企业品牌战略研究外文翻译毕业论文
品牌营销策略外文文献
品牌营销策略外文文献Brand Marketing StrategyIntroductionBrand marketing is a crucial aspect of any business strategy as it helps create awareness, build loyalty, and differentiate a company's products or services from its competitors. This paper aims to discuss various brand marketing strategies and their importance in the global market.Importance of Brand MarketingBrand marketing plays a vital role in creating a positive perception of a brand in consumers' minds. It helps build trust, credibility, and loyalty among customers, leading to repeat purchases and brand advocacy. A strong brand also allows a company to command premium prices for its products or services and gives it a competitive advantage in the market.Brand Positioning StrategyBrand positioning is a crucial step in brand marketing strategy as it determines how a brand should be perceived in the market. It involves identifying the target audience, understanding their needs and preferences, and positioning the brand in a way that resonates with them. This can be achieved through effective communication, advertising, and branding activities.Brand Differentiation StrategyBrand differentiation is an essential aspect of brand marketing, especially in highly competitive markets. It involves highlighting the unique features, benefits, or values of a brand that set it apart from its competitors. This can be done through product innovation, superior quality, excellent customer service, or a unique brand personality.Brand Extension StrategyBrand extension is a strategy where a company uses its established brand name to launch new products or enter new markets. This strategy leverages the existing brand equity to gain a competitive advantage and reduce the risk associated with introducing new products or entering new markets. However, it is important to ensure that the brand extension aligns with the brand's core values and does not dilute its equity.Digital Marketing StrategyWith the advent of the internet and social media, digital marketing has become an integral part of brand marketing strategy. It helps businesses reach a wider audience, engage with customers in real-time, and build an online brand presence. Digital marketing activities include search engine optimization (SEO), social media marketing, content marketing, influencer marketing, email marketing, and paid advertising.Customer Relationship Management StrategyBuilding strong relationships with customers is essential for long-term success and brand loyalty. Customer relationship management (CRM) strategy involves collecting and analyzing customer data to understand their preferences, needs, and behaviors. This information can then be used to personalize marketing communications, offer tailored products or services, and provide excellent customer service.ConclusionIn conclusion, brand marketing plays a crucial role in the global market as it helps create awareness, build loyalty, and differentiate a brand from its competitors. Various brand marketing strategies, such as brand positioning, differentiation, extension, digital marketing, and customer relationship management, can be used to achieve these objectives. It is essential for businesses to continuously evaluate and adapt their brand marketing strategies to stay competitive and meet evolving customer preferences.。
品牌战略英文作文
品牌战略英文作文Brand strategy is crucial in today's competitive market. It helps a company differentiate itself from competitorsand build a strong brand image.When developing a brand strategy, it is important to consider the target audience and their preferences. Understanding what resonates with consumers can help create a brand that connects with them on a deeper level.Consistency is key in brand strategy. From the logo and color scheme to the messaging and customer experience, everything should align with the brand's values and promise.In today's digital age, social media plays asignificant role in brand strategy. It allows companies to engage with their audience in real-time and build relationships that go beyond traditional marketing tactics.A successful brand strategy not only attracts newcustomers but also retains existing ones. By delivering on promises and providing a consistent brand experience, companies can create loyal customers who advocate for the brand.In conclusion, brand strategy is essential for any business looking to succeed in today's competitive market. By understanding the target audience, maintaining consistency, leveraging social media, and focusing on customer retention, companies can build a strong and memorable brand that stands out from the competition.。
