【正文】 kaging, the building facades and the pany stationery. But the logical next step of placing the brand name on the product itself does not always occur to them. It would appear that such a step is, even for the entrepreneur, less than selfevident. Within the broad range of munications media, it is striking that most emphasis is placed on television exposure: mercials and sponsorship of televised events. This calls for inventiveness and creativity, with which, for a relatively limited budget, it is possible to gain national recognition. Entrepreneurs are proud of their products. This reveals itself not just in their wish for the brand to be seen as a signifier of “quality” but also as possessing an “attractive, chic and distinguished design”. It is difficult to name one single success factor that a pany should possess if it wants to create a high(er) brand awareness. What is clear, however, is that creativity is a not unimportant factor. What emerges from the study is that such creativity must first and foremost e from the owner。 it should not be expected to emerge from within the pany. However, such an attitude has often been created by the entrepreneur him/herself. Source:Frank . brand management in SMEs: a new theory and practical hints,[J]. Unimeta Nederland UV,2021(4),p228233 譯文 ： 中小企業(yè)成功的品牌管理：一種新的理論和實(shí)踐的提示 摘要 目的 — 對(duì)中小企業(yè)品牌管理初始階段的研究。它不需要花費(fèi)任何資本而影響企業(yè)的形象。 這個(gè)研究忽略了幾乎百分之 95 的企業(yè)是中小型企業(yè)，也忽略了在美國(guó)小公司有時(shí)候是可以領(lǐng)到大企 業(yè)的，這在商業(yè)文獻(xiàn)中幾乎沒有被提到過。博爾頓報(bào)告是最早對(duì)于這種小 型的商業(yè)組織下清晰和普遍的定義的。但這樣的問題不會(huì)憑空出現(xiàn)。企業(yè)用他們的機(jī)構(gòu)對(duì)于施行品牌策略的認(rèn)知來(lái)建立嵌入式的品牌管理模式，品牌的管理不是一個(gè)一次性的聯(lián)系，而是需要每天不斷完善的市場(chǎng)策略。 。因此，為了保證這個(gè)研究的可靠性，研究的人員必須具有相關(guān)的技能，根據(jù)吉拉梅爾和卡維羅的測(cè)試，這個(gè)研究最后獲得了成功。 ，每個(gè)企業(yè)都須學(xué)會(huì)如何使用它。最終，質(zhì)量上的差距扮演了重要的角色。只有被詳細(xì)清楚的問到企業(yè)所想要達(dá)到的目標(biāo)的時(shí)候才會(huì)被提及。這說(shuō)明他們不僅僅希望把他們的品牌看成是一個(gè)重要的標(biāo)識(shí)，而且希望把他們的品牌設(shè)計(jì)成成吸引人的，時(shí)髦的，與眾不同的形象。然而，可以清楚的看到，創(chuàng)造性事至關(guān)重要的一個(gè)因素。 自然的，企業(yè)會(huì)把品牌放在比較容易識(shí)別的地方，比如包裝袋上，建筑墻面和企業(yè)內(nèi)部文具上。這也是企業(yè)產(chǎn)品區(qū)別于競(jìng)爭(zhēng)對(duì)手的一個(gè)方式。值得注意的是，只有一般一下的企業(yè)選擇電視（做廣告或者贊助電視節(jié)目）來(lái)進(jìn)行產(chǎn)品的宣傳。 中小企業(yè)如何提高品牌意識(shí) ，基本上每一個(gè)企業(yè)都渴望有一個(gè)很好的品牌認(rèn)知度。 牌組合支持品牌意識(shí)和品牌形象的發(fā)展。根據(jù)沙克和威姿在 1998 年的研究發(fā)現(xiàn)，對(duì)于長(zhǎng)期的品牌戰(zhàn)略，它所化的成本主要會(huì)影響以下三個(gè)方面：資金，戰(zhàn)略和管理。卡森等人在他們的產(chǎn)品和標(biāo)價(jià)上引用了很醒目的標(biāo)題。歐盟作為一個(gè)獨(dú)立和廣泛的組織給了它一個(gè)更加實(shí)際和被廣泛應(yīng)用的定義。即使花 100 萬(wàn)或者 100 萬(wàn)在你的品牌管理上，即使你有 25 個(gè)營(yíng)銷部門，可是效果往往與你的預(yù)料是相反的。創(chuàng)意 /價(jià)值 中小企業(yè)品牌管理的深入研究包含了各種新型理論的創(chuàng)造，這在歷史上是第一次的，提供了很多實(shí)際有用的建議。這篇文章對(duì)這個(gè)課題進(jìn)行了探索性研究和分析，特別是針對(duì)中小型企業(yè)。 Gamble used as the practical examples. This totally ignores the fact that at least 95 percent of all businesses belong to the small and mediumsized enterprise (SME) group, just as it also ignores the fact that in the USA, small businesses have taken the lead from the big ones， This is something scarcely mentioned in business literature. In fact, when brand management is discussed in books and journals, SMEs are never mentioned as a separate entity, even though there is a distinct difference in having e10 million, as opposed to e100,000, to invest in your brand, and in having a marketing department of 25 at your disposal as opposed. to having to plan and execute marketing campaigns all by yourself. Nevertheless, everyone knows the stories about a relatively small business that knew how to build a wellknown brand. The question is, how long does such a business remain a “ small business” ? Microsoft, Philips and Nike all started small and, thanks to enthusiastic entrepreneurs, grew into worldwide brands. The founder of Nike, Phil Knight, started working in his spare time in his garage and had to stretch every cent he owned as far as it would go. So how, as the owner of an SME, do you go about managing your brand? What role does brand management play in such businesse