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-其他專業(yè)-在線瀏覽
2025-03-24 09:18本頁面
【正文】 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 panies. These are also the same panies that have the results of such activities professionally analyzed. panies readily admitted that they would like their products to project an attractive, chic image. Whether the consumer sees them that way is another question. In addition, the panies would like their brand to be considered a likeable one. Finally, perceived quality plays a key role. Almost half the panies studied hope for such an association. This was also notable when the panies discussed ways of distinguishing their products from those of their petitors. The owners are proud of their products and make a point of letting that be known, but they would also like the consumer to recognize it. all is said and done, it would be difficult to distil, from this study, one mon denominator of the skills available within a pany that could be deemed necessary for the creation of increased brand awareness. The most monly proposed term was creativity. A wide range of other factors was mentioned, but only once. Conclusion The creation of high(er) brand awareness is not often a conscious goal when determining a pany’ s marketing budget. Only when questioned more closely is it clear that this is a target panies want to attain. But because,
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