【正文】 rket triggered the formation of information systems, enterprises and their products are identifiable symbol system. Brand, through its connotations of market information system and its response evaluation, which would affect market behavior, have the benefit of the enterprise39。畢業(yè)論文（設(shè)計(jì)） 外文翻譯 題 目： 淺談企業(yè)的品牌文化建設(shè) 一、 外文原文 標(biāo)題： Brand and Culture 原文： This is the first paper in a series of papers presenting a new model of branding, one which draws upon the anthropological concept of culture. It replaces the old model of a separate and controllable external brand image—an image created to speak to consumers on behalf of a pany. In the new model, a pany’s true values replace the external brand image. We call this new model Brand Culture. Not that we’re looking for a proprietary term we can put a little after and ―moize‖ or anything. Actually, we developed this model while trying to solve our clients’ problems and, at the same time, while trying to figure out where this branding thing was going next. The theory of Brand Culture was partly informed by Douglas Aitkin’s groundbreaking book, The Culling of Brands, which was one of the ?rst books to apply anthropological theory in understanding how certain brands work—speci?cally ―cult‖ brands. While cults, by de?nition, are experienced by the few, every human experiences culture, and every brand has the potential to develop a brand culture. Our concept of Brand Culture has also been informed and validated by the recent writings of some really bright anthropologists who are studying the way consumers use brands. And we love reading really bright anthropologists. Brand can promote the growth of the enterprise. In the new economical time, marketing of the biggest problems is how to establish and manage an enterprise39。s brand. Whoever has a strong brand, the petition will have the capital. In the future marketing is the brand name of the war . Corporate brand from unknown to develop into a famous brand39。s behavior preferences, and further distinguishes it from the tangible elements of existence, bee a functioning and intangible assets, the realization of their economic value and promote the growth of enterprises. A large number of Chinese and foreign enterprises of practice has proved that the brand is promoting enterprise growth is the main driving force Brand and the contribution of enterprises with the growth of enterprises have been expanding. Brand in the eyes of customers and products is a sign that represents product quality, characteristics, represent enterprises operating characteristics, quality management requirements. Customers through brand can be very easy to identify and access the information, Access to information means that the costs of customer acquisition cost decreased. And the customer familiar with the brand or higher brand visibility, and also allows customers to purchase coefficient decreased risk perception. These two aspects of the prehensive role of the customers buy psychological and purchase behavior of a certain brand products Preferences, thus broadening the product sales. Brand culture is a pany culture in which employees live to brand values, to solve problems and make decisions internally, and deliver a branded customer experience externally. It is the desired oute of an internal branding, internal brand alignment or employee engagement effort that elevat