企業(yè)品牌建設(shè)一個(gè)方法論【外文翻譯】

1、畢業(yè)論畢業(yè)論文（文（設(shè)計(jì)設(shè)計(jì)）外文翻）外文翻譯題目：企業(yè)品牌建設(shè)初探一、外文原文標(biāo)題：CpateBrBuilding:AMethodology原文：BRBUILDINGVSREPUTATIONMANAGEMENTTheauthhasalwaysfoundthetermreputationmanagementalittlelimp.Itdoesnotpassthecocktailpartytest.Ifsomeoneaskedatthem

2、etaphiccocktailpartyWhatdoyoudoTheauthwouldnotimaginesayingOh...Imanagereputations.Putbluntlyasaclientnotaconsultantitwouldseemwastefultopaygoodmoneyfsomeonetomanagemyreputation.Itsoundslikesomethingtobedonefoneselfnotle

3、fttosomeoneelse.itdocsnotsoundespeciallydynamic.Ontheotherhpayingsomeonetobuildmybrsoundsaltogethermeenergeticuseful.ThatisoneofthereasonswhytheauthscompanyevolveditsstraplinefromPRsolutionstomarketingproblemstobuildingc

4、pateproductbrs.Theotheristhatitbetterexpresseswhatthefirmnowdoesasaconsultancy:cpateaswellasmarketingPR.Theidentityshiftdidhoweverpresenttwoproblems.Firstwedidnotwanttoalienateclientswhodidnotseetheirganisationsasbrs.Muc

5、hofourbusinessisinthepublicsect.Wedonotyetliveinawldwheregovernmentbodiesseethemselvesasbrs(althoughwiththereinventionoftheLabourPartyitmayonlybeamatteroftime).Puttingthecpatebefeproductinthestraphelped.Thetermproductbrl

6、eadsontoconsumerPRwhichisonlypartofourwk.SecondlyitbeggedthequestionifweareabrbuildingPRfirmthenhowexactlydowebuildbrsespeciallycpatebrsWeneededtopackagewhatwewerealreadydoingacrossthefirmindifferentwaysintoabestpractice

7、methodologyavailabletoourstaff.Whatfollowsisbasedoninternalseminarpresentationsaboutthismethodology.Abrisasetofassociationsinthemindoftheconsumer.IfweagreewithOgilvyagoodproductbrofferstheconsumerpositiveassociationsbase

8、donemotionasmuchasonreason.Individualsshareaspiretothevaluesbehindthatbr.Theybuythebrbecauseofwhatitsaysaboutthem.AssumingtheycanaffdittheybuytheirbelovedMercedesbecausetheyliketheassociations(enjoythedrive).Actuallythey

9、arenotbuyingabratalltheyarebuyingacar.Thebrisintangibleitisintheirmind.Itisequallyintangiblewhetherthebrisattachedtoaproducttoanganisation.PluswithmanybrsMercedesisagoodexampletheproductbrthecporatebrarevirtuallyindistin

10、guishable.IfitwasrumouredonedaythatMercedeswerelaunchingathreewheelerwewouldexpectittohavesimilarqualitiestotheirfourwheelers.Itisthisequalityofintangibilitythatmakesitpossibletobuildabraroundafirm(cpatebr)asreadilyasaro

11、undaproduct(productbr).Butcpatebrbuildingismecomplexmechallengingbecauseproductsareobjectswhileganisationsarepeople.Theauthsfirmseesacpatebrasmadeupofthreeelements:visionvaluesstyle.“Vision“isasmuchagivingthingasaseeingt

12、hing:thecontributionafirmmakestoitsstaffitscustomersitsindustryitslocalpossiblyglobalcommunity.Theacidtestistoask:ifthefirmdisappearedovernightwouldanyonenoticecareTheauthbelievesthewldwouldtakenoticemournthedemiseofafir

13、mlikeApplefinstanceincomparablymethanahostofitslesserrivals.Appleisnotjustrespectedappreciated.Itislovedbecauseofitsmissiontocreateproductswhichempowerdelightpeople.“Values“arewhatthefirmstsfitsprinciplesexpressedthrough

14、policiespractices.Thesearedefinedasmuchbywhatthefirmdoesnotdoasbywhatitdocs.TheextradinaryovernightsuccessoftheCooperativeBankfexample(whichwokeuponemningthrewoutitstiredoldfashionedwardrobereplaceditwithanewsetofnattyde