2013年外文翻译--品牌资产的价值

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1、2350英文单词， 12500英文字符 ， 中文 3900字 文献出处： Procedia Economics and Finance 6 (2013) 444 - 448 The Value of Brand Equity Camelia Budac, Lia Baltador Abstract This paper aims to be a brief presentation of brand equity as a provider of strategic advantages for companies that own brands. Successful management

2、of a brand must be focused on values capitalization so that these attributes could represent a natural extension of general perception. The stated goal of any brand manager is to strengthen the brand values so that they may be easily recognizable and identifiable to the public. Keywords: brand; bran

3、d equity; brand valuation; best brands; performance indicators. 1. Introduction Branding is designing and managing brands to increase their net value. This activity is also called brand management; either of these two definitions name basically the same thing stated above. In his book Brand Simple,

4、Allen P. Adamson (2009) defines branding as the execution and management of things that determine how people perceive the brand. Like any other asset, brand management is very important for the success of the company in the market. If launched and supported effectively, the brand is a major corporat

5、e resource - sometimes the most valuable financial asset of an organization. The brand, as finance, investment, human resources, research and development, marketing, information technology and other corporate resources, needs authority, rules, proper funding, commitment and management. If thus suppo

6、rted the brand-resource will be as effective as any other resource, if not, the resource is exhausted.(Olins 2009) Brand design, launch and management involve both human and financial resources and the cooperation of several professionals from different disciplines such as design, marketing, human resources, finance and management. The brand consulting agency has the role of management and coordination in the process of branding and the general manager is the main responsible within the c