在竞争市场中建立品牌的概念模型外文翻译.doc

毕业论文（设计）外文翻译 题　　目：　　　　　　中小企业自主品牌建立初探　　　　　　 一、外文原文 标题：Building brand identity in competitive markets: a conceptual model 原文： Introduction Building a brand driven culture is a lifelong commitment to a mindset and a way of life that takes time, planning and perseverance that produces intangible outputs which include greater customer satisfaction, reduced price sensitivity, fewer customer defections, a greater share of customers' wallets, more referrals, and a higher percentage of repeat business (Knapp, 2000). Customers value their relationships with their branded possessions and with marketing agents and institutions that own and manage the brand (Alexander?et al., 2002). The brand identity needs to focus on points of differentiation that offer sustainable competitive advantage to the firm. Brand identity is based on a thorough understanding of the firm's customers, competitors, and business environment. The brand identity needs to reflect the business strategy and the firm's willingness to invest in the programs needed for the brand to live up to its promise to customers (Aaker and Joachimsthaler, 2000). Strong brands enjoy customer loyalty, the potential to charge premium prices, and considerable brand power to support new product and service launches. Companies need to have thorough understanding of customer beliefs, behaviors, product or service attributes, and competitors. This paper presents a conceptual framework in the form of PCDL model for building brands that is based on literature review and case studies of very prominent brands in India. The managerial implications of the concepts emphasized are explained in the discussion section in the paper. Establishing brand identity Brand identity is a unique set of brand associations implying a promise to customers and includes a core and extended identity. Core identity is the central, timeless essence of the brand that remains constant as the brand moves to new markets and new products. Core identity broadly focu