文档介绍：毕业论文(设计)外文翻译
题目: 中小企业的品牌建设——以某企业为例
一、外文原文
标题:Marketing Management
原文:
What Is a Brand?
The American Marketing Association defines a brand as a name, term, sign, symbol, or design, or bination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those petitors.
In essence, a brand indentures the seller or maker. Whether it is a name, trademark, logo, or another symbol, a brand is essentially a seller’s promise to deliver a septic set of features, beets, and services consistently to the buyers. The best brands convey a warranty of quality. But a brand is an even plex symbol. It can convey up to six levels of meaning, as shown in Table.
The branding challenge is to develop a deep set of positive associations for the brand. Marketers must decide at which level(s) to anchor the brand’s identity. One mistake would be to promote only attributes. First, buyers are not as interested in attributes as they are in banifits. Second, competitors can easily copy attributes. Third, today’s attributes may e less desirable tomorrow. Ultimately, a brand’s most enduring meanings are its values, culture, and personality, which define the brand’s essence. Smart firms therefore craft strategies that do not dilute the brand values and personality built up over the years.
Brand Equity
Brands vary in the amount of power and value t