英文文獻和翻譯：品牌戰(zhàn)略(文件)
【正文】 is name and all advertising speaks with the same voice. A good example of this brand architecture is the UKbased conglomerate Virgin. Virgin brands all its businesses with its name.TechniquesCompanies sometimes want to reduce the number of brands that they market. This process is known as Brand rationalization. Some panies tend to create more brands and product variations within a brand than economies of scale would indicate. Sometimes, they will create a specific service or product brand for each market that they target. In the case of product branding, this may be to gain retail shelf space (and reduce the amount of shelf space allocated to peting brands). A pany may decide to rationalize their portfolio of brands from time to time to gain production and marketing efficiency, or to rationalize a brand portfolio as part of corporate restructuring.A recurring challenge for brand managers is to build a consistent brand while keeping its message fresh and relevant. An older brand identity may be misaligned to a redefined target market, a restated corporate vision statement, revisited mission statement or values of a pany. Brand identities may also lose resonance with their target market through demographic evolution. Repositioning a brand (sometimes called rebranding), may cost some brand equity, and can confuse the target market, but ideally, a brand can be repositioned while retaining existing brand equity for leverage.Brand orientation is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalization. This has resulted in an evertougher petitive situation on many markets. A product’s superiority is in itself no longer sufficient to guarantee its success. The fast pace of technological development and the increased speed with which imitations turn up on the market have dramatically shortened product lifecycles. The consequence is that productrelated petitive advantages soon risk being transformed into petitive prerequisites. For this reason, increasing numbers of panies are looking for other, more enduring, petitive tools – such as brands. Brand Orientation refers to the degree to which the organization values brands and its practices are oriented towards building brand capabilities” (Bridson amp。 distinguish the product39。 be e
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