毕业论文外文文献翻译Brand-Strategy-Research企业品牌战略研究
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毕业论文英文文献总结《品牌》
毕业论文英文文献总结《品牌》第一篇：毕业论文英文文献总结《品牌》毕业论文中英翻译Brand050511班陈露20051235 Concepts Some people distinguish the psychological aspect of a brand from the experiential aspect.The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience.The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.People engaged in branding seek to develop or align the expectations behind the brand experience(see also brand promise), creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace.The art of creating and maintaining a brand is called brand management.Careful brand management, supported by a cleverly crafted advertising campaign, can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make.This concept, known as creating value, essentially consists of manipulating the projected image of the product so that that the consumer seesthe product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution.Modern value-creation branding-and-advertising campaigns are highly successful at inducing consumers to pay, for example, 50 dollars for a T-shirt that cost a mere 50 cents to make, or 5 dollars for a box of breakfast cereal that contains a few cents' worth of wheat.A brand which is widely known in the marketplace acquires brand recognition.When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise.One goal in brand recognition is the identification of a brand without the name of the company present.For example, Disney has been successful at branding with their particular script font(originally created for Walt Disney's “signature” logo), which it used in the logo for .Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic(see also brand promise).From the perspective of brand owners, branded products or services also command higher prices.Where two products resemble each other, but one of the products has no associated branding(such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.Brand name The brand name is often used interchangeably w ithin “brand”, although it is more correctly used to specifically denote written or spoken linguistic elements of any product.In this context a “brand name” constitutes a type of trademark, if the brand name exclusively identifies thebrand owner as the commercial source of products or services.A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration.Advertising spokespersons have also become part of some brands, for example: Mr.Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's.The act of associating a product or service with a brand has become part of pop culture.Most products have some kind of brand identity, from common table salt to designer jeans.A brandnomer is a brand name that has colloquially become a generic term for a product or service, such as Band-Aid or Kleenex, which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively.Brand identity How the brand owner wants the consumer to perceive the brandHoward Schultz(president, ceo and chairman of Starbucks “No-brand” branding Recently a number of companies have successfully pursued “No-Brand” strategies, examples include the Japanese company Muji, which means “No label, quality goods” in En glish.Although there is a distinct Muji brand, Muji products are not branded.This no-brand strategy means that little is spent on advertisement or classical marketing and Muji's success is attributed to the word-of-mouth, a simple shopping experience and the anti-brand movement.Another brand which is thought to follow a no-brand strategy is American Apparel, which like Muji, does not brand its products.[3] [4] [5]Derived brands In this case the supplier of a key component, used by a number of suppliers of the end-product, may wish to guarantee its own position by promoting that component as a brand in its own right.The most frequently quoted example is Intel, which secures its position in the PC market with the slogan“Intel Inside”.Brand extension The exis ting strong brand name can be used as a vehicle for new or modified products;for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luggage,(sun-)glasses, furniture, hotels, etc.Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a restaurant guide, Adidas and Puma to personal hygiene.Dunlop extended its brand from tires to other rubber products such as shoes, golf balls, tennis racquets and adhesives.There is a difference between brand extension and line extension.When Coca-Cola launched “Diet Coke” and “Cherry Coke” they stayed within the originating product category: non-alcoholic carbonated beverages.Procter & Gamble(P&G)did likewise extending its strong lines(such as Fairy Soap)into neighboring products(Fairy Liquid and Fairy Automatic)within the same category, dish washing detergents.Multi-brands Alternatively, in a market that is fragmented amongst a number of brands a supplier can choose deliberately to launch totally new brands in apparent competition with its own existing strong brand(and often with identical product characteristics);simply to soak up some of the share of the market which will in any case go to minor brands.The rationale is that having 3 out of 12 brands in such a market will give a greater overall share than having 1 out of 10(even if much of the share of these new brands is taken from the existing one).In its most extreme manifestation, a supplier pioneering a new market which it believes will be particularly attractive may choose immediately to launch a second brand in competition with its first, in order to pre-empt others entering the market.Individual brand names naturally allow greater flexibility by permitting a variety of differentproducts, of differing quality, to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products.Once again, Procter & Gamble is a leading exponent of this philosophy, running as many as ten detergent brands in the US market.This also increases the total number of “facings” it receives on supermarket shelves.Sara Lee, on the other hand, uses it to keep the very different parts of the business separate —from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose.In the hotel business, Marriott uses the name Fairfield Inns for its budget chain(and Ramada uses Rodeway for its own cheaper hotels).Cannibalization is a particular problem of a “multibrand” approach, in which the new brand takes business away from an established one which the organization also owns.This may be acceptable(indeed to be expected)if there is a net gain overall.Alternatively, it may be the price the organization is willing to pay for shifting its position in the market;the new product being one stage in this process 毕业论文英文翻译050511班陈露20051235一、概念（一）、概念一些人区别一种品牌的心理是来自经验方面。
品牌战略外文翻译
附录一During the operation of Global brand strategy, most of the MNCs are in a dilemma of Standardization and Localization. They sometimes are bigoted to standardization, sometimes are in deep love with completely localization. Neither of them is right. The authors take the case of Global brand strategy of Motorola (China) Electronics Ltd. for example and carry out an empirical study of sixty global companies operating in Chinese market. According to the shaping condition, strategy advantages, operating mode, management system of global brands and a series of problems of operation of global brand strategy of MNCs, the authors innovatively develop the strategic model of Global Standard Brand Strategy and Localization Management for MNCs.The concept of geographical brand from the angle of marketing, and points out the real reason why there is no more than 10% sale of market enterprise brands are produced by inducing the mutual model of geographical brand through demonstrative research and make up the shortage of the research on influencing factors of the assimilation of enterprise brands under the situation of mutual geographical brand. By applying demonstrative research, it shows: the extent of the legislative object which is under the protection of national appellations of origin is too wide, and the creation of technology and the development of technology will be restricted; the naming of products should avoid the appellations of origin as much as possible; if the restriction of mutual geographical brand should not be broke through, the enterprise strategy to achieve the strong brand is dangerous.On the basis of empirical data, this paper analyzes the regional differences of dominant factors that affect the brand loyalty from both macro and micro perspectives. According to the regional socioeconomic situation, the differences of perceived brand values which drive brand loyalty are