcome such crises.

Reputational troubles can come in many forms, from a wide variety of causes and from many publics. Some have been sudden, such as when seven people died in a single day from tainted Tylenol capsules, when traces of benzene were found in bottles of Perrier and when an explosion in a Union Carbide facility in India killed many hundreds of people. Others were the result of problems that festered over longer periods, such as the priest sex abuse scandal affecting many Catholic archdioceses in the US, the accounting scandal that eventually ruined the once-respectable accounting firm of Arthur Andersen, or the bribery scandal over selection of host cities that tarnished the reputation of the International Olympic Committee. Some of the protest or concern comes from advocacy groups with a cause, some from disaffected consumers/customers, some from governmental/regulatory entities, and some from the general public.

Organisations must recognise the “what” of the issue generating the reputational threats, as well as “who” the involved public(s) is/are.

Here is a categorisation of different causes of corporate brand crises, with some examples and some brief explanations:

1. Product failure – Tylenol, Perrier, Firestone (tires implicated as the cause of many deaths in car accidents), the Chernobyl nuclear plant disaster, Intel's Pentium chip (flawed calculations), Peanut Corp. of America (salmonella).

2. Social responsibility gap – Nike (non-US labour and questionable working conditions).

3. Corporate misbehaviour – Arthur Andersen, Enron, Exxon (oil spill in Alaska), Merck (alleged suppression of early clinical drug trials of Vioxx), Siemens (corporate corruption in multinational fraud and bribery), Hewlett-Packard (Chairman indicted for spying on board members via questionable investigative means), IOC/SLOC (scandals regarding bid cities).

4. Executive misbehaviour – Martha Stewart, Dennis Kozlowski (Tyco). 5. Poor business results – Polaroid (failure to adapt technologically), Circuit City (giant retailer which let go many of its most knowledgeable store staff), and many others particularly in 2008.