英语翻译TOWARDS A BRAND MANAGEMENT THEORY TO BUILDAND PROTECT EQ

英语翻译
TOWARDS A BRAND MANAGEMENT THEORY TO BUILDAND PROTECT EQUITY.
We have combined findings from the literature review to propose ideas for delivering the brand in order to safeguard brand equity.We have organised the ideas
as propositions at this stage,which collectively form a theory of brand promise
delivery.
P1 A brand orientation mindset is the
first essential requirement towards
safeguarding brand equity.
This proposition is based on the brand
orientation literature.Adopting the brand
orientation provides the entire business
organisation with a strategic focus and a
platform for creating customer and firm
value.We argue that brand orientation
focuses on strategy and culture development
and because it is market-orientation plus,
providing a bridge between strategy and
execution.Adopting a brand orientation
mindset enables the partial closure of the
gap between strategy and performance.P1
therefore sets the stage for all the other
propositions for safeguarding brand equity.
P2 Brand needs to be clearly defined
before it can be developed into a
strategic asset.
A clearly defined brand provides benefits
to both the organisation and stakeholders.
Within the organisation,it enables employees to understand the meaning behind
the presented brand.Clearly defining the
brand is a step to brand strategy development because it makes explicit the rational
and emotional benefits that customers and
other stakeholders can expect from the
brand.
P3 Brand needs to be communicated so
that its meaning is understood intercommitment,which the literature suggests is
essential to consistent brand delivery.Communicating the brand could benefit the
customer because doing so could reduce cus-
tomer’s information processing costs.
P4 Internal branding provides a key platform for living the brand within the
organisation.
The literature review shows that building
a leadership brand is contingent on internal
branding.Internal branding facilitates the
development of a brand-oriented corporate
culture that results in senior management
commitment and employee buy-in to live
and deliver the brand.It enables management to examine the commitments that
organisational people make to one another
and to customers.Another benefit of
internal branding is that it allows reduction
of the functional silos within the organisation that prevent inter-functional cooperation,which distract from focusing on
delivering customer-focused solutions.P4
ensures that management and employees
live the brand.
谢绝翻译器直接翻~

关于构建并保护公平的商标管理理论
我们已经从文献调查得到了一些为了维护商标公平对公布商标提出一些想法综合研究结果.
P1 商标导向倾向是对维护商标公平必备的首要要求.这种主张建立在商标导向文化的基础上.采取商标导向为整个企业组织提供了一种战略中心和构建客户及公司价值的平台.我们提出这种观点表明商标定位集中在战略和文化发展上,还因为它在战略和执行之间搭建桥梁时是市场导向的附加物.采取商标导向倾向能够实现部分填补的战略和执行之间的鸿沟.因此 P1 给所有其他的维护商标公平的主张架构舞台.
P2 在发展为战略资产之前,商标需要明确地给予定义.
给予明确定义的商标给组织和股东双方都带来了利益.在组织内部,它使得职工们懂得当前商标背后的含义.明确导向商标是迈向商标战略发展的一步,因为它使得消费者和其他股东能够有望从商标获得的合理的和感情的利益更加有形可见.
P3 商标需要沟通,以便在相互承诺中明白其含义,其文化使人联想到这种相互承诺对始终如一的商标传递是不可或缺的.沟通商标可使消费者获利,因为这样做可能减少消费者的信息处理费用.
P4 部标记为在组织之间使商标生存提供了关键的平台
该文献调查表明,构建一个占有领导地位的商标在内部标记上是有可能的.内部标记会推动导致高层主管的决心和职工认同实行和拉动商标的商标导向社团文化的发展.内部标记能够使管理人员检查组织管理人员相互承担并延伸到消费者的义务.内部标记的另一个优越性是承认预防内部功能合作的组织内部职能条块分割的简化,这样会从集中于传递以顾客为中心的解决办法上分散注意力.P4确保管理者和职工执行该商标.