外文翻译企业品牌建设一个方法论.docx

外文翻译企业品牌建设一个方法论.docx

《外文翻译企业品牌建设一个方法论.docx》由会员分享，可在线阅读，更多相关《外文翻译企业品牌建设一个方法论.docx（9页珍藏版）》请在冰豆网上搜索。

外文翻译企业品牌建设一个方法论

中文3650字

毕业论文（设计）外文翻译

题　　目：

　　　　　　　企业品牌建设初探　　　　　　　　　　　　　　　　　　

一、外文原文

标题：

CorporateBrandBuilding:

AMethodology

原文：

BRANDBUILDINGVSREPUTATIONMANAGEMENT

Theauthorhasalwaysfoundtheterm'reputationmanagement'alittlelimp.Itdoesnotpassthecocktailpartytest.Ifsomeoneaskedatthemetaphoriccocktailparty'Whatdoyoudo?

'Theauthorwouldnotimaginesaying'Oh...Imanagereputations'.Putbluntly,asaclientandnotaconsultantitwouldseemwastefultopaygoodmoneyforsomeoneto'managemyreputation'.Itsoundslikesomethingtobedoneforoneself-notlefttosome-oneelse.Anditdocsnotsoundespe-ciallydynamic.Ontheotherhand,payingsomeoneto'buildmybrand'soundsaltogethermoreenergeticanduseful.

Thatisoneofthereasonswhytheauthor'scompanyevolveditsstraplinefrom'PRsolutionstomarketingpro-blems'to'buildingcorporateandpro-ductbrands'.Theotheristhatitbetterexpresseswhatthefirmnowdoesasaconsultancy:

corporateaswellasmar-ketingPR.Theidentityshiftdid,how-ever,presenttwoproblems.

First,wedidnotwanttoalienateclientswhodidnotseetheirorganisa-tionsasbrands.Muchofourbusinessisinthepublicsector.Wedonotyetliveinaworldwheregovernmentbodiesseethemselvesasbrands（althoughwiththereinventionoftheLabourPartyitmayonlybeamatteroftime）.Puttingthe'corporate'before'product'inthestraphelped.Theterm'productbrand'leadsontoconsumerPR,whichisonlypartofourwork.

Secondly,itbeggedthequestion-ifweareabrand-buildingPRfirm,thenhowexactlydowebuildbrands-especiallycorporatebrands?

Weneededtopackagewhatwewerealreadydoingacrossthefirmindiffer-entwaysintoabestpracticemethodol-ogyavailabletoourstaff.

Whatfollowsisbasedoninternalseminarpresentationsaboutthismethodology.

WHATAREBRANDSFOR?

Whatjobofworkdobrandsdo?

DavidOgilvyfamouslyandsuc-cinctlypointedtothepowerofemo-tionastheonlysustainabledifferentiatorinpromotingacompany,recognisingthatpeoplebuywiththeirheartasmuchastheirhead.Attheriskofteachinggrandmotherstosuckeggs,itisreproducedbecauseofitscriticalimportance:

"Acompanywithapriceadvantagecanbeundercut.Acompanywithaperformanceadvantagecanbeoutflanked.Butacompanywithanemotionaldifferencecanpotentiallydemandapremiumforever."

Itisthisemotionaldifferencethatmakesthebrand.Aswellascommand-ingapremium,thebrand:

-Createsastrongsenseofidentityforstaffandcustomersalike（egtheCo-operativeBank）

-createsconsistencyacrossdiverseproductsandservices（egBodyShop）

-buildsadepositaccountofgoodwilltohelpitweathercrises（egBritishAirways）

-enablescredibleextensionsintonewproductareasandnewsectorslikethesuper-elasticVirgin.

Acorporatebrandgoesbeyondpriceandperformancetosecuretheloyaltyofitsstakeholders.

Forexample,Asda'scontroversialandhigh-profilepricingcampaignsonbooks,pharmaceuticalsandnowluxury-brandedgoodsexpressitsposi-tioningasaconsumerchampion.Themessagethatcomesthroughthecam-paignsisnotsomuch"ourpricesarecheaper"as"wearetakingupcudgelsonyourbehalfagainstartificiallyhighprices".

WHATISACORPORATEBRAND?

Somepeoplemakeadistinctionbetweencorporatebrandsandproductbrands,andsomethinkofbrandsonlyasproductbrands.Buttheauthorbelievesthereislittlepracticaldiffer-encebetweencorporateandproductbrands,especiallywhenitcomestobuildingthem.

Abrandisasetofassociationsinthemindoftheconsumer.IfweagreewithOgilvy,agoodproductbrandofferstheconsumerpositiveassociationsbasedonemotionasmuchasonreason.Individualsshareoraspiretothevaluesbehindthatbrand.Theybuythebrandbecauseofwhatitsaysaboutthem.Assumingtheycanaffordit,theybuytheirbelovedMercedesbecausetheyliketheassociations（andenjoythedrive）.

Actually,theyarenotbuyingabrandatall,theyarebuyingacar.Thebrandisintangible-itisintheirmind.Itisequallyintangiblewhetherthebrandisattachedtoaproductortoanorganisation.Plus,withmanybrands-Mercedesisagoodexample-the'product'brandandthe'corpo-rate'brandarevirtuallyindistinguish-able.IfitwasrumouredonedaythatMercedeswerelaunchingathree-wheeler,wewouldexpectittohavesimilarqualitiestotheirfour-wheelers.

Itisthisequalityofintangibilitythatmakesitpossibletobuildabrandaroundafirm（corporatebrand）asreadilyasaroundaproduct（productbrand）.Butcorporatebrandbuildingismorecomplexandmorechallenging,becauseproductsareobjects,whileorganisationsarepeople.

Theauthor'sfirmseesacorporatebrandasmadeupofthreeelements:

vision,valuesandstyle.

"Vision"isasmuchagivingthingasaseeingthing:

thecontributionafirmmakestoitsstaff,itscustomers,itsindustry,itslocalandpossiblyglobalcommunity.Theacidtestistoask:

ifthefirmdisappearedovernight,wouldanyonenoticeorcare?

TheauthorbelievestheworldwouldtakenoticeandmournthedemiseofafirmlikeApple,forinstance,incomparablymorethanahostofitslesserrivals.Appleisnotjustrespectedandappre-ciated.Itislovedbecauseofitsmissiontocreateproductswhichempoweranddelightpeople."Values"arewhatthefirmstandsfor-itsprinciples,expressedthroughpoliciesandpractices.Thesearedefinedasmuchbywhatthefirmdoesnotdoasbywhatitdocs.TheextraordinaryovernightsuccessoftheCo-operativeBank,forexample（whichwokeuponemorning,threwoutitstired,old-fash-ionedwardrobeandreplaceditwithanewsetofnattydesignerthreads）,isdowntoasolemnpromisetocustomersnottoinvestinregimesandindustrieswhichoppressthehumanspirit.Itreinventeditself,drawingdeepfromitsheritageofsocialresponsibility,refor-mulatedsoastoberelevanttomoderntimes.WhatiscrucialhereisthatitisimpossibletoseparatetheassociationofethicalbankingfromtheCo-operativeBankbrand.Thebrandpositioningisnotsomekindofcorporatesalespro-motion（oftenawasteofmoney,assomeofthesponsorsofthe1998WorldCupdiscovered）.Ithasbecomepartoftheorganisation'sidentity.

Visionandvaluesareexpressedinhowthefirmconiesacrossinitscom-municationandthroughitspeopleanditsstyle.Veryoftenthisisthetrickiestbit.Onetheonehanditrequiresiden-tifyingandgroomingtheright'heroes'tocommunicatevisionandvaluesasspokespeopleinthemedia.Therightpeoplearenotalwaysthemostseniorpeople.Ontheotherhand,itrequiresensuringthateveryone,notjustthechosenheroes,understandsthevisionandvaluesandcommunicatestheseappropriatelyincontactwithexternalaudiences,especiallycustomers.Incommunicatingitscorporatebrandproposition,afirmismakingapromisetoitsaudiences.Itmustdeliverbehindthepromise,orbepilloriedforincon-sistencyandbetrayal.Peoplewilljudgeafirmfarmoreontheirpersonalexperiencefacetofaceoronthephonethanonwhattheyreadaboutitinthenewspapers.Thismeanscheckingthatpolicies,products,practices,systems-infact,thefirm'sentireoperation-aresetuptosupportit,beforegoingpublic.Thedifficultyinlargefirmsisthatinternalandexternalcommunica-tions（letaloneoperations,salesandmarketing）arealltoooftenthepro-vincesofdifferentdepartmentsandpowerstructures.Theadventofcom-municationdirectorswithresponsibilityacrossallcommunicationhastobeastepintherightdirection.

HOWDOWEBUILDTHEBRAND?

Theauthor'sfirmhasdevelopedafour-stageapproach,undertheheadings:

-reconnaissance

-strategy-fulfilment

-evaluation.

Stage1:

Reconnaissance

Effectively,thisisaSWOT-plusanaly-sisthatusesinformationfrominternalandexternalsources,includingdeskandsurveyresearch,toagree:

-goals:

whereisthefirmgoing,whatisittryingtoachieve

-currentposition:

whereisitcomingfrom,howisitperceivedandhowdoesitstackupagainstthecompeti-tion

-vision,valuesandstyle:

whatisitscontribution,whatareitsvalues,howshouldtheseaffectstyleofcommunication

-issues:

whatrelevant（andmedia-friendly）issuesarethereinthepublicdomainthatcanbeexploitedtocreateadebateandthatcanbe"owned"

-preferablyexclusively

-bythefirmtobuilditscorporatebrandthroughassociation?

Stage2:

Strategy

Attheheartofstrategyisacampaigningthemeinwhichthefirmsetsouttomakeacontributiontotheworldononeormoreoftherelevantissuesthathavebeenidentified.

Thisisnotaboutsaying,butdoing:

takingactiontorightawrong,ortomakelifebetterforitsstakeholders.Thismayincludethesubmissionofaresearchedreporttoarelevantauthor-ity,callingforsomekindofaction,perhapsevenachangeinthelaw.

Forexample,whentheinsurerDirectLinefirstwentintothehomeinsurancesectorintheearly1990s,havingbecomemarketleaderintheverydif-ferentmotorinsurancesector,ither-aldeditsarrivalwithasubmissiontotheOfficeofFairTradingattackingbanks"andbuildingsocieties"practiceof'tieingin'insuranceproductstomortgageagreementsinordertoearncommissionontheinsurance.Entitled"Abillionpoundburglary",DirectLine'sreportachievedsubstantialcov-erage,givingitthehighmoralgroundinthenewsectorbeforeitactuallylauncheditsproduct.ItalsoimpliedhomeinsurancewouldbecheaperfromDirectLine,astherewouldbenocom-missiontopay.

Indefiningstrategy,thoughtisgiventohowthecampaigningthemewillactuallybeexploited,typicallythrougha