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 present ing a new model o branding,one which draws upon the anthropologicacbnceptof cultureItreplaces the old model of a separate and controllable external—baranidnaignagereated to speak to consumers on behalf of a company. In the newompdeT, a true values replace the external brand image. We call this new model Brand Culture.Not thatwe’relookingfora proprietaryerm we can put a littlaefterand“monetize” or anythinually, we developed this model while trying to solve our clients^roblems and, at the same time, trying to figure out where this branding thing was going neThe theory of Brand Culture was partly inf ormed by Douglas Aitkin’ groundbreakingbook, The Cullingof Brands, which was one of the rst books to apply anthropologicaltheory in understandinghow certainbrands work — speci callycultb'rands.While cultsby de nitioa,re experiencedby the few, every human experiences culture, and every brand has the potential to develop brand culture. Our concept of Brand Culture has also been informed and validated by therecentwritingof some reall)brightanthropologiswho arestudyingthe way consumers use brands. And we love reading really bright anthropologists.Brand can promote the growth of the enterprise.In the ne\economicaltime, marketing of the biggest problemsto establish and manage an enterprise's brand. Whoever has a strong brand, the competi tion wi11 have the capitalin the futuremarketingis the brand name of thewar . Corporate brand from unknown to developintoa famous brand'ssuccessisa small to large process, and the enterprise is the growth of the life corresponding brand strategy the ...
