外文翻譯---中小企業(yè)成功的品牌管理：一種新的理論和實踐的提示-其他專業(yè)-文庫吧資料
2025-01-27 09:18本頁面
【正文】 the importance of the internal role of brand management in such an anization. An important finding is that passion for the brand throughout the pany is a very important factor, initiated by an active role of the entrepreneur him/ herself to achieving brand recognition. It does not cost anything and the impact appeared to be significant. Of course creativity is indispensable in this process. Practical implications – The change that directors of a relatively small pany should make is to place brand management in a top position in their daily mind set. Achieving brand recognition starts inside the anization itself. Originality/value – For the first time in history extensive research in brand management in SMEs has been bined with the creation of various new theories, resulting in many practical remendations. These are remendations that can be used by the reader in his or her own anization. instruction Brand management is a relatively young field of study, and one in which real interest was shown only during the final decade of the previous century. This was also the time when the most important theories were formulated and the most valuable literature produced. What is striking, though, is that attention was focused only on big panies and multinationals. So it was only on big panies and multinationals that the theories were based and about which the articles were written. Open practically any management book at random and it is a good bet that you will find Coca Cola, Nike, Philips, Unilever, Shell or Procter amp。 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 businesses? What problems do SMEs encounter in managing their brands? How do you go about increasing brand awareness? What is the relationship between brand management and marketing? These are all questions that remain unanswered in current brand literature. It is high time, therefore, for a closer study. Definition of the SME Before proceeding any further, however, a definition of theSME is required. The Bolton Report (Bolton, 1971) was the first to formulate a clear and generally accepted definition of small businesses. Wynarcyk et al. (1993) and Storey (1994) offered a critique of this, although there is little need to spend much time on it. It is more practical to make use of the most rece
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