对未来品牌化的思考外文翻译.docVIP

外文翻译 原文 A view on the future of branding Material Source：Global Brand Stratergy Author：Sicco van Gelder The traditional perception of branding has been shortsighted and has cast brands as being cynically manipulative. This is due to an overly skewed attention to one group of stakeholders, namely shareholders. It is time for brands to prove their worth to consumers, their guidance to employees and business partners and, as a result of these activities, their value to shareholders. The author is founder of Brand Meta, a brand strategy and planning consultancy in Amsterdam, the Netherlands. He has over a decade of experience with worldwide research and consultancy on major brands. WHY BRANDING MAY BE IN PERIL Brands and branding are hot topics. It is almost impossible nowadays to open any serious newspaper or magazine(be they general or specialist)without coming across an article that touts the importance and value of brands. The arguments used to support this assertion generally run something like this: (1)Products and services have become so alike that they fail to distinguish themselves by their quality, efficacy, reliability, assurance and care. Brands add emotion and trust to these products and services, thus providing clues that simplify consumers’ choice. (2)These added emotions and trust help create a relationship between brands and consumers, which ensures consumers’ loyalty to the brands. (3)Brands create aspirational lifestyles based on these consumer relationships. Associating oneself with a brand transfers these lifestyles onto consumers. (4)The branded lifestyles extol values over and above the brands’ product or service category that allow the brands to be extended into other product and service categories. Thus saving companies the trouble and costs of developing new brands, while entering new lucrative markets. (5)The combination of emotions, relationships, lifestyles and values allows brand owners to charge a price premium for their products