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1、综合运用品牌分类的品牌建设外文翻译标题：Integratedbrandbuildingusingbrandtaxonomies原文：IntrodutionTheprocessofbuiIdingandsustainingbrandsischanging.Untiltheearly1990s,itwasanactivityprimarilyundertakenbyjuniorbrandmanagers,whofocussedontactics,regardedtheirpostsasgoodtrainin
2、ggroundsandmovedonafterashorttenureLowandFullerton,1994.Withharsherenvironmentsforcingfirmstoworkhardertogrowprofits,ashiftisoccurringinthewayfirmsareorgani^edforbrandmemagementGeorge,etal.,1994.Firmsarerestructuringaroundcustomersandtheprocessesthataddv
3、aluetocustomersconsumptionexperiences.Thisisresultinginbrandmanagementbecomingmoreofateam-basedactivity,managedatmoreseniorlevelsbypeoplewhoadoptamorestrategicperspective.Thestrengthofthisisthatabroadspectrumofski11scanberichlyfusedtoaddressthemyriadofco
4、mpany-wideissuesthatneedcoordinatingwhenimplementingbrandstrategy.However,becauseofteammembersdiversebackgrounds,thereisagreaterlikelihoodofdifferingintcrprctdtionsaboutthenatureoftheirbrandAssael,1992.Inthesesituationsfirmsmightnotbegainingimumbenefitfr
5、omharmonizingalltheactivitiesacrosstheirvaluechains,sincedifferentdepartmentsmaynotbeworkingtowardthesamegoalcf.MintzbergandWaters'1982formulatedversusrealizedstrategy.Asthispapershows,differentcategoriesofbrandsneedmanagingindifferentways-Unlessallmembe
6、rsofthebrand，steamfullyappreciatethetypeofbrandtheyaremanaging,theymayindividuallybemakingincorrectassumptionsabouttheworktheirdepartmentshouldundertake,resultinginsuboptimalefficiency.Forexample,oneorganizationlaunchedasuccessfuldrinksbrandandafewyearsl
7、aterthendevelopedavariantwhichhadamoreup-marketpositioning.Thenatureofthisnewbrandvariantwaspoorlycommunicatedinternally,andbecauseofthis,someofthenationalaccountssalesteamadoptedeminappropriatepolicyofpricediscountingtogaindistributionthroughsomeofthema
8、jorgroceryretailers.Whenthefirmundertookanaudittoassessthevariant，spoorperformancctheyrecognizedthenccdforabrandtaxonomythatfacilitatesinternalcommunicationaboutthenatureoftheirdifferentbrands,andwhichhelpsdevelopamorecohe
