成功的品牌或关键任何公司的成功外文翻译.doc

本科毕业论文（设计） 外 文 翻 译 原文： Successful brands or key to any companys success Abstract “Some consumers would walk a mile just to find Camel cigarettes and would wait in line for hours to buy a Swatch. Others are attached to their cars or motorcycles, while teenagers spend hours and hours talking about hip clothing brands” (Schroeder Salzer-Morling, 2006). The subsequent question is: are these people victims of manipulation,publicity or are they simply people who love symbols? Chevalier and Mazzalovo (2004) claim that a brand does not represent manipulation, that consumers choose certain brandsas they see them as the best on the market. Keywords: brand, marketing, global brands’ value, consumers Introduction When a company creates a good brand, consumers will buy it and thus, it will become a value for the company. According to experts, the value of a brand does not stand just in its capacity to attract buyers: “Consumers perceive the brand as a set of values that they appreciate and consequently they tend to reject any similar products that do not express these values” (Murphy Hart, 2000). Thus, brands are durable values as long as they are well kept and continue to offer consumers what they desire. Brand owners must always be sure that their brands maintain their quality and value. They must preserve communication with the client and must continuously adapt to a permanently changing society. The brand may serve as a shield and protect the managers if they fail when it comes to quality or if they are incompetent. It can be said that brands are capable to survive in even harder conditions. However, we must acknowledge that people are not na?ve, not so easily manipulated and they will not support a brand which makes no effort to uphold itself. Branding: marketing’s key instrument Since time immemorial, goods manufacturers have used the brand to differentiate their products. Through brand, products are rapidly identified by consumers and when they wish to purchase somet