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1、本科毕业论文（设计）外文翻译原文：BrandsandBrandingThetwenty-firstcenturyhasseencompaniesrecognizethepowerofastrongbrand.Atthetimewhentheglobaleconomyissubjecttochangingmarketdynamicsandheightenedcompetition,theroleofbrandsinthecommercialdomainhasneverbeengreater.Furthermore,w
2、iththewarintheMiddleEastcausingpoliticalandeconomicunease,investors,customers,andemployeesarequestioningwhomtheycantrust;theabilityofafamiliarbrandtodeliverprovenvalueisundeniable(Khermouch,2002).Brandsandbrandmanagementhavebeenkeyfocalareasforacademicsandprac
3、titionersalike.Theabilityofastrongbrandtodifferentiateitselffromsimilarcompetitorsisnotinquestion.Nonprofitbrandingappearstohavecomeofage.TheHabitatforHumanitybrand,forexample,wasrecentlyvaluedat$1.8billion(Quelchet al.,2004)reinforcingthesignificanceoftheprac
4、ticeofbrandingtononprofitorganizations.Itisarguedthatsuchrecognitioniswelloverdue.Historically,nonprofitshavebeenrelativelyslowtoadoptbrandingpracticesbecauseofdifficultiesincommittinginternalstakeholderstotheprocess(Grounds&Harkness,1996)andaperceptiononthepa
5、rtofsomenonprofitmanagersthatbrandingistoo“commercial”orevenimmoral(Ritchieet al.,1998).Furthermore,therehasbeenconcernthatformallyrecognizingacharityasabrandmayhaveanegativeimpactondonationsaspotentialdonorsmaybelievethosetobeunjustifiableexpensesandinappropr
6、iateuseofdonors’moneyinvolvedinbranding(Grounds,2005).Despitethisunderlyingreticencetouse“commercial”terminology,nonprofitorganizationshaveincreasinglybeenconcernedwiththemaintenanceofaconsistentstyleandtoneofvoiceandensuringthataconsistentpersonalityisproject
7、ed(Tapp,1996).Furthermore,Grounds(2005)arguesthatsuchpracticesaretheveryessenceofbrandmanagement,irrespectiveofwhetheranorganization’smanagementchoosestocallthemassuch.DefinitionTherearevariousdefinitionspresentedinthebrandingliteraturelargelybecauseasbrandsha
8、veevolvedinthelast century,theyhavebecomeacomplexmeansof,sometimesunspoken,communicationbetweenthebrandownerandtheconsumer.Eachdefinitiontendstoemphasizeratherdifferentdimensionsof
