更好，更快，更便宜地打造强势品牌外文翻译.docVIP

外文翻译 原文 Building Strong Brand Better Faster,and Cheaper Annual Reports of Arnold Saks Associates 2002 Amold Saks Associate Growth is the top priority for most companies today.With this in mind, many CEOs are turning to their brands as important elements to jumpstart growth and profitability.They are taking this path because they recognize that strong brands have historically been associated with accelerated revenue growth and improved returns to shareholders. They know that stronger brands are rewarded with higher degrees of customer loyalty and higher price premiums and that the ability to leverage strong brands is a key success factor enabling companies to launch new businesses. But CEOs are not only pushing for strong brands, they are also demanding that they rebuilt and maintained better, faster, and cheaper. But this demand for strong brands better, faster, and cheaper presents a real challenge, since the environment for building strong, distinctive brands has never been more difficult. The bar has risen because of an increasing convergence in both product and service levels in most categories, making it harder to sustain distinctive brands. In tandem, as brands are exposed across increasing numbers of “touchpoints”, customers are more aware of positive and negative brand experiences, and these experiences are then broadcast quickly by word of mouth. In this environment, some stellar brands have flourished ,like Starbucks and Saturn ,but many more, such as United Airlines and Kmart, have fallen on harder times. And, just as the pressures from Wall Street require companies to deliver results faster, the costs of brand building have been escalating quickly. Media budgets have often become colossal in order to rise above the clutter, challenge audience skepticism, and break into customers’ consciousness. Further, the requirement for substantial nearterm investments and results means that many companies face significant resource and timing constraints. The up