1、毕业论文（设计） 外文翻译 题 目： 浅谈企业的品牌文化建设 一、 外文原文 标题： Brand and Culture 原文： This is the first paper in a series of papers presenting a new model of branding, one which draws upon the anthropological concept of culture. It replaces the old model of a separate and controllable external brand imagean image create
2、d to speak to consumers on behalf of a company. In the new model, a companys true values replace the external brand image. We call this new model Brand Culture. Not that were looking for a proprietary term we can put a little after and monetize or anything. Actually, we developed this model while tr
3、ying to solve our clients problems and, at the same time, while trying to figure out where this branding thing was going next. The theory of Brand Culture was partly informed by Douglas Aitkins groundbreaking book, The Culling of Brands, which was one of the rst books to apply anthropological theory
4、 in understanding how certain brands workspecically cult brands. While cults, by denition, are experienced by the few, every human experiences culture, and every brand has the potential to develop a brand culture. Our concept of Brand Culture has also been informed and validated by the recent writin
5、gs of some really bright anthropologists who are studying the way consumers use brands. And we love reading really bright anthropologists. Brand can promote the growth of the enterprise. In the new economical time, marketing of the biggest problems is how to establish and manage an enterprises brand
6、. Whoever has a strong brand, the competition will have the capital. In the future marketing is the brand name of the war . Corporate brand from unknown to develop into a famous brands success is a small to large process, and the enterprise is the growth of the life corresponding brand strategy and
7、the focus has different characteristics. Brands occupy an increasingly prominent place in the managerial mind as well as the cultural landscape. Recent research has shown that brands are interpreted or read in multiple ways, prompting an important and illuminating reconsideration of how branding wor
8、ks, and shifting attention from brand producers toward consumer response to understand how branding interacts with consumers to create meaning. Largely missing from these insights, however, is an awareness of basic cultural processes that affect contemporary brands, including historical context, eth
9、ical concerns, and consumer response. Neither managers nor consumers completely control branding processes - cultural codes constrain how brands work to produce meaning. Brand Culture places brands firmly within culture to look at the complex underpinnings of branding processes. Reputation as a busi
10、ness and information mix, brand enterprises and their products are included in the technology, quality, function, culture, position in the market triggered the formation of information systems, enterprises and their products are identifiable symbol system. Brand, through its connotations of market i
11、nformation system and its response evaluation, which would affect market behavior, have the benefit of the enterprises behavior preferences, and further distinguishes it from the tangible elements of existence, become a functioning and intangible assets, the realization of their economic value and p
12、romote the growth of enterprises. A large number of Chinese and foreign enterprises of practice has proved that the brand is promoting enterprise growth is the main driving force Brand and the contribution of enterprises with the growth of enterprises have been expanding. Brand in the eyes of custom
13、ers and products is a sign that represents product quality, characteristics, represent enterprises operating characteristics, quality management requirements. Customers through brand can be very easy to identify and access the information, Access to information means that the costs of customer acqui
14、sition cost decreased. And the customer familiar with the brand or higher brand visibility, and also allows customers to purchase coefficient decreased risk perception. These two aspects of the comprehensive role of the customers buy psychological and purchase behavior of a certain brand products Pr
15、eferences, thus broadening the product sales. Brand culture is a company culture in which employees live to brand values, to solve problems and make decisions internally, and deliver a branded customer experience externally. It is the desired outcome of an internal branding, internal brand alignment
16、 or employee engagement effort that elevates beyond communications and training. A brand in order to be relevant to consumers and sustainable over time must operate much like a culture. A company must develop an ethos and a worldview that it absolutely believes in and then should act in accordance w
17、ith it. Everything the company does - every product or service it offers, every public statement, advertisement, website, internal policy, memo and business decisions it makes must be congruent with that ethos and worldview. If the brand truly represents an ethos and worldview which are attractive t
18、o consumers they will embrace the brand as part of their own identity. They will join the brand culture and participate in that culture as a way of expressing to the rest of the world who they are and what they believe in. An Apple iPod stands for a courageous, inventive, rebellious and audacious ap
19、proach to life that make every iPod user proud and give a badge of identity. It stands for the Apple way of doing things. Harley Davidson has created a rich body of meaning and embodied that meaning in a system of symbols and actions. This is the Harley Davidson brand culture - belief, passion, exci
20、tement, commitment etc. When consumer connects to a brand that aligns with their most deeply held beliefs and sense of identity they are essentially both pulling that brand into their own world and entering the world of that brand. The vital thing for any organization is to create this world for its
21、 consumers. The value of brand culture comes out when companies give its consumers something to believe in. Branding is usually associated with expensive advertising campaigns that draw a rosy picture of a given company. A picture that customers cannot always recognize when dealing with the company in real life.
