管理品牌的长期发展.docVIP

毕业论文（设计）外文翻译 Managing Brands for the Long Run Revitalizing Brands Sometimes even the best-designed and implemented brand reinforcement strategies may fail. As noted above, changes in consumer tastes and preferences, the emergence of new competitors or new technology, or any new development in the marketing environment could potentially have a profound effect on the fortunes of a brand. In virtually every product category, there are examples of once prominent and admired brands that have fallen on hard times or, in some cases, completely disappeared. Nevertheless, a number of these brands—such as Harley-Davidson, Mountain Dew, and Chrysler—have managed to make impressive comebacks in recent years as marketers have breathed new life into their customer franchises. To revive their fortunes, brands sometimes have had to return to their roots to recapture lost sources of equity. Adidas, once the standard of athletic footwear, saw its leading market position overtaken by rivals Nike and Reebok as the company became mired in out-dated business practices and internal squabbles. New management,headed by a former chief executive at SaatchiSaatchi ad agency,began efforts to turn the brand around in 1993.Adidas decided to concentrate their efforts on the lucrative,but fickle,teenage market with the hope that this group might choose to reject brands adopted by their parents and others to create their own identity.New performance-oriented products,advertising,and athlete sponsors targeted a young,urban audience. Additional promotional efforts capitalized on the World Cup soccer tournament in the United States.Complementing thispulleffort,Adidas also attempted to increase their share of shelf space in stores.As a result,Adidas increased their share of the$8 billion athletic shoe market to 5%from 2%in just four years, and has become the number four sneaker company in the U.S., challenging number three Fila. In other cases,the meaning of the brand has had to fundamentally change to