品牌战略的服装和纺织品市场（外文翻译）.docVIP

本科毕业论文（设计） 外文翻译 原文： Brand Strategy in the Clothing and Textile Market Essence of Brand The constanily changing market poses new challenges to clothing enterprises, and the clients，demands are also continually rising, and so it is necessary every now and again to offer them a higher added value. This added value is a properly planned brand strategy, the so-called branding. A brand image is defined through its selected symbolic patterns. The most important among these are the brand’s name, logo, and composition of graphic elements and colours all associated with the company. It is crucial for a brand built 011 these elements to give a clear message to the customer about the kind of company he is dealing with, what its product is and who the clients are. All the elements comprising a brand image have to be closely related to the idea and goals of the company. This certainly helps its positive identification，and as a result a strong and distinct image is created in the customers* mind. It is important that the customer’s mind should absorb and retain as much information about a brand as possible; some time later this is translated into the recog- nisability and prestige of a brand on the market. A brand product offers a sense of safety, and guarantees quality and reliability. Brand values are features that appeal to the emotional sphere of human perception. Hence a brand is the most valuable asset of a company, and customer satisfaction is the key to a long-term success. As consumers must have a reason for selecting this given brand from among many others, each brand should have a motto apart from its distinctive usability. It is necessary to define why it is different and what its position Brand Management Using a brand strategy is possible in two cases. The first is when a company or a product already exists on ihe market; ihe second is when the company wants to enter the market and wishes to make itself known to potential clients. The actions carried out in the firs