1外文翻译原文Title:BrandLeadershipMaterialSource:NewYorkTheFreePressAuthor:Aaker,DavidABrandmanagementistheapplicationofmarketingtechniquestoaspecificproduct,productline,orbrand.Itseekstoincreasetheproduct’sperceivedvaluetothecustomerandtherebyincreasebrandfranchiseandbrandequity.Marketersseeabrandasanimpliedpromisethatthelevelofqualitypeoplehavecometoexpectfromabrandwillcontinuewithcompetingproductsmorefavorable.Itmayalsoenablethemanufacturertochargemorefortheproduct.Thevalueofthebrandisdeterminedbytheamountofprofititgeneratesforthemanufacture.Thiscanresultfromacombinationofincreasedsalesandincreasedprice,and/orreducedCOGS(costofgoodssold),and/orreducedormoreefficientmarketinginvestment.Alloftheseenhancementsmayimprovetheprofitabilityofabrand,andthus,“BrandManagers”oftencarryline-managementaccountabilityforabrand’sP&L(ProfitandLoss)profitability,incontrasttomarketingstaffmanagerroles,whichareallocatedbudgetsfromabove,tomanageandexecute.Inthisregard,BrandManagementisoftenviewedinorganizationsasabroaderandmorestrategicrolethanMarketingalone.Theannuallistoftheworld’smostvaluablebrands,pulishedbyInterbrandandBusinessWeek,indicatesthatthemarketvalueofcompaniesoftenconsistslargelyofbrandequity.ResearchbyMcKinsey&Company,aglobalconsultingfirm,in2000suggestedthatstrong,well-leveragedbrandsproducehigherreturnstoshareholdersthanweaker,narrowerbrandsseriouslyimpactshareholdervalue,whichultimatelymakesbrandingaCEOresponsibility.ThedisciplineofbrandmanagementwasstartedatProcter&GamblePLCasaresultofafamousmemobyNeilH,McElroy.PrinciplesofbrandmanagementAgoodbrandnameshould:?beprotected(oratleastprotectable)uddertrademarklaw.2?beeasytopronounce?beeasytoremember.?beeasytorecognize.?beeasytotranslateintoalllanguagesinthemarketswherethebrandwillbeusedattractattention?suggestproductbenefits?suggestthecompanyorproductimage?distinguishtheproduct“spositioningrelativetothecompetition?beattractive.Typesofbrands>premiumbrand>economybrand>fightingbrand>corporatebranding>individualbranding>familybranding>Functionsofbrand(Forconsumers)Identificationofsourceofproduct,Assignmentofresponsibilitytoproductmaker,Riskreducer,Searchcostreducer,Symbolicdevice.Signalofquality(ForManufacture)Meansofidentificationtosimplifyhandlingortracing,Meansoflegallyprotectinguniqueassociations，Sourceofcompetitiveadvantage,Sourceoffinancialreturns,(“StrategicBrandManagement”3rdedition,KevinLanekeller)BrandarchitectureThedifferentbrandsownedbyacompanyarerelatedtoeachotherviabrandarchitecture.In“productitsownnameandstyleofexpressionwhilethecompanyitselfremainsinvisibletoconsumers.Procter&Gamble,consideredbymanytohavecreatedproductbranding,isachoiceexamplewithitsmanyunrelatedconsumerbrandssuchasTide,Pampers,Abunda,IvoryandPantence.With“endorsedbrandarchitcture”,amotherbrandistiedtoproductbrands,suchasTheCourtyardHotels(productsbrandname)byMarriott(motherbrandname).Endorsedbrandsbenefitfromthestandingoftheirmotherbrandandthussaveacompanysomemarkingexpensebyvirtuepromotingallthelinkedbrandswheneverthemotherbrandisadvertised.Thethirdmodelofbrandarchitectureismostcommonlyreferredtoas“corporatebranding”.Themotherbrandisusedandallproductscarrythisnameandalladvertisingspeakswiththesamevoice.AgoodexampleofthisbrandarchitectureistheUK-basedconglomerateVirgin.Virginbrandsallitebusinesswith3itsnameTechniquesCompaniessome...