examined. It is shown that the influence of functional, symbolic and experiential values on brand loyalty is various in different socioeconomic situations. Results in this paper promote the comprehension of the diversity among consumers across different regional markets, and offer meaningful reference for marketing in this newly emerging big market.By the means of Transaction Cost Analysis, the article explains how an enterprise decides appropriate marketing channel governance forms during industry lifecycle. The article points out that the major determining factors of channel governance strategy are: the level of asset specificity, environmental uncertainty and transactionfrequency. During the different stages of industry lifecycle, it is the above three factors that collectively influence the level of channel production efficiency and channel governance efficiency, which ultimately determine what channel governance form an enterprise shall adopt.This article uses the multi-method to study the phase of consumer’s experiences after their impulse buying. We are trying to investigate, when the impulse buying occurred, how the resul t of the impulse buying influenced the consumer’s buying impulsiveness and normative evaluations of the next impulse buying decision. The finding shows that, when the negative result goes to some extent, the next impulsive buying would be influenced very much. And ulteriorly, we find there is much deferent trait between the male and female consumers as well as among the consumers who have different buying impulsiveness trait. As one of general buying behaviors, impulse buying is affected by many factors. Researchers had paid attention to the effect of mood on impulsive buying, but they did not study the process of it.Through introducing the mood self-regulation motivation and browsing,the article expounded the course through which negative mood influenced the impulse buying ,considering the impossible factors during the course at the same time,and the hypotheses were verified by empirical method. Theoretical and managerial implications, as well as future research directions were also provided.Consideration set including a set of brands that a consumer will actively consider and evaluate during his buying process. Only those brands in consideration set can be bought ultimately by consumers . Consideration set has been an important research field of Western scholars for about forty years, While our domestic scholars carried through little research on this topic .This paper will test the influence of product-harm crisis and its responsing process on consumer consideration set using data from a filed experiment carried out in shanghai.Customers are likely to view the services as a bundle of attributes, which may differ in their contribution from the service evaluation and choice. In this article, we study the attributes of inpatients satisfaction. By using factor analysis and multiple linear regression, we found (1) the attributes which affect inpatients’ satisfaction include medical quality, the understanding and communication with hospital staff, environment, waiting time and additional service. (2) medical quality is the most important aspect. The second is understanding and communication. The other three attributes are not so import.Building a model of customer decision-making behaviour to the international education industry for understanding the characteristics of this kind of decision-making behaviour. The results indict that the model as cultural value—motivation—intent to study abroad gives us a good way to understand the students who intent to study abroad. The financial barriers and psychological problem will moderate the relationship between motivations and intention to study abroad. Under the current competition environment, building good relationship with high value customers is an important way for enterprises to gain competitive advantage. An approach to cluster customers and analyze their characteristics is put forward in this paper. The basic analysis process of the method consists three stages. Firstly, through querying transaction records and analyzing transaction cost, each customer’s total profit contribution to enterprise can be gained, and it is used to measure the customer value. Secondly, the k-means clustering method is used to partition customers into different clusters by their value. Lastly, a decision tree is built to