品牌与文化外文翻译Word下载.docx

品牌与文化外文翻译Word下载.docx

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　浅谈企业的品牌文化建设　　　　　　　　　　　　　　　　　　　　　　　　

一、外文原文

标题：

BrandandCulture

原文：

Thisisthefirstpaperinaseriesofpaperspresentinganewmodelofbranding,onewhichdrawsupontheanthropologicalconceptofculture.Itreplacestheoldmodelofaseparateandcontrollableexternalbrandimage—animagecreatedtospeaktoconsumersonbehalfofacompany.Inthenewmodel,acompany’struevaluesreplacetheexternalbrandimage.WecallthisnewmodelBrandCulture.

Notthatwe’relookingforaproprietarytermwecanputalittleafterand“monetize”oranything.Actually,wedevelopedthismodelwhiletryingtosolveourclients’problemsand,atthesametime,whiletryingtofigureoutwherethisbrandingthingwasgoingnext.ThetheoryofBrandCulturewaspartlyinformedbyDouglasAitkin’sgroundbreakingbook,TheCullingofBrands,whichwasoneofthefirstbookstoapplyanthropologicaltheoryinunderstandinghowcertainbrandswork—specifically“cult”brands.Whilecults,bydefinition,areexperiencedbythefew,everyhumanexperiencesculture,andeverybrandhasthepotentialtodevelopabrandculture.OurconceptofBrandCulturehasalsobeeninformedandvalidatedbytherecentwritingsofsomereallybrightanthropologistswhoarestudyingthewayconsumersusebrands.Andwelovereadingreallybrightanthropologists.

Brandcanpromotethegrowthoftheenterprise.

Intheneweconomicaltime,marketingofthebiggestproblemsishowtoestablishandmanageanenterprise'

sbrand.Whoeverhasastrongbrand,thecompetitionwillhavethecapital.Inthefuturemarketingisthebrandnameofthewar.Corporatebrandfromunknowntodevelopintoafamousbrand'

ssuccessisasmalltolargeprocess,andtheenterpriseisthegrowthofthelife 

correspondingbrandstrategyandthefocushasdifferentcharacteristics.

Brandsoccupyanincreasinglyprominentplaceinthemanagerialmindaswellastheculturallandscape.Recentresearchhasshownthatbrandsareinterpretedorreadinmultipleways,promptinganimportantandilluminatingreconsiderationofhowbranding"

works,"

andshiftingattentionfrombrandproducerstowardconsumerresponsetounderstandhowbrandinginteractswithconsumerstocreatemeaning.Largelymissingfromtheseinsights,however,isanawarenessofbasicculturalprocessesthataffectcontemporarybrands,includinghistoricalcontext,ethicalconcerns,andconsumerresponse.Neithermanagersnorconsumerscompletelycontrolbrandingprocesses-culturalcodesconstrainhowbrandsworktoproducemeaning.BrandCultureplacesbrandsfirmlywithinculturetolookatthecomplexunderpinningsofbrandingprocesses.

Reputationasabusinessandinformationmix,brandenterprisesandtheirproductsareincludedinthetechnology,quality,function,culture,positioninthemarkettriggeredtheformationofinformationsystems,enterprisesandtheirproductsareidentifiablesymbolsystem.Brand,throughitsconnotationsofmarketinformationsystemanditsresponseevaluation,whichwouldaffectmarketbehavior,havethebenefitoftheenterprise'

sbehaviorpreferences,andfurtherdistinguishesitfromthetangibleelementsofexistence,becomeafunctioningandintangibleassets,therealizationoftheireconomicvalueandpromotethegrowthofenterprises.AlargenumberofChineseandforeignenterprisesofpracticehasprovedthatthebrandispromotingenterprisegrowthisthemaindrivingforceBrandandthecontributionofenterpriseswiththegrowthofenterpriseshavebeenexpanding.

Brandintheeyesofcustomersandproductsisasignthatrepresentsproductquality,characteristics,represententerprisesoperatingcharacteristics,qualitymanagementrequirements.Customersthroughbrandcanbeveryeasytoidentifyandaccesstheinformation,Accesstoinformationmeansthatthecostsofcustomeracquisitioncostdecreased.Andthecustomerfamiliarwiththebrandorhigherbrandvisibility,andalsoallowscustomerstopurchasecoefficientdecreasedriskperception.ThesetwoaspectsofthecomprehensiveroleofthecustomersbuypsychologicalandpurchasebehaviorofacertainbrandproductsPreferences,thusbroadeningtheproductsales.

Brandcultureisacompanycultureinwhichemployees"

live"

tobrandvalues,tosolveproblemsandmakedecisionsinternally,anddeliverabrandedcustomerexperienceexternally.Itisthedesiredoutcomeofaninternalbranding,internalbrandalignmentoremployeeengagementeffortthatelevatesbeyondcommunicationsandtraining.

Abrandinordertoberelevanttoconsumersandsustainableovertimemustoperatemuchlikeaculture.Acompanymustdevelopanethosandaworldviewthatitabsolutelybelievesinandthenshouldactinaccordancewithit.Everythingthecompanydoes-everyproductorserviceitoffers,everypublicstatement,advertisement,website,internalpolicy,memoandbusinessdecisionsitmakesmustbecongruentwiththatethosandworldview.

