外文翻譯---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-其他專(zhuān)業(yè)(編輯修改稿)
2025-02-24 09:18 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 and managerial. Kohl and Stephens (1997) and Randall (1997) also confirm that panies that offer strong brands enjoy significant advantages to those that do not. All the more reason, therefore, to find out whether SMEs are aware of this and, if they are, how they handle it. Aaker’ s (1996) five guidelines for the creation of a strong brand are generally accepted within the field of business writing, although none of them apply specifically to SMEs. Keller (1998) is the only author to have paid particular attention to this question. He devotes, it must be said, only three of the 700 pages of his book to this subject but it is at least a beginning. He offers the following guidelines for the building of a strong brand by SMEs: on building one (or two) strong brands. a creativelydeveloped marketing program on one or two important brand associations, to serve as the source of “brand equity”. a wellintegrated mix of brand elements that support both brand awareness and brand image. a “push” campaign that aims to build the brand, and a creative “pull” campaign that will attract attention. the brand with as many secondary associations as possible. Methodology To understand the precise role of the entrepreneur and to provide answers to the five questions/undertakings listed earlier, a qualitative study based on indepth interviews with ten mainly middlesized panies was undertaken. Striking results were obtained. Typical of SMEs is the often allcontrolling and alldeciding role of the owner (director) of the pany. And when the role of brand management in SMEs is examined, then it is highly probable that the same owner will take the lead in setting guidelines and making decisions for that as well. Therefore, to guarantee the highest degree of reliability from such a study, it is from this person that the required information needs to be obtained, according to Gilmore and Coviello (1999). And in that, the study eventually succeeded. It is unlikely that, had conventional quantitative investigation methods been used, the investigation would have attained the desired level of insight into the world of SMEs. What are SMEs doing to create a heightened brand awareness? would be reasonable to suppose that, in general, everypany aspires to a high recognition of its brand. However, only a few panies stated – without being asked – that high brand recognition was one of the most important goals they wanted to reach with their marketing budget. Yet when the interviewees were asked – directly – whether brand recognition was one of marketing’s key goals, the majority answered yes. Thus it can be concluded that, in general, people unconsciously want create a wellknown brand. SMEs place their brand name on as many munications media as possible, from business cards and building facades to packaging and trucks, it is striking that not every pany places its brand name on the actual product! Some panies are selling products to consumers who will not be able to see who manufactured or supplied them. Remarkable! Especially because the products were already expensive enough. inter has pletely perated the SMEs. Every pany studied makes use of it. most monly used media for advertising are word of mouth, newspaper advertisements, brochures and PR exercises. Noticeably, less than half the panies studied use the television (either for adverts or sponsoring televised events) to municate their brand name. This is not something you would immediately expect from middlesized pan
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