reflect customer characteristics with different customer value, and help the management to develop right customer strategy.This article expands the concept of brand in theory, gives the relation and harmony theory model of enterprise innovation competence and the competitive competence of brand, and studies the multiplier effect theories of enterprise's innovation ability and brand competitiveness.Based on the theories of marketing channel behaviors and relationship marketing, by testing hypotheses, this paper explores the impact of relationship marketing orientation on a firm’s marketing channel behaviors. It found that, firstly, relationship marketing orientation has a positive effect on a firm’s exercises of noncoercive power, and has a negative moderate effect on the positive relationship between firm’s power and its exercises of coercive power. Secondly, relationship marketing orientation positively affects a firm to adopt joint-problem-resolution approach. And finally, a firm’s exercises of coercive power are positively related to the firm’s adoption of joint-planning approach, and the firm’s exercises of noncoercive power are negatively related to the firm’s adoption of joint-planning approach and positively related to the firm’s adoption of joint-problem-resolution approach.In this paper, the model of Revelation Principle in Game Theory is used into Market Segmentation. In the initial transaction, the monopolistic firm offers a menu of Marketing Strategies Portfolio designed according to the distribution o f customers’utility in order to differentiate customers based on their selected marketing strategy. In a long-term firm- customers relationship, the firm implements Market Segmentation through the information gained in the initial transaction, and get the added value by customization in product development or individualistic service. We investigated the Market Segmentation implemented through matching of product and pricing strategy and its properties, and proved similar result resulted from combination of product, pricing and promotion strategy.From: Philip kotler（2004）. Megamarketing.Various Views’ World.Harvard.Business Review.附录二在贯彻全球品牌战略的过程中，各跨国公司经常会在标准化与本土化之间处于模棱两可、进退两难的境地，有时可能陷入脱离东道国市场的盲目标准化的思路，有时又可能实行完全本土化的思路。
品牌战略研究外文翻译文献
品牌战略研究外文翻译文献品牌战略是企业在市场竞争中取得竞争优势的关键因素之一。
品牌战略的制定和执行对企业的长期发展具有重要意义。
本文将介绍一篇关于品牌战略研究的外文翻译文献，该文献探讨了品牌战略的关键要素和实施策略，以及如何利用品牌战略来提高企业的竞争力。
该文献的标题是“Building a Strong Brand: A Comprehensive Review and Integration of the Literature”。
文章首先介绍了品牌战略的定义和重要性。
品牌战略是指企业为了在市场上建立和维护品牌形象而采取的一系列战略活动。
通过建立强大的品牌，企业可以获得消费者的忠诚度和信任，提高产品或服务的销售额，从而在市场竞争中取得优势。
接下来，文献综述了品牌战略研究领域的相关文献，并对这些文献进行了分类和整合。
根据文献综述的结果，品牌战略的关键要素可以分为两个方面：内部要素和外部要素。
内部要素包括企业的核心竞争力、品牌定位和品牌资产。
核心竞争力是企业在特定领域内具有的独特能力，可以帮助企业在市场上获得竞争优势。
品牌定位是企业在消费者心中所占据的位置，包括品牌的形象、声誉和关联价值。
品牌资产是指企业所拥有的品牌价值和品牌资产，包括品牌知名度、品牌忠诚度和品牌关联度。
外部要素包括市场环境、竞争对手和消费者需求。
市场环境是指企业所处的市场环境和行业趋势，包括市场规模、市场增长率和市场分布。
竞争对手是指企业所面临的竞争对手和竞争态势，包括竞争对手的品牌实力、市场份额和市场策略。
消费者需求是指消费者对产品或服务的需求和偏好，包括消费者的购买行为、购买动机和购买决策。
在品牌战略的实施过程中，企业需要考虑这些关键要素，并制定相应的策略。
例如，企业可以通过提升核心竞争力来增强品牌的竞争力，通过精确定位来塑造品牌形象，通过品牌推广和宣传来提高品牌知名度，通过创新和研发来提高产品或服务的品质，以满足消费者的需求。
英文文献和翻译品牌战略
外文翻译：品牌战略原文来源：Aaker, David A.; Erich Joachimsthaler (2000). Brand Leadership. New York: The Free Press. pp. 1–6. ISBN 0-684-83924-5.译文正文：品牌管理是营销技术应用到具体产品，产品线或品牌。
它旨在提高产品的认知价值给客户，从而提升品牌特许经营与品牌资产。
营销人员认为这是一个隐含的承诺，一个品牌，人们的生活质量水平来从一个品牌预期将继续与购买相同产品的未来。
这可能会增加决策与竞争产品相比更有利的销售。
它也可能使制造商收取更多的产品。
品牌的价值是取决于它的利润总额为制造商产生。
这可能导致从增加的销售与价格上涨的组合，或降低销售成本（销货成本），或更有效的营销投资。
这些增强功能全部可以提高一个品牌的盈利能力，因此，“品牌经理”往往携带一个品牌的P与L（损益线管理责任制）的盈利能力，相比之下，市场营销人员经理的角色，这是分配给上述预算，管理与执行。
在这方面，品牌管理通常是在组织视为一个单独比市场更广泛与更战略性的作用。
由《Interbrand》与《Business Week》公布的每年最具价值的品牌名单中可以发现，公司的市场价值通常是由品牌决定。
麦肯锡公司是一家全球性咨询公司，在2000年的研究表明，相对股东比较弱的品牌，实力雄厚则品牌产生更高的回报。
两者合计，这意味着，品牌严重影响股东价值，最终品牌的首席执行官需要对其负责任。
管理学科的品牌开始了在宝洁公司的PLC作为一个由Neil 阁下麦克尔罗伊著名的备忘录的结果。
品牌管理原则一个好的品牌名称应：·受商标法保护。
·朗朗上口。
·容易被记住。
·容易被识别。
·在该品牌可以使用的范围内很容易被翻译成当地语言·吸引眼球。
·引出产品的优点（如：易关）·提升公司或产品形象。
品牌战略英文作文
