品牌管理的新议程外文翻译.docVIP

外文翻译 原文 Brand governance: The New Agenda in brand management MaterialSource: Journal of Brand Management Author: Richard Jones It is now almost a clich é to say that for many organisations, especially those in mature industries, brands are their most valuable assets, whether at the corporate or product level. Awareness of the value of brands has grown in recent decades, particularly throughout the 1980s mergers and acquisitions frenzy, which prompted some consumer goods companies to become alert to the equity held in their brands and begin valuing them on balance sheets, a trend that has been adopted more widely, accounting conventions permitting. As is often pointed out, a strong brand creates superior value and competitive advantage that is sustainable and, if well managed and nurtured, can be a long-term source of future value. Although other key resources may have fi nite lives ? material assets and research and development will be amortised, key people may leave and proprietary technologies become commodities – a successful brand is a long-term strategic asset. Of course, none of this is new. Although some sectors such as public and non-profit may still be moving up the learning curve, others, particularly the fast-moving consumer goods industry, have long been conscious of the importance of brands as key assets and the criticality to corporate wellbeing attached to managing them successfully. As a result, there is now a considerable body of practitioner expertise and academic theory that can be brought to bear in creating, building and valuing brand equity. However, what is new is a growing realization that this equity held in brands, which forms an ever-increasing proportion of many companies ’ balance sheets, stock market worth and is a prime source of tomorrow ’ s cashfl ow, increasingly needs to be safeguarded and secured against risk. This special issue of the Journal of Brand Management on Brand Governance is therefore timely. But why has awarenes