毕业论文外文翻译-关于当代品牌战略与对策思考发展概况前景.doc

关于品牌价值的外文文献原文以及翻译译文 INTERNATIONAL FACTORING ON THE BRAND STRATEGY AND COUNTERMEASURES RESEARCH By T.Bettina With economic development and peoples living standards, increasing the wealth of material and products, business competition from products and services, competition, to a higher stage of the competition between brands. Brand is both a business products and services unique to the mark, to some extent also is a standard and commitment. It is a business permit to enter the market and consumers a bridge between the enterprises are relying on market positioning. ? ??? Brand strategy and practice of systematic research, only started in the late 1980s. In 1988, Philip. Morris and Nestles acquisition of two well-known, so that the brand value of the assets of the market to be officially confirmed, marking the modern era of the brand. Chinese enterprises in the theory and practice of brand strategy in recent years has made considerable progress and development, but the West still a big gap compared with developed countries. Promoting the brand strategy will help enterprises establish an advanced view of the market, and strengthen the awareness of the market. ? ??? First, the concept of brand strategy-related analysis ? ?? ?(A) the definition of brand and constitute ? ??? The most basic brand is defined as one intended to be used to identify (or group) vendor in terms of quality products and services names, terms, mark, symbol or design, or their combination, and intended to be used to distinguish one (or a group) and its vendor Competitors. Brands include brand names, trademarks and brand logo. Brand, in essence, represents the seller to the buyer on the delivery of the product features, benefits and services, consistent commitment to the brand is the best guarantee of quality. ? ??? The brand is divided into 6 levels of meaning: attributes, interests, values, culture, personality, the user. Therefore, the most durable brand is the meaning of their values, culture