品牌战略英文作文英文：Brand strategy is a crucial aspect of any business, as it helps to differentiate a company's products or services from those of its competitors. A successful brand strategy should be able to communicate the unique value proposition of a company to its target audience, and create a strong emotional connection with them.One of the key elements of a brand strategy is brand identity. This includes the visual and verbal elements that represent the brand, such as the logo, tagline, and brand voice. A strong brand identity can help to create brand recognition and recall, which is important for building brand equity.Another important aspect of brand strategy is brand positioning. This involves identifying the unique position of the brand in the market, and communicating this to thetarget audience. For example, a luxury car brand may position itself as a symbol of status and prestige, while a budget airline may position itself as a low-costalternative to other airlines.In order to develop a successful brand strategy, it is important to conduct market research and understand the target audience. This can help to identify the needs and preferences of the target audience, and develop a brand strategy that resonates with them.中文：品牌战略是任何企业的关键因素，它有助于区分公司的产品或服务与竞争对手的产品或服务。
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企业品牌战略研究外文翻译毕业论文华南理工大学广州学院本科生毕业设计(论文)翻译外文原文名 Brand Strategy Research中文译名企业品牌战略研究英文原文版出处: Kapferer,J.H. Strategic Brand Management M. London: Kogan Page, 2010:52-61.译文成绩: 指导教师(导师组长)签名:译文:企业品牌战略研究二、中国企业实施品牌战略的现状1、众多昔日名牌稍纵即逝中外企业在市场上的品牌大战，使刚刚成长起来的民族品牌受到极大的冲击。
上世纪80年代稍有知名度的品牌，不是被抢注商标，就是被收购、挤垮，即使残留下来的也是惨淡经营，真正发展起来的极为有限。
这里典型的案例，上世纪80年代至90年代初期，曾在空调界创下奇迹的华宝空调，在1998年被科龙收购，其后的品牌形象就一再下滑。
、品牌战略已日渐引起国内企业重视、政府的扶持 2自上世纪80年代改革以来，中国社会主义经济建设取得了令人瞩目的成就，从计划经济时代走向市场经济时代的中国企业，品牌经营无从无到有。
资料显示，各地各级政府在对名牌的重视程度、组织推进力度、政策措施上有大幅度提升，青岛、深圳、武汉、宁波、沈阳等市对中国名牌企业的奖励为100万元，大连为300万元，对获省市名牌的企业奖励为10万元-20万元。
2007年1月8日至1月11日，第40届国际消费电子展(CES)在美国杜斯维加斯的威尼斯酒店开幕。
在CES上我们民族企业取得骄人的业绩。
据了解，今年中国有4000人注册参与CES，包括厂商、媒体和观众，在展馆中，有327家参展商。
海尔被全球最权威的消费电子行业媒体《TWICE》评选为另消费电子第一品牌。
3、洋品牌的地位在多数行业仍是难以动摇的但是，我们也应看到，面对市场上纷繁的产品，真正能让消费者脱口而出的中国品牌屈指可数。
随着对外开放的深入，国际上一些大公司纷纷挤入中国市场，一时间中国市场上充斥着“索尼”、“可口可乐”、“飘柔”、“奔驰”等种种国际名牌，这些名目众多的洋品牌猛烈地撞击着中国的民族品牌。
虽然在家电行业，以海尔品牌为首，“康佳”、“长虹”、“TCL”等国产名牌已发展得不错，但同“索尼”、“松下”、“三星”等名牌相比，仍然存在竞争劣势;在IT行业，“联想”、“方正”、“长城”等品牌的竞争力都有明显提高，但与欧美、日本等国的产品相比，品牌知名度仍有不足;在日用消费品市场，“宝洁”、“利华”、“汉高”等国际公司已形成三足鼎立之势。
三、中国企业实施品牌战略的问题分析目前，中国品牌走向国际市场有着巨大的机遇和空间，品牌的国际化已纱可避免，然而品牌建设中也存在着不尽如人意的问题。
中国企业实施品牌建设存在的问题:从微观企业自身因素角度:存在技术开发能力不足，品牌竞争能力不强;品牌个性不足，缺乏创新和发展能力;生产和经营规模偏小，品牌发展缺乏整体规划;出口和国际经营能力偏弱，品牌意识不强;品牌定位不明确，存在较大的盲目性等一系列因素。
从宏观社会环境因素上讲:社会机制有待进一步改善，政策法规的支撑需要进一步加强，国家的产业政策，出口导向政策对不同的行业起着不同的促进和限制作用，金融环境对于企业的投资能力和市场扩张能力也有相当重要的影响力。
我国建立市场体制也有好多年了，虽有了很魇改善但仍不够健全，有些方面还未真正适应市场经济的要求，消费者的心理还未完全成熟。
1、忽视品牌投资，急功近利经济全球化背景下，国际竞争越来越表现为品牌的竞争，现代跨国公司绝大多数都是知名品牌公司，尤其注重品牌战略的运用，通过品牌这种全方位的输出形态，跨国公司占领了国际市场，可以毫不夸张地说，而今，品牌已是跨国公司实现全球战略目标的锐利武器，是实现资本扩张的重要手段。
冰冻三尺，非一日之寒。
品牌绝不可能在短期内创出来，是一个长期积累的过程。
很多企业没有清醒地认识到这一点，妄图在短时间内创出一个名牌，而忽视了长远的规划和战略。
2、品牌战略一项系统工程品牌战略的实施是一项系统工程，是企业整体发展战略与竞争战略的重要组成部分。
品牌战略的实施是企业整体素质与整体形象的提高，需要有科学的经营理念和高超的动作技巧，但中国不少企业品牌策划在此方面表现得尤为拙劣和急功近利，影响了企业品牌的发展，实际工作中出现了不少这样的误区:如认为创建品牌工八就是给产品取个好名字，提高产品知名度或把产品包装一下;好的品牌是个令人满意的视觉标志而已;广告是培育知名品牌的唯一手段，除了在媒体上大肆做广告外，其他别无关注;企业产品规模一旦形成了，知名品牌就自然而然地建立了;知名品牌等同于高价，必须不切实际地提高产品价格等。
有的企业甚至在品牌低价出售转让，如我国现有20多万个“三资”企业中，有90%以上的合资企业在使用外方品牌;广州洁银牙膏厂以200万元低价将品牌转让给合资企业等，就是这样的突出事例，现今其可怕后果已日渐显现出来——丧失了本国企业自身品牌、产品与知识产权，民族产业竞争力究竟何在!3、产品是企业在市场中竞争优势可以很快被竞争对手模仿、超越，而品牌却难以逾越，真正持久的竞争优势来自于不断创新，以“不变”应“万变” 品牌是核心竞争力的集中体现。
市场是瞬息万变的，任何品牌都面临着随时被淘汰的危险。
过于看重现有的成绩，不重视创新，是导致很多品牌“下马”的重要原因。
可口可乐公司前任首席营销官塞尔齐曼说，“品牌是唯一使公司产品和服务有别于竞争对手标志，是开辟市场最有效的武器，优秀的品牌可以让你的品牌脱颖而出。
”产品的物理属性、数量、价格、质量、服务等很容易被竞争对手模仿，而品牌除了产品本身，还包含了附加在产品上的文化、背景、情感、消费者认识等无形的东西，使企业永远立于市场竞争的不败之地。
消费者的认知决定企业的命运，而品牌又直接的影响了消费者的认知。
品牌是市场中企业相互区别的重要标志，是消费者进行消费的风向标，以品牌为核心已成为企业重组和资源重新配置的重要机制。
四、中国企业在品牌国际化进程中进行品牌定位的策略1、以科技为后盾，树立“质量第一，以质取胜”的经营理念，品牌的时尚要素、个性化的突出。
产品质量是创造名牌的基石。
产品的竞争力表现为品牌的竞争，而品牌竞争所依仗的则是产品的内在质量。
一个品牌成长为品牌靠的是质量，一个品牌在市场上倒牌也大多是因为质量出了问题。
所以，可以说，质量是品牌生命之所系。
此外，企业还应借鉴国外成功经验，提高自己的设计开发能。
企业要敢在新技术革命的挑战中创造自己的品牌，提高产品的市场竞争能力，就必须在技术创造上下功夫。
在世界个性化趋势的变化中，顾客的价值体验和差异化价值实现已经直接决定了产品的最终销售，个性化服务不可或2.强化市场营销，提高品牌认知度，将品牌战略有机地融合于企业整体战略，并促进整体战略的发展。
市场营销是实施品牌战略中的重要一环。
通过选择正确的市场营销方式，可以有效地利用品牌效应让品牌家喻户晓，扩大市场占有率。
实施品牌战略布施一项孤立的工作，而是与企业整体发展战略息息相关的。
一个品牌形象的塑造绝不仅仅是品牌自身的事情，涉及到企业经营管理的所有重大战略决策，这些重大战略决策都要自觉地围绕品牌来进行，来展开。
3.遵循品牌设计规律，注重品牌形象，准确品牌的市场定位，品牌表现和传播的感性价值的突出。
品牌形象竞争并非全方位的竞争，每一个品牌都有自己的市场定位。
定位的基本方法不是去创作某种新奇的或与众不同的事项，而是去操纵已经存在于心的东西，即将顾客心目中潜在的购买欲望挖掘出来，使之转化为消费冲动。
企业应以市场为向导，以科技为手段来适应其的要求变化，如建立信息反馈系统，不断开拓新产品，为消费者提供个性化的服务，最大程度满足消费者，以使自己在竞争中处于有利地位。
21世纪的世界已进入品牌国际化的竞争时代，品牌已成为一种新的国际语言进入到千家万户。
以品牌来建立产品在市场中的地位，树立企业形象，是企业有效的市场竞争手段。
品牌是产品的核心内容，品牌效应是其他营销手段所不及的。
企业必须要通过管理制度、技术的创新，不断提高产品和服务的质量。
同时要加大品牌国际竞争的战略研究和策划，从企业的组织机构、管理效率、营销策略等方面，全方位提高品牌的国际竞争力。
我国企业目前大多处于成长阶段，品牌实力较弱阶段，然而根据行业、市场和企业资源状况，趋利避害，选择最佳的品牌策略，才是明智的选择。
比如现在比较通行的与具有知名品牌有效地组成协作联盟，提高自己品牌的社会接受力等。
总之选择合适品牌战略，重视品牌营销创意和售后服务，以达到品牌轰动效应和强大冲击力，才能使品牌永葆青春活力，立于世界品牌之林。
