外文翻译--营销管理.docVIP

毕业论文（设计）外文翻译 外文原文 Marketing Management What Is a Brand? The American Marketing Association defines a brand as a name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. In essence, a brand indentures the seller or maker. Whether it is a name, trademark, logo, or another symbol, a brand is essentially a seller’s promise to deliver a septic set of features, beets, and services consistently to the buyers. The best brands convey a warranty of quality. But a brand is an even more complex symbol. It can convey up to six levels of meaning, as shown in Table. The branding challenge is to develop a deep set of positive associations for the brand. Marketers must decide at which level(s) to anchor the brand’s identity. One mistake would be to promote only attributes. First, buyers are not as interested in attributes as they are in bani?ts. Second, competitors can easily copy attributes. Third, today’s attributes may become less desirable tomorrow. Ultimately, a brand’s most enduring meanings are its values, culture, and personality, which de?ne the brand’s essence. Smart ?rms therefore craft strategies that do not dilute the brand values and personality built up over the years. Brand Equity Brands vary in the amount of power and value they have in the marketplace. At one extreme are brands that are not known by most buyers. Then there are brands for which buyers have a fairly high degree of brand awareness. Beyond this are brands with a high degree of brand acceptability. Next are brands that enjoy a high degree of brand preference. Finally there are brands that command a high degree of brand loyalty. Asker distinguished ?ve levels of customer attitude toward a brand: 1. Customer will change brands, especially for price reasons. No brand loyalty. 2. Customer is satis?ed. No reason to change the brand. 3. Customer is satis?ed and would incu