全球化：标准化与品牌战略的新视角外文翻译.docVIP

外文翻译 原文 Standardization vs globalization : a new perspective of brand strategies Material Source: .hk/ Author: José F. Medina；Mike F. DuffyBrand standardization strategy Global trends towards technological change and modernization have induced a more accepting mindset for ideas and practices originated elsewhere. This is particularly true for trend-setting industries from modern societies. The ultimate challenge that a brand standardization strategy faces is to produce a single brand the core and augmented attributes of which are tailored domestically, yet have international appeal. This is a product offering that cuts across national market segments and can be produced in and/or exported from domestic facilities. The domestic target market constitutes the sole “authority” in establishing the benefit-generating attribute-standard(s) in the resulting brand. Intuitively, this strategy should provide industries such as toys and beverages with the greatest potential for long-term profitability. Mattel, for example, determined that there was a segment within countries that was likely to respond positively to their Barbie doll’s western phenol typical features. Interestingly, the dolls sold well without modifications in 60 countries (Kotler, 1986). Empirical evidence has also demonstrated that technology-intensive industries, such as scientific instruments and medical equipment, find “universal” acceptability (Cavusgil et al., 1993; Christensen et al., 1987). Brand standardization extends beyond the marketing of goods. Services such as live entertainment, sports, and movie-making are among the most likely to succeed with this strategy (García, 1995). For example, US entertainer Michael Jackson’s production company sold out four 100,000 seat-capacity concerts in Mexico City’s Aztec stadium in the spring of 1994; ticket prices ranged from $15 to $120 (Fortune Magazine, 1994). Brand adaptation strategy For many industries the wider the global reach the greater the number o