Brand Strategy ResearchChinese and foreign enterprises in the Chinese market the brand war;just grow up to be a great impact on national brands. The lastcentury, a little-know 80’s brand ,not being registered by trademark,is to beacquired, squeeze, even if the residue is hard going down really developed very limited.Here atypical case, the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent deline in brand image is repeated.Brand strategy has been an increasing emphasis on domesticenterprises caused the government to support.Since the 80s of last century reform and opening up,China’ssocialist econonomic construction has made remarkable achievements. From a planned economy to market economy era Chiness companies, brand management has grown out of nothing.Information,local governments at all levels of emphasis on brand-name,organization promoting the efforts,policies measures have greatly ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous erterprises incentives to 100 million,on Dali an 3 million Yuan ,on brand-name companies have been cities for the -200000yuan. 100000yuan rewardJapanese 8th 2009 year to Japanese 11th,the 40th International Consumer Electronics Show(CES) in Las Vegas Ventian hotelopening.National enterprises in the CES,we achieve superior results.It is understood that this year there are 4000 people registered to participate in China CES,including manufacturers,media and spectators,in the exhibition hall,there are 327 exhibitors.Haier is the world’s mostauthoritative consumer electronics industry media “TWICE”named for the Chinese consumer electronics brand.3.The status of foreign brands in most sectors is still difficult to shakeHowever,we should also see the face of numerous products on the market,allows consumers blurted out genuinely few domestic brands.Withthe opening up further,to a number of big companies have to squeeze into the Chinese market,Chinese market,a time filledwith“sony”,“Coca-Cola”，“rejoice”，“Benz”and various otherinternantional brands,many of these names foreign brands violently hitting the national brand in China.Although the applianceindustry ,led by hai er brand,“Konka”，“Changhong”，“TCL”and other domestic brandshave developed well,but with the“Sony”,“Panasonic”“Samsung”and other brands,they are still there competitive disadvangtage;in the IT industry,“Lenovo”，“Founder”，“Great Wall”and other countries c ompared to ,brand awareness is still insufficient;in Consumer Goods market,“P,G”，“Oliver”，“Henkel”，and other internationalcompanies have formed the three pillars.Third,the brand strategy implementation in China Problems and Errors.Currently,Chinese brands have a huge international markeropportunity and space for international brands has been inevitable,but there are also brand building is not unsatisfactory.Our Enterprise Brand Building Problems:Factors from the point of micro-enterprises themselves:there is alace of technology development,brand competitiveness is not strong;brand personality,lack of innovation and development capacity;small-scale production and management,brand development lack of overallplanning;ability of weak erports and internantional operations,Brand awareness is not strong;brand positioning is not clear,there is a large range of factors such as blindness.Speaking from the macro socialfactors:social mechanisms need to be improved,policies and regulations support the neeed to further strengthen the country’s industrialpolicy,export-oriented policies for different sectors play differentrole in the country’s industrial policy,export-oriented policies for different sectors play different role in the promotion andlimitation,the financial environment for business investment capacityand market expansion ability and the important influence.Theestablishment of market system in China has for many years,despite a significant improvement but still not perfect,ther still has not really adapt to the market economy,consumer psychology has not yet fully mature.2.The current situation of global economic integration, the error of the brand strategy implementation(1)Ignore the brand investment,profit-orientedBackground of economic globalization, international competition is increasingly reflected in the brand’s competition, the overwhelming majority of the modern world famous multinational companies withparticular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupationof the internantional market. it is no exaggeration to saythat now,the brand has achieved global strategic objectives of transnational corporations sharp weapon,is an important means to achieve capital expansion.Rome was not built in a day cold .Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point,attempt to create a brand in a shorttime,but ignored the long-term planning and strategy.(2)Brand strategy is a systematic.The implementation of brand strategy is a systematic,enterprise strategy and the overall development of an important component of competitive strategy.The implementation of brand strategy is to rely on their overall quality and overall image enhancement,the need for scientific management idea and superb operational skills,but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development ,practical work in the emergence of many such errors:If that job is to create a brand to take a good brand is drawing a satisfactory visual signs only;Advertising is the only way to cuoltivate well-known brands,in addition to adbertising in the media ,big,the other no attention;scale enterprise product once formed,well-known brands on the naturally established;well-known brand is equivalert to highprice,to be unrealistically improve the product price.Some companieseven to furthrer in the brand Wrong Operation not hesitate to give uptheir own brand business,with foreign companies,brands,or to sell itsown brand low-cost transfer,such as our persent more than 20million“threecapital”enterprises,there 90% of the joint venture using theforeign brands;clean silver toothpaste fctory in Ghuangzhou to 2 million yuan cheap to transfer to joint ventures and other brands,is one such outstanding erample of the terrible consequences of today has become increasingly apparent-lost domestic enterprises own brand,productand intellectual property rights,national industrial competitiveness lie!(3)Product is the enterprise competitive advantage in the market canbe quickly imitated by competitors,beyond,the brand isinsurmountable,real and lasting competitive advantage comes from innovation,in order to “change”shouldbe “status quo”Brand is the concentrated expression of the core competitiveness.The market is constrantly changing face of any brand at any time to be outof danger .Too much emphasis on the existing achievements,do not attach importance to innovation,leading to a lot of brand-name“dismount”the major reason.Coca-Cola’s former chiefmarketing officer SergioZyman,“the brand is only the company logo products and services are different from competitors,is the most effective weapon to open up the market,excellent brand can make your product stand out.”Productsphysical properties,quantity,price,quality,service is very easy to make your product stand out.” Products physical properties, quantitiy, price,quality,service is very easy to imitate competitors, Er brands, along with the product itself,also includes an attatched product to cultural background, emotional, consumer cognition invisible things,so that enterprises Yong Yuan Li in the competition undefeated.Consumer awareness deciding the fate of the brand has a direct impact on consumer awareness.Brand is the difference deciding the fateof the brand has a direct impact on consumer awareness.Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has become a cor porate restructuring and reallocation of resources an important mechanism.In addition,enterprises should learn from successful exiperiences abroad to enhance their design and development capability.Enterprises should dare to challenge the new technology revolution to create their own brand, and increase market competitiveness; We must work hard in the value of differentiation has been directly determined to achieve the final product sales,personal services are indispensable!2.To strengthen marketing,improve brand awareness,brand strategywill be organically integrated in their overall strategy to promote the overall development strategy.The implementation of brand marketing is an important part of the strategy.By choosing the right marketing approach can be effectively used to brand a household name brand,expand market share.Brand strategy is not an isolate task,but the overall development strategy and business are closely related.A successful brand names more than just a brand itsown thing,related to business management of all major strategic decision,these major strategic decision,these major strategic decisions were consciously carried out around to expand.。