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1、外文翻译原文PrinciplesofBrandAssetManagementMaterialSource:BrandAssetManagementAuthor:ScottM.DavisMakeuseofabrandpropertytomanage,thebusinessenterprisecanbeintwolong-termvaluesthatmaximizebrand.First,thecustomer'sneedurgesthebusinessenterprisethrowinmorefinancialpowertoearninggreaterrepay.Sec
2、ondly,thebusinessenterprisewidespreadadmitstheydon'thavesuitablestrategy,cannotnicelyseizetheopportunityabodyfromthecustomerupearnstothatmoney.Carryoutabrandpropertytomanagestrategyismuchmorethanaprocess-althoughprocessalsoverykey,itevenneedsthecommitmentthatmanagestothebrandpropertyoft
3、hebuilt-uphighmanagementlayer,onlyhavesojustcansupportandcultivateabrandproperty,thisendpurposedeeplyandtransplantamongthecorporateculture.Akeyadvantagethatadoptsabrandpropertymanagementliesintheinvestmentrepaythatitcanraisebrandrate;Moreover,itcannotonlymaximizethegrowthpotentialofbran
4、d,butalsopreventfromappearingcustomer"unfaithfultorulerinducement";End,thiskindofmanagesthemethodprovidedaprincipleforthehighmanagerintheorganizationandotherpersonals,namelythehavingtheinitiativeofresourcesallocationandalldecisionsconcentrateonthesametarget:Maximizethelong-termvalueofbr
5、and.Firststage:DescribeabrandvisionThosehavefarsightedcompanytostilldescribeabrandvisionwhileillustratingcompanymission,valueandvision,thesecompanyalittlebitprobablyavoidmanyotherthefailureencounteredbyorganizations:Thecompanyofthesefailurehasnotochasebrandregardaspropertymanagement,but
6、equalpromotionactivityinthemarket.BEsellingoffseason,firsthewawayofisabrandbudgetisthiscakeof.Whytowanttodescribeabrandvision?Seefromthestrategicangle,itcancarryoutthreekeytargets:First,urgemanageronbrandofthelong-termgrowthtargetreachaconsensusandthesourceofexplicitgrowth;secondly,itca
7、nguidea8research;thethird,itdefinitelyannouncedtopublicfuturedevelopmentdirectionofcompanyandbrandheretowardallshareholdersdevelopoffunction.Thecontentsthatthebrandvisionillustratesincludesfollowingmainfactor:1、thestatementofbrandwholetarget2、identifythetargetmarketofdeveloping
