战略品牌定位研究中英文外文文献翻译2017.docVIP

本科毕业设计（论文） 中英文对照翻译 (此文档为word格式,下载后您可任意修改编辑!) 文献出处：Jean Wolk. THE STUDY ON THE STRATEGIC BRAND ORIENTATION [J]. Academy of Marketing Studies Journal, 2017, 1(2):32-42. 原文 THE STUDY ON THE STRATEGIC BRAND ORIENTATION Jean Wolk WHAT IS A BRAND ORIENTATION? The term brand orientation was first coined in the early 1990s (Gromark Melin, 2011). Urde (1999, p. 117) provides the classic definition of a brand orientation as an approach in which the processes of an organization revolve around the creation, development and protection of brand identity in an ongoing interaction with target customers with the aim of achieving lasting competitive advantages in the form of brands. Grant (1995) explains that the basis of a firms competitive advantage lies in its unique, valuable, and hard-to-imitate resources and competencies. What constitutes true competitive advantage depends upon the competitors and the customers in the market; these are the points of reference for what is unique and valuable (Urde, 1999, p.118). Gromark and Melin (2011, p.395) expand upon Urdes (1999) definition of a brand orientation: Brand orientation is a deliberate approach to brand building where brand equity is created through interaction between internal and external stakeholders. This approach is characterised by brands being the hub around which the organisations processes revolve, an approach in which brand management is perceived as a core competence and where brand building is intimately associated with business development and financial performance. In this revised definition, Gromark and Melin (2011) attempt to further emphasize (1) that brand orientation requires a deliberate approach to brand building, as opposed to the ad hoc approach to branding common to many firms (Gromark Melin, 2005; Baumgarth, 2009) and (2) the importance of making the brand the basis of the organizations processes. Accordingly, a firm is not considered brand oriented simply by virtue of the fact that is has bran