英文文獻(xiàn)和翻譯：品牌戰(zhàn)略(參考版)
2024-08-27 18:58本頁面
【正文】 Brands are sometimes criticized within social media web sites and this must be monitored and managed.[3]167。 Brand managers sometimes set objectives that optimize the performance of their unit rather than optimize overall corporate performance. This is particularly true where pensation is based primarily on unit performance. Managers tend to ignore potential synergies and interunit joint processes.167。 In a diversified pany, the objectives of some brands may conflict with those of other brands. Or worse, corporate objectives may conflict with the specific needs of your brand. This is particularly true in regard to the tradeoff between stability and riskiness. Corporate objectives must be broad enough that brands with highrisk products are not constrained by objectives set with cash cows in mind (see . Analysis). The brand manager also needs to know senior management39。 Often product level managers are not given enough information to construct strategic objectives.167。 Brand managers sometimes limit themselves to setting financial and market performance objectives. They may not question strategic objectives if they feel this is the responsibility of senior management.167。 Gamble, considered by many to have created product branding, is a choice example with its many unrelated consumer brands such as Tide, Pampers, Abunda, Ivory and Pantene.With endorsed brand architecture, a mother brand is tied to product brands, such as The Courtyard Hotels (product brand name) by Marriott (mother brand name). Endorsed brands benefit from the standing of their mother brand and thus save a pany some marketing expense by virtue promoting all the linked brands whenever the mother brand is advertised.The third model of brand architecture is most monly referred to as corporate branding. The mother brand is used and all products carry this 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
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