Ifthebrandtrulyrepresentsanethosandworldviewwhichareattractivetoconsumerstheywillembracethebrandaspartoftheirownidentity.Theywilljointhebrandcultureandparticipateinthatcultureasawayofexpressingtotherestoftheworldwhotheyareandwhattheybelievein.

AnAppleiPodstandsforacourageous,inventive,rebelliousandaudaciousapproachtolifethatmakeeveryiPoduserproudandgiveabadgeofidentity.ItstandsfortheApplewayofdoingthings.HarleyDavidsonhascreatedarichbodyofmeaningandembodiedthatmeaninginasystemofsymbolsandactions.ThisistheHarleyDavidsonbrandculture-belief,passion,excitement,commitmentetc.

Whenconsumerconnectstoabrandthatalignswiththeirmostdeeplyheldbeliefsandsenseofidentitytheyareessentiallybothpullingthatbrandintotheirownworldandenteringtheworldofthatbrand.Thevitalthingforanyorganizationistocreatethisworldforitsconsumers.Thevalueofbrandculturecomesoutwhencompaniesgiveitsconsumerssomethingtobelievein.

Brandingisusuallyassociatedwithexpensiveadvertisingcampaignsthatdrawarosypictureofagivencompany.Apicturethatcustomerscannotalwaysrecognizewhendealingwiththecompanyinreallife.

AtBrandcultureweintroduceamoresustainablewayofbranding.Webelievethatforabrandtobecredibleandprofitableinthelongrun,theremustbeconsistencyandauthenticityineverycontactinterface–fromadvertisingtostoredecoration,employeebehavioraswellasproductquality.That’swhywehelpcompaniesidentifyandremovethegapbetweenwhattheycommunicateandwhattheircustomersreallyexperience.

Thekeytosuccessfulbrandingliesinbuildingacompanyculturewhereeveryemployeefeelsandactslikeapassionatebrandambassadors.Wehavecreatedprocessesthathelpcompaniesinvolvetheiremployeesinthebrandbuildingprocess.

Theprocessofglobalizationisdemolishingthephysicalboundariesofthemarketsandfuellingcompetition.Nowbrands,result-orientedstrategiesandefficientcustomerrelationshipmanagementplayimportantroleinachievinganedgeovercompetitors.

Thecharismaofbrandscannotbeundermined.Someofthebrandshavebecome,moreorless,genericnames.TheseincludeFridge,Xerox,Insta,Dalda,SurfandLifebouy.Peopleusethesebrandnameswhenevertheywishtorefertotheactualproductevenifitcarriesadifferentname.ThewordFridgehasbecomeasynonymousforrefrigerator,Xeroxforphotocopy,Instaforcellularphone,Daldaforvanaspatighee,SurfforwashingpowderandLifebouyforcarbolicsoap.

Thebrandnamesassuretheusersofcertainqualitystandardsandconsistencyofquality.Atthesametimebrandloyaltygeneratesrepeatedsalesforthebrandowners.Theconfidencelevelisoftentotheextentthatconsumersevendonotknowthenameofmanufacturerorthecountrywheretheseproductshavebeenmanufactured.

Pakistancannotremainimmunetotheprocessofglobalization.Whileithastoopenthedomesticmarketfortheoverseassuppliers,Pakistanimanufacturersnotonlyhavetofacethecompetitioninthelocalmarketbutalsocompeteintheinternationalmarkets.Thebiggestchallengeisfortextilesandclothingsectorwhichhasbeensurvivingduetoquotaregime.SomeofthePakistanibrandsfromthesectorofBonanzaandChenOnehavebecomeknowninglobalmarketsandmanymorenamesarepassingthroughtheprocessofrecognition.Therefore,byfollowingthefootprintsoftheleaders,othercanalsolettheworldknownabouttheirproducts.

Exploringtheinfluenceofbrandinginvariousindustriesisveryinterestingstory.Whilemostofthemarketeersaccepttheimportanceofbrandsincaseofconsumablesanddurables,evenagriculturalinputsarebeingsoldwithbrandnames.ThetwoexamplesareEngroandKissanurea.AsamajorityequityparticipantinFFC-Jordan,FaujiFertilizerpreferredtouseKissannameduetoitswidespreadbrandloyalty.

IntheconsumermarketthestrengthofbrandnameslikeSurf,Dalda,RobinBluearethestalwarts.Inurbanareasandincaseofbrand-loyalcustomerstheinsistenceofaconsumertobuyaproductisunderstandable.However,inruralareaswherepeoplecannotreadnames,theyidentifytheproductsbylogos.Someofthesebrandsareoftenconsideredasgenericnames.Thiskindofbrandloyaltyorassociationhasbeendevelopedduetoextensiveandintensivepromotionbythecompanies.Theimpactofbrandinfluencecanalsobegaugedbylubricantsbuyinghabitofdrivers.Nowtheyinsistofabrandratherthancompromisingonunbrandedlubricant.

Asregardsconsumerdurables,someofthebrandnameshavebeenimprintedinthememoriesofusers.ThesearePhilips,IBM,Intel,SonyandWaves.Consumersconsider