企业重塑品牌的原则外文翻译.docx

企业重塑品牌的原则外文翻译.docx

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企业重塑品牌的原则外文翻译

毕业论文（设计）外文翻译

一、外文原文

标题：

Principlesofcorporaterebranding

原文：

Literaturereview

Incorporatebranding,majorclassicworksincludeOlins（1978,1994）,Gregory（1991）,Dowling（1994）,Fombrun（1996）andInd（1997）.Althoughinvaluableandcreative,theytendtofollowarelativelytraditionalmarketingcommunicationandplanningframework.Morerecentbooks（BalmerandGreyser,2003;Olins,2003;Ind,2004;Schultzetal.,2005;SchroederandSalzer-Morling,2006;deChernatony,2006）havefocusedonnuancessuchaslivingthebrand,theroleofexperiencesandinternalbranding.Recentspecialissuesofjournalsonthetopichaveextendedthedebate（SchultzanddeChernatony,2002;Balmer,2003;Balmeretal.,2006;MelewarandKaraosmanoglu,2006）.

Althoughwerefertocorporatebrands,verysimilarpropertiesapplytoorganisationalbrands,servicebrands（Berry,2000;deChernatonyandSegal-Horn,2003;deChernatonyetal.,2005）andretailerbrands（BirtwistleandFreathy,1998;BurtandSparks,2002;DaviesandChun,2002;MerrileesandFry,2002;AilawadiandKeller,2004）,withahighdegreeofinterchangeabilityacrosstheterms.Onewayofsummarizingthecorporatebrandliteratureistocontrastthenatureofcorporatebrandswithproductbrands.Firstly,theorganizationfeaturesmorestronglyandexplicitlyincorporatebrands（HatchandSchultz,2003）.Cultureandstructurearecriticalforcorporatebrands,notsimplyforimplementationreasons,butasamajorpartofthebrandessence.Anotherwayofexpressingtheorganizationalaspectistoemphasizetheroleofinternalprocessesorinternalbrandingaspartofcorporatebranding（Bergstrometal.,2002;GappandMerrilees,2006;VallasteranddeChernatony,2006）.Secondly,corporatebrandsarelikelytobemorecentralandstrategic,controlledbyhigher-levelmanagementsuchastheChiefExecutiveOfficer（HatchandSchultz,2003）.Thirdly,corporatebrandsarelikelytobemoreabstract,representinghigher-ordervalues（likefreedomorpurity）comparedtomorefunctionallybasedproductbrands（deChernatony,2002;Urde,2003）.Fourthly,corporatebrandsaremorecomplex,withpotentiallydifferentbrandmeaningsacrossdifferentstakeholders（BalmerandGreyser,2002）.

Mostrelevantliteraturedealswithspecificissuessuchasthepotentialgapbetweentheespousedcorporatebrandandtheactualbrandimagestakeholdersmayhaveofacompany（DaviesandChun,2002）.However,KnoxandBickerton（2003）andHatchandShultz（2001,2003）giveusefulframeworksforintegratingcomponentsofcorporatebranding.

Corporaterebrandingcanbecontrastedtocorporatebranding,whichreferstotheinitialcoherentarticulationofthecorporatebrandandcanoccuratanytime.Corporaterebrandingreferstothedisjunctionorchangebetweenaninitiallyformulatedcorporatebrandandanewformulation.Thechangeinbrandvisioncanbereferredtoasbrandrevision.Theprocessofexecutingtherevisionthroughouttheorganizationwouldmostlikelyrequireachangemanagementprocess.Withcorporatebranding,organizationalissuesmaywellinvolvesomechanges,buttheemphasisisongettinggallunitstoadhereconsistentlytopolicyandprocedurespecifications（suchascommonletterheadsorbusinesscards,ortheuseofcolors）.However,withcorporaterebranding,allunitsneedtobemovedfromonemindset/culturetoanother.

Shiftingfocusfromcorporatebrandingtocorporaterebranding,wefindlessresearchorconsensus.AnearlyacademicpaperonrebrandingwasBerry’s（1988）summaryofOgilvyandMather’sbrandrevitalizationprogram.Acommontriggerforrevitalizingbrandsisunder-performance（Kapferer,1997）.Usingrenaming,anarrowapproachtorebranding,bothMuzellecetal.（2003）andMuzellecandLambkin（2006）foundthatstructuralfactorssuchasmergersandacquisitionswerethemaindriversofrebranding,withbrandimageimprovementrankedlower.Beforefocusingonrebrandingsuccessfactors,wenoteStuartandMuzellec’s（2004）argumentthatrebrandingmaynotbethesolutiontosomeproblems.Theysuggestthatrebrandingconsiderationsincludecomprehensiveassessmentofpotentialbenefits,clarityaboutwhatisbeingsignaled,andcheckingthatkeystakeholdersunderstandandsupporttheproposedchange.

Fouracademiccasestudiesmakemajorcontributionstounderstandingcorporaterebranding.Ewingetal.（1995）studiedtherebrandingofMazda（SouthAfrica）withachangefromanarrowfocusondurabilityandreliabilitytoamorecomplexanddifferentiatingsetofcorevalues–quality,technologyandexcitement.Themainlessonsweretheneedsforsensitivitytotheexistingcustomerbase,strongadvertising,andforinternalbrandingwithinthedealernetwork.Theselessonswerepackagedasasimplemarketingplanframework.

SchultzandHatch（2003）provideinsightsintothedevelopmentp