综合运用品牌分类的品牌建设外文翻译.docxVIP

综合运用品牌分类的品牌建设外文翻译 标题：Integrated brand building using brand taxonomies 原文： Introdution The process of buiIding and sustaining brands is changing. Until the early 1990s, it was an activity primarily undertaken by junior brand managers, who focussed on tactics, regarded their posts as good training grounds and moved on after a short tenure Low and Fullerton, 1994. With harsher environments forcing firms to work harder to grow profits, a shift i s occurr ing in the way firms are orga ni^ed for bra nd mem agemen t George, et al., 1994. Firms are restructuring around customers and